?? TikTok Update: What Marketers Need to Know

The TikTok saga continues. After a brief 12-hour shutdown this past weekend (Saturday night/Sunday morning), the platform is back online for US users following a new executive order that delays the enforcement of the divest-or-ban law.

What's happening now: The new order provides a 75-day enforcement delay to "determine the appropriate course forward in an orderly way that protects national security while avoiding an abrupt shutdown of a communications platform used by millions of Americans."

What this means for marketers: For at least the next 75 days, TikTok remains fully accessible to both consumers and marketers within the US. However, the long-term situation continues to evolve.

Our Approach at Song Candy: We've witnessed firsthand how unpredictable this situation can be. Our strategy remains focused on agility and client success. We continue to assess each campaign individually, working closely with our clients to determine the most effective platform and approach based on campaign timelines and objectives.

The digital landscape is constantly shifting, but one thing remains constant: our commitment to delivering results for our clients, regardless of the platform.