Would a TikTok Ban Cripple Influencer Marketing?

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by Lindsey Francy Mar 21, 2023 News
Would a TikTok Ban Cripple Influencer Marketing?
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Mar 21, 2020.

If the app's Chinese owners refuse to sell their stakes, the Biden administration may ban it in the U.S.

TikTok has held the record as the most downloaded app for the third year in a row.

TikTok is now used by 56 percent of brands who use influencer marketing, compared to 51 percent for the first time. Facebook and YouTube are followed by a majority of people.

The platform's popularity can be attributed to factors such as TikTok's personalized algorithm, lack of emphasis on follower count and its shift towards "spontaneous, raw, unfiltered content."

While facing challenges with conversion, TikTok is the clear leader when it comes to driving trends and engagement amongst the youngest users of social media.

The app poses a national security threat, according to both the Trump and Biden administrations. The House Energy and Commerce committee will hear testimony from the CEO of TikTok.

According to The Wall Street Journal, some creators are trying to get away from TikTok, but others don't think it will happen.

According to a New York Times article, a lot of potential buyers wouldn't want to deal with antitrust scrutiny if they bought the app.

According to Advertising Age, many brands continue to put marketing dollars behind TikTok, despite the likely delays or challenges that would come with banning it. "We believe that TikTok can be a powerful source of organic discovery and hope that we have the opportunity to use it as such," said the CEO of Fish Wife.

If TikTok were to be banned, would there be adequate alternatives to fill the void? What advice would you give to a brand that relies on TikTok and influencer marketing?

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The ones that understand the larger picture would be fine.

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