Nicla Bartoli News Today

NEW YORK — If content creators and corporate executives made TikTok videos about the platform’s possible U.S. demise, disco diva Gloria Gaynor’s “I Will Survive” could supply the soundtrack.

A lot of “What ifs” still surround a bill the U.S. House passed last week that would mandate TikTok′s Beijing-based parent company to sell its stake in the platform or

Smaller brands have come to rely on social media platform as U.S. threatens national ban

Tiktok: Smaller firms and solo entrepreneurs are bound to feel more pain in the event of a breakup. But if the popular video-sharing service remains under Chinese ownership and Congress bans it, many companies would learn to get along.

NEW YORK (AP) — If content creators and corporate executives made TikTok videos about the platform's possible U.S. demise, disco diva Gloria Gaynor's "I Will Survive" could supply the soundtrack.

Big brands that have relied on TikTok to reach younger consumers do not appear to be panicking as they wait to see what happens in Washington. But they also have started planning. Some are retooling promotional campaigns that were originally intended just for TikTok. Many are testing alternatives and prioritizing work with influencers who have sizable followings on multiple social media platforms.

Smaller brands have come to rely on social media platform as U.S. threatens national ban

Big brands that have relied on TikTok to reach younger consumers do not appear to be panicking as they wait to see what happens in Washington. But they also have started planning. Some are retooling promotional campaigns that were originally intended just for TikTok. Many are testing alternatives and prioritizing work with influencers who have sizable followings on multiple social media platforms.

Marketers and influencers are already starting to pivot from campaigns that rely on reaching consumers through TikTok. But for smaller creators and entrepreneurs, the app is a crucial way to reach fans – and it can’t necessarily be replaced.

Big brands relying on TikTok to reach younger consumers do not appear to be panicking as they wait to see what happens in Washington.