Advertisers Hold On to TikTok Despite US Government Threats

TikTok has attracted thousands of brands that want to appeal to a younger audience. This has not changed much, even though the US government has been threatening the famous application for months, considering it a risk to national security. Companies such as P&G, Danone and Chipotle Mexican Grill remain committed to advertising on the platform, these brands confirmed to Reuters. However, they also said they are closely monitoring the situation and analyzing the possible implications for their campaigns.

One of the advantages that brands find in the Byte Dance owned app is that their campaigns go viral faster than in other digital platforms. “TikTok epitomizes what social media stands for in advertising right now,” John Petty, Head of Social Strategy at creative agency Wieden + Kennedy NY, told Reuters. The company works with TikTok advertisers including P&G and Samsung.

In the country, Pictoline, a Mexican company dedicated to making illustrations, registers more than 114,000 likes and more than 2 million accumulated likes. This is just a small success story of brands that have ventured to explore this social network. Mexico is currently among the Top 10 countries with the most TikTok users worldwide with 19.7 million users. 

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