Media Buying Briefing: Influencer agencies prep worst-case scenarios if TikTok gets banned

The U.S. House of Representatives last week passed a bill, sending it to the Senate that would force social platform owner, China-based ByteDance to sell — or face a ban in the U.S. Although influencer agencies expect to see delays and pushback to a potential ban, they believe there could be other long-term consequences for social advertising.

“If you’ve been reliant on one platform, perhaps that’s what you’re solely known for, you’ll need to reinvent yourself and get out of the pigeonhole of being a TikTok influencer agency,” said James Hacking, founder of influencer agency Socially Powerful. “It will encourage global and small agencies to put their eggs in many baskets, both market and platform-wise.”

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