JANUARY 16, 2025  |  SIGN UP

Kristina Monllos
SENIOR MARKETING EDITOR

The TikTok saga continues. While the Biden administration is reportedly "exploring options" to keep TikTok active in the U.S., the likelihood of the looming ban casts a dark cloud on TikTok. Marketers and creators alike have been quickly preparing for what life after TikTok will look like for them. For creators, that's meant fast-tracking ways to be less reliant on the platform, building audiences elsewhere and looking for ways to truly own their audiences (if that's even possible). For marketers, meanwhile, that's been understanding where people will be spending time and how they should show up on those platforms. We'll continue to wait and see what happens next. Nothing is set. 

We want to hear from you. Share your thoughts on the potential TikTok ban.

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THE CREATOR ECONOMY

Creators fast-track efforts to rely less on platforms amid intensifying TikTok uncertainty — here’s where they’re going

For years, TikTok creators have been trying to migrate their audiences onto other platforms — but were relatively subtle about their efforts, both due to fears that TikTok’s algorithm suppresses attempts to move users off the app and because of TikTok users’ distaste toward manipulative content.

BUSINESS OF TV

Comcast tempts DTC brands away from paid social due to rising costs and brand safety issues

Entire direct-to-consumer empires have been built on the back of paid social and search advertising. But empires have to think about the long term to last.

SPONSORED BY ZEROPARK

Why post-holiday performance analysis is critical for long-term growth

The quieter post-holiday period provides a chance to evaluate which campaigns performed best during the high-stakes shopping season, while building loyalty among new customers ensures sustained revenue.

MARKETING ON PLATFORMS

‘I need those home runs’: TikTok viral brands plan a future without the For You Page

The likelihood of a future without TikTok is getting more real as the deadline to sell or be banned in the U.S. is just days away. While Tiktok’s future hangs by a thread, brands that rode a wave of virality thanks to TikTok’s algorithm, like Bogg Bag, Duolingo and Cakes, now grapple with the challenge of recreating virality elsewhere (if that can be done).

SPONSORED BY ADSTRA

How composable CDPs gave way to new, composable identity solutions

Composable models gained traction with CDPs to address previous limitations and offer a modular approach for brands to have full control over their setups. The popularity of this technology is now extending to identity as composable identity solutions provide a modular, adaptable framework that meets brands’ complex, situational needs. 

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MEMBER EXCLUSIVE

Marketing Briefing: What happens to marketers when the cultural ‘cheat code’ of TikTok is gone?

TikTok has been a cultural spigot of sorts for marketers in recent years — they’ve looked to the app not only for what’s trending and to tap into those trends but to understand potential audiences and various cultural niches. So what happens when that spigot is shut off?

EQUALITY & OPPORTUNITY

DE&I recalibration from the likes of Amazon, Meta, Publicis sparks questions around faltering commitments

Any flicker of hope that the ad industry would renew its commitment to diversity, equity and inclusion in 2025 may be getting dimmer just days into the New Year. Recently, Amazon, Meta, Publicis Groupe and McDonald’s joined the growing list of companies to revamp (or roll back, depending on who you ask) their DE&I policies.

SPONSORED BY SIMPLI.FI

Increasing relevance and impact at all stages of the buyer journey

Research shows that omnichannel marketing reduces costs, boosts performance and strengthens customer loyalty. This guide to the full funnel customer journey explains how tailoring marketing messages at each stage of the purchase path drives better outcomes.

DIGIDAY AWARDS