‘Confident in its longevity’: What next for TikTok as potential US ban returns?
As the deadline returns to decide on TikTok’s fate in the US, brands and analysts discuss the new social media landscape and what a potential sale could mean.
Following its initial ban in the US on 19 January, talks of a potential TikTok sale are still in the works. But with a decision to be made about the platform’s future by Saturday (5 April), what are the right steps brands and creators should be taking?
If a US ban doesn’t materialise, ad revenue on TikTok is forecast to reach $32.4bn (£25bn) in 2025, according to WARC figures, a 24.5% year-on-year rise. This figure amounts to an 11% share of total social spend this year.
Senior media analyst at Enders, Jamie MacEwan, says brands which have diversified their spend already will feel the impact of a potential ban less. He has also seen signs brands have been “holding back” on advertising on TikTok in the US.
