Brands Develop Contingency Plans for TikTok as Its Future Remains Uncertain

Marketers and social media managers are looking into alternatives

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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.

With the uncertainty around TikTok, marketers have been left in a waiting game about the fate of the app and their ongoing

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