In a Q&A with MediaPost’s Social Media Insider, PMG’s associate director of social, Miranda Haynie, shared her thoughts on issues surrounding TikTok, an app that’s increasingly become indispensable to millions of Americans. In the interview, she talked about how in less than six months, the app has grown so much in popularity due to challenges wrought by the pandemic that any attempt by the U.S. government to shut it down will be met with fierce resistance.
However, the possibility of a shutdown of the app is real, so marketers must actively monitor the situation, especially if they are currently active on the platform.
“Brands planning into TikTok campaigns should take some time to ensure the content they’re creating will work on another platform like Instagram or Snap should a ban happen,” said Haynie. She added that “they should evaluate any talent partnerships and confirm that their agreements allow for flexibility to use content across other platforms.”
Read the full interview for more insights and recommendations.