Advertisers Hopeful for TikTok Reprieve While Bracing for US Ban

With the U.S. government extending TikTok’s sale or shutdown deadline to April 4, marketers are balancing continued ad spending on the platform with contingency planning. Despite TikTok’s temporary U.S. outage and removal from app stores, its affordability and strong user engagement keep it a valuable advertising channel. Brands are diversifying their social media strategies, recognizing that Gen Z also engages with Reddit, Discord, and YouTube Shorts. Potential buyers, including Microsoft and U.S. investors, are vying for ownership, but TikTok’s consumer loyalty remains strong. While its fate is uncertain, agencies are adapting to ensure continued reach and impact.