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Marketers cautiously resume TikTok spending after shutdown, while some continue enacting ban measures - adtechsolutions

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Marketers cautiously resume TikTok spending after shutdown, while some continue enacting ban measures


The cloud of Tiktok’s uncertain future is still lingering.

Some traders, after its short shutdown this month, albeit cautiously, given the unclear future of the application this month, after its short shutdown, albeit cautiously. Others are maintaining their strategies as if the ban is still in effect, curtailing their long-term campaigns as they consider the various twists and turns happening around the bytedance-owned platform.

“We’re still seeing deals go through as usual, but some brands are currently targeting other platforms outside of Tiktok due to the long-term uncertainty,” said Ali Grant, CEO of the agency’s digital department influencer. “As soon as Tiktok was down in the US, we received emails about moving campaigns to alternative platforms. But as we know, it was short-lived. “

months, Brands and creators are gearing up for potential Shutting down Tiktok In the US, the January 19th deadline approached (years, if you include earlier efforts during President Trump’s first term). Now that Tiktok is back up after a temporary outage over the past weekend, agencies are seeing a resumption of campaign spending in some cases — but not all brands are convinced the app will recover here.

“On the spectrum of very conservative was a range of responses from brands: Continuing to act as if there was a ban, all content plans would be renewed,” said Natalie Silverstein, chief innovation officer at influencer agency Together. “I imagine we’ll see more brands come back if and when Apple and Google reinstate Tiktok in their app stores.”

Those with the app already installed were able to open it over the weekend and were greeted with a ban notice on Saturday. On Sunday, about 12 hours later, the service was restored—but currently, Tiktok is still unavailable on the Google and Apple app stores, even after President Trump signed an executive order on Monday to extend the ban for 75 days.

For some agencies, spending was not affected during the Tiktok outage – but they were prepared in case it lasted longer.

“We’ve never stopped running our spend,” noted Amy Cotleleer, partner and chief experience officer at The Duncan Channon Agency. “[Also]we had plenty of headway in advance to put contingency plans in place to suspend and reallocate funding if needed. This ban had been at the forefront of client conversations for months, so we were more than prepared for whatever outcome came our way. “

According to Sarah Gerrish, senior director of creator and influencer at Stagwell Agency Movers+Shakers, brands that consistently invest in Tiktok could actually see a temporary boost in their engagement. Gerrish similarly observed mixed feelings from brands and creators once Tiktok returned.

“Some are diving headfirst into capitalizing on the incredibly high engagement rates we’ve seen since the app’s return and taking advantage of the renewed attention on the app,” Gerrish explained.

Others are more reserved and are “dipping their toes back into Tiktok campaigns” while preparing for any further changes, she added. Gerrish noted that the current post is mostly quick and reactive content—as they limit plans for any long-term campaigns on Tiktok. Instead, some of that investment will move to YouTube and Instagram as many of them implemented in the months leading up to January.

With Tiktok still in limbo, how marketers will continue to work with creators across social media influences. As previously noted by the agencies, they were adding a line item and Improvements to Partnership Agreement 2025 Specify guidelines for publishing and short-term video production with creators.

“If they’re still interested in being active on Tiktok, many of them also add provisions in case the app goes away in the future,” Grant said.

Ed East, founder and group CEO of Agency Billion Dollar Boy, added that the 2025 contract “emphasizes flexibility and ensures that we are not dependent on any single platform.” The agency works with clients to diversify their content on Instagram, Snapchat and YouTube.

Many are still adapting their contingency plans as the situation evolves. Cotleleer mentioned leaning on contract influencers who have a presence on other social platforms (besides Tiktok) during this transition. Gerrish also said that some creators experienced other issues that returned to Tiktok even after it came back online, putting them in a precarious position even as it continues to use it.

For example, Gerrish mentioned a creator the agency works with was having trouble releasing an original song and getting the audio to work for users.

“Thankfully, these challenges have been resolved, but incidents like this highlight the importance of adaptability in content creation workflows and the need for creators and brands to have contingency plans to navigate unexpected disruptions,” Gerrish said.

During this time, agencies have remained in close contact with creators and provided guidance to those whose income is particularly affected. If it’s not a Tiktok ban, there could be other disruptions on any platform – server outages, hackers, algorithm changes, features being removed or otherwise.

“The truth is, anything could happen to the social media platforms we’ve put so much faith in, and it’s important to be prepared for the loss of one,” Grant said.



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