The news: Despite the shadow of a looming TikTok ban growing larger, advertiser spending on the platform grew 11% in March, per Sensor Tower data.
Shrugging it off: TikTok’s still-strong user growth and positive perception among younger people means brands can feel relatively confident that they won’t face any backlash for advertising on the app. Plus, its For You algorithm allows targeting without dealing with thorny ATT rules.
The usual suspects: It’s no secret what those “other” short-form platforms are. If TikTok gets banned, Meta and Google’s video offerings will benefit greatly—which itself is a reason a ban might not happen, since regulators have been battling Meta and Google in recent months.
Our take: As loud as the clamoring is for a TikTok ban, it’s still unlikely for the US—even with multiple world governments restricting the app to varying degrees. Because of that and TikTok’s popular status with young users, advertisers will likely continue to spend on the app and may only pivot to other platforms as a last resort.
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