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Publishers not ready to change social media strategies as TikTok ban looms
Though the TikTok ban looks like it might actually happen sometime next year, execs from publications that have built followings and businesses on the platform aren’t concerned about what this will mean for their audience development and monetization strategies around short-form vertical video.
Execs at Bustle Digital Group, Gallery Media Group and The Washington Post told Digiday that they don’t have plans to change their audience development strategies on social media or abandon TikTok. This confidence comes down to having a strong production and distribution strategy for short-form vertical video on other social platforms, thanks in large part to TikTok.
Ultimately, they said they were not concerned for the time being about the possibility that TikTok would be barred from operating in the U.S. — which is likely to happen unless ByteDance, its Chinese parent company, sells its stake in its allocated nine to 12 months to do so.
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