The majority of marketers are still planning to spend on TikTok despite threats of a ban. According to a Capterra survey of 300 marketers at businesses in the U.S., 75% of marketers “expect to increase spending on TikTok in the next 12 months.” The vast majority (87%) still believe TikTok is a viable platform for their long-term marketing strategies and over half “believe it is highly or somewhat unlikely that the federal government will ban TikTok or prevent it from operating in the U.S.” Although, these marketers do acknowledge that a “ban would have a moderate to significant impact on achieving social media marketing or advertising objectives.” And if a ban actually takes place, marketers will be expecting Meta, YouTube, and Snapchat to see a “spike in revenue.” After all, young people told YPulse Instagram is the top platform they’d flock to if TikTok were to go away. (Marketing Dive)
