Every downturn is good for someone. Take TikTok, for instance.
Even as marketers continue to scrape dollars back wherever they can, whether that be from TV or Facebook, they can’t stop pouring money into the short-form video app. And that’s despite some big question marks over whether those ad dollars could be funding growing tensions between the U.S. and China.
Until those answers materialize, those frictions are nothing more than ifs, buts and maybes to marketers. What isn’t up for debate, though, is how much TikTok continues to dominate people’s attention. And that will always be the big draw for advertisers — irrespective of economic or political tensions.
