Brands Develop Contingency Plans for TikTok as Its Future Remains Uncertain

Marketers and social media managers are looking into alternatives

blurry tiktok logo
Marketers are considering alternatives like Instagram Reels and Triller. Getty Images

TikTok’s future in the United States has become increasingly murkier after President Donald Trump threatened to ban the app in the U.S. (although he likely can’t do that). To avoid a potential ban, parent company ByteDance would need to divest its interests in the app, with Microsoft emerging as a potential suitor to acquire the company’s U.S. operations in the coming weeks.

@JessZafarris Jess Zafarris is an audience engagement editor at Adweek.
@juliangumbo Julian Gamboa is a social media and marketing manager at Adweek.