The news: TikTok parent ByteDance and the US government have resumed discussions about the app's status in the country after a long hiatus. This follows a stern warning half a year ago, when the Biden administration gave ByteDance the ultimatum to either sell TikTok or risk a nationwide ban.
Why it matters: If you’re in the US, most/many of your customers are on TikTok—and these negotiations make it more likely that they’ll continue to be for the foreseeable future, despite nearly half of US adults supporting a TikTok ban.
Implications for marketers: If there’s anyone who thrives on predictability, it’s marketers—and there’s been an element of uncertainty surrounding TikTok for some time. Advertisers who’ve been waiting on the sidelines could jump in if the platform’s stateside presence is assured.
The final word: Both ByteDance and the US government are seeking middle ground, albeit in a landscape rife with anxiety about foreign surveillance and data privacy.
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