What TikTok’s Ads Team Is Doing Amid A Possible U.S. Ban
Rumor has it that the U.S. might be about to pull the plug on TikTok—well, at least for all those who do business with the app. Advertisers are bracing for the wave that could hit Sept. 15, but TikTok isn’t just pulling its punches. The company is offering refunds for campaigns that can’t get off the ground and is trying to keep the good vibes rolling by helping top influencers hop onto other platforms.
Why the Frown?
TikTok’s ad game is still in its infancy. In 2020, the app pulled in a modest $1 billion from ads, a drop in the bucket compared to ByteDance’s worldwide sales. Yet, for brands looking to tap the taste‑setting youth that flock to the app for lip‑syncing, dancing, and quick‑fire sketches, the platform is a treasure trove.
Reassurance from the Ticket‑Issuer
Rob Pearsall, senior VP of biddable media at Havas Media, let us in on the inside scoop. “We’re planning to keep the campaigns we’ve already set up running, and we’ll refund what we can’t deliver. We’re also working closely with big influencers so they can migrate to other platforms if a ban occurs.” He cited a memo received from TikTok that laid out the plan.
“We’re basically saying, ‘We’re in it for the long haul and we’re committed to being a trusted partner for brands and agencies,’” Blake Chandlee, TikTok’s VP for global business solutions, added in a statement.
Big News on the Executive Order Front
Last Thursday, President Donald Trump signed an executive order that will ban U.S. transactions with TikTok (and WeChat) starting Sept. 15. That’s the spark that got the advertising world on its feet.
Planning to Move On: What Brands Are Doing
Many marketers are already putting together backup plans—shifting budgets to other platforms that can still reach that young hot‑potato audience.
- Snapchat is emerging as a top contender. Meghan Rao, an account director at Hyfn (a Nexstar Digital unit), told us that she’s already prepping her clients for a switch.
- There’s also talk about Triller and Byte—the latter seeing a jump in downloads these last few days.
- Hashtag challenges are a staple on TikTok. Those campaigns require advanced planning, so firms are thinking of putting a pause on them just to be safe.
What’s Next?
With the clock ticking toward the ban, the advertising world is in a state of “wait, what do we do next?” If it happens, TikTok’s plan to refund and help influencers shift gears is probably the most comforting thing we’ve heard. The question remains: are brands ready to find a new playground for their campaigns? Only time will tell, but one thing is clear—marketing will have to get creative to keep up with the pace of social media.”
