Will TikTok get banned this weekend? Marketers, here's what you need to know as Supreme Court decision looms 

With 170M U.S. users and billions in ad revenue at stake, the clock is ticking for brands relying on TikTok as a cornerstone of their strategy.

Whether TikTok stays or goes, this is a crucial reminder of why platform dependency is risky. The rise (and potential fall) of TikTok proves how quickly digital landscapes can shift. Marketers need to:

• Diversify: A classic story of not putting all your eggs (=ad spend) in one basket. Repurpose your organic content on Instagram Reels, YouTube Shorts, and even LinkedIn.
• For the love of all that’s holy, back up your assets: Download campaign data and creative content before it’s too late.
• Engage your audience elsewhere: Let your audience know where they can find you after January 19. Perhaps this is also a good reminder and time to consider owned channels like newsletters.

As marketers, this moment also offers an opportunity to reflect and give credit to TikTok’s influence. 🥹 Its algorithm transformed user engagement, and its impact is visible across the digital ecosystem (Reels, YouTube Shorts... even LinkedIn has a vertical video feed now!).

Even if TikTok’s U.S. presence fades, its legacy will shape social media for years.

We tried our best with ​@evankaeding to make sense of this developing story and recorded an "emergency" episode for The Marketing Intelligence Show. Give it a listen, because Evan has some really good ideas on how to take advantage of this situation (incrementality study, anyone?) and what to do with your valuable TikTok data https://lnkd.in/dtf6y3V

What’s your plan if TikTok goes dark? Are you already experimenting with other platforms, or staying the course?

Did anyone hop on to Xiaohongshu/Red Note? I’ve had an account on there for years, but it’s been this past few days when the app has gotten realllly interesting and brought along some interesting (and wholesome!) cultural exchanges between Chinese users and Americans or “TikTok refugees” trying to communicate… 

Let’s discuss in the comments!