Especialistas apontam Meta e YouTube como principais beneficiados por proibição da Câmara dos Deputados. Mudanças nos orçamentos e receita de anúncios estarão em alta.
O TikTok é uma das maiores plataformas de mídia social da atualidade, onde milhões de usuários compartilham vídeos criativos e interativos diariamente. A diversidade de conteúdo presente no TikTok cativa pessoas de todas as idades, tornando-o um fenômeno global.
Com a popularidade crescente do TikTok, o aplicativo se tornou uma ferramenta essencial para influenciadores digitais e marcas que desejam alcançar um público mais jovem e engajado. As tendências que surgem no TikTok rapidamente se espalham por outras redes sociais, mostrando a influência e alcance dessa plataforma inovadora. As possibilidades de criação de conteúdo no TikTok são infinitas, permitindo que os usuários explorem sua criatividade e se conectem com pessoas ao redor do mundo. Não fique de fora dessa onda, baixe agora o TikTok e divirta-se!
Advertisers Preparing Contingency Plans Amid TikTok Ban Concerns
The advertisers who turn to TikTok for targeted marketing to young consumers are preparing contingency plans with other social media platforms in case the app is sold or banned in the United States, but they are waiting for action signals from the Senate before changing their advertising budgets. The U.S. House of Representatives voted on Wednesday (13) to force the Chinese company ByteDance to sell TikTok in approximately six months or face a ban. The White House has called on the Senate to approve the bill, and President Joe Biden has pledged to sign it. Meta and YouTube, TikTok’s biggest competitors, are expected to benefit from advertising budget changes if the app is banned, experts said.
TikTok Fights Back Against Potential Ban
The company said it will exercise its legal rights to prevent the ban, which it claims would ‘take billions of dollars out of creators’ and small businesses’ pockets.’ ‘The momentum around this legislation is greater than in previous national efforts to restrict or sell TikTok, and advertisers are watching the developments,’ said Jasmine Enberg, a senior analyst at the research company Insider Intelligence. If the bill progresses, ‘this will put us more on alert,’ said Jack Johnston, senior director of social innovation at Tinuiti, a digital marketing company that has worked with brands like Revlon and Elf Cosmetics.
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Marketers Advise ‘Business as Usual’ Approach to TikTok
Still, three digital marketing companies, including Tinuiti, told Reuters that they are advising clients to maintain a ‘business as usual’ approach to TikTok, noting that the app has survived several previous attempts to restrict its availability in the U.S., including a decree from then-President Donald Trump in 2020 to ban it. While advertising budgets are planned months in advance, brands can quickly place or remove ads on social media to respond to events. TikTok videos can quickly trigger new trends in music, fashion, and beauty, and brands have been flocking to the app in hopes of being part of major cultural moments. Insider Intelligence estimates TikTok will generate $8.66 billion in ad revenue in the U.S. this year. The high stakes involved in banning a major app like TikTok make a total ban unlikely, a digital advertising company told its clients on Wednesday, refusing to be identified to comment on the matter.
The Future of TikTok: Uncertainty and Adaptation
The uncertainty surrounding TikTok’s future in the U.S. is causing marketers to reassess their strategies and be prepared for potential changes. While the platform has faced scrutiny and challenges before, its unique ability to drive cultural trends and engagement among younger audiences makes it a valuable channel for advertising and brand promotion. Brands will need to stay vigilant and flexible in their approach to TikTok, as regulatory and legislative actions may impact the platform’s operations in the coming months. With billions of dollars at stake and the rapid evolution of social media landscapes, staying informed and adaptable is key for marketers navigating the ever-changing digital marketing ecosystem.
Fonte: © CNN Brasil
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