The office for ByteDance, which owns TikTok, in Singapore on Jan 26, 2023. Billions of advertising dollars flow through TikTok, which could be banned in the US as soon as Jan 19, 2025. Brands and creators are racing to prepare. — The New York Times
The impending disappearance of TikTok, one of the most popular social media apps in the United States, has sent marketers, agencies and creators racing to embrace alternatives – even if they’re not entirely convinced that TikTok will in fact exit the United States this month.
Marketers are shifting dollars to Instagram and amending their contracts with social media stars so they aren’t stuck paying for sponsored TikTok posts in the app’s absence. Creators are pleading with fans to follow them elsewhere while collecting their email addresses to connect on other platforms. And talent agents are telling TikTok stars to hit pause on buying a house or car for now.
