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TikTok advertisers will look to rivals if US Senate moves ahead on ban

Economic Times · 10m

Advertisers who currently use TikTok to target young consumers are making contingency plans in case the app is sold or banned in the U.S. While they await signs of Senate action, TikTok's competitors such as Meta's Reels and YouTube's Shorts are preparing to benefit from advertising budgets. The proposed legislation to sell TikTok or face a ban has gained significant momentum, putting advertisers on alert. However, some digital marketing firms advise clients to continue business as usual for now, as TikTok has previously survived attempts to restrict its availability. Redirecting budgets to Reels and Shorts is not a guaranteed solution, as TikTok remains a primary media consumption channel for many users.