If your program lives and dies by one platform, you're in trouble (and yes, that includes Google, I said what I said). The prospect of a TikTok ban (whether it happens or not) highlights the importance of an ongoing test & learn approach and agility within your media planning process. Take this time to evaluate the blind spots and dependencies in your media mix and get serious about channel expansion testing now. At the beginning of a test, you're paying for data - not performance. The sooner you start paying for the data, the more levers you'll have available to you to smooth performance once we start to lose visibility or agility - whether due to cookie deprecation or something like a TikTok ban.
Every client I've spoken to today has asked about the TikTok ban, so here's my TL;DR point of view: 🕒 TikTok isn't disappearing overnight - the ban outlines a 12-month period for resolution. 💰 There's currently no compelling reason to divest. 🎯 If your audience is on TikTok you should stay put and remain active. 🔍 If you thought TikTok was your silver bullet expansion tactic, you should test additional channels and tactics (ban or not single platform expansion is a huge strategic vulnerability). 🧠 Though testing is important there's no way to predict yet how media consumption will change in the event of a full ban. 📹 Short form video is here to stay, whether on TikTok or not - keep investing in those kinds of assets. Keep your strategy nimble and don't panic #TikTokBan #DigitalStrategy #mediaplanning
