Marketing Briefing: Renewed call to ban TikTok could push creators, ad dollars to YouTube Shorts and Instagram — which may hurt creators

An uncertain future is nothing new for TikTok. Over the last few years, there have been multiple calls for TikTok to be banned in the U.S. and there’s now a renewed call for a ban. While marketers and agency executives expect this will blow over as it has in the past, there are still ripple effects for creators in the interim, especially should a ban pass. 

Marketers will likely move ad dollars dedicated to TikTok elsewhere, with Instagram and YouTube Shorts expected to be the winners of said dollars in the event of a ban. For creators whose primary audience is on TikTok, that could put those creators in a difficult position, as brands may choose to move dollars to creators who have bigger audiences on the other platforms.

This is a member-exclusive article from Digiday. Continue reading it on digiday.com and subscribe to continue reading content like this.