The future of TikTok could scarcely be more uncertain. Will Bytedance, the Chinese owner of the social video app, be compelled to sell its Anglophone services? Will TikTok be able to overturn its ban in India, one of its most popular markets? And what does this turbulence mean for brand media plans? Questions are legion, and answers in short supply.
For now, TikTok finds itself at the mercy of escalating trade wars involving the US, India and China. Yet marketers can learn much from successful brand activations on TikTok, especially with the emergence of copycat apps...