Brands should pay attention to user—and influencer—habits, but they also shouldn’t discount market activity. Snap’s stock jumped 6.5% following the announcement discussing the potential ban, indicating that Wall Street believes it may be well positioned to become the beneficiary of TikTok’s users and advertisers. With brands committing to a wholesale Facebook boycott (including Instagram), Snapchat could become that much more of a contender.
TikTok主要面向“95后”，是增长最快的社交媒体平台。对于这样一个平台，品牌商值得冒险加以利用。如果TikTok被禁用，这些勇于冒险的品牌商也会马上追随客户（和他们的钱包）转到其他平台。对此，我的建议是品牌商要敢于冒险。（财富中文网）
有传闻称，TikTok会成为中美关系日益紧张的下一个牺牲品。据媒体报道，出于“网络安全”担忧，特朗普政府计划禁用这款中国应用程序，并且大公司和政府机构已经警告员工不要在办公设备上使用这款应用程序。但与此同时，各大品牌商却投入大量资金在TikTok上打广告。
品牌商应该关注用户和网红们的习惯，但他们也不应该低估市场活动的影响。美国政府正在考虑禁用TikTok的消息曝光之后，Snap的股价大涨6.5%，这表明华尔街认为Snap可能会接收TikTok的用户和广告商。随着各大品牌商继续抵制Facebook（包括Instagram），Snapchat可能会成为市场争夺者之一。
本文作者贾斯汀克兰是网红营销技术合作伙伴与平台Markerly的联合创始人。该平台的合作伙伴包括许多全球最大的消费品牌。
但如果美国政府确实祭出禁令呢？当TikTok谢幕，而各大品牌仍在加大宣传支出的时候，品牌商为这个平台制定的预算将流向何方？在TikTok上成名（并赚的盆满钵满）的网红们怎么办？
TikTok有出色的编辑能力和视觉特效，但它的模式并非专利，Facebook、Snapchat和Instagram等大平台都有资源尝试复制这种模式，而且许多平台会抓住机会。大部分TikTok用户可能已经在使用这些平台，他们或许会成为被动的广告受众。
品牌商应该关注用户和网红们的习惯，但他们也不应该低估市场活动的影响。美国政府正在考虑禁用TikTok的消息曝光之后，Snap的股价大涨6.5%，这表明华尔街认为Snap可能会接收TikTok的用户和广告商。随着各大品牌商继续抵制Facebook（包括Instagram），Snapchat可能会成为市场争夺者之一。
Even in the face of a potential ban, brands won’t be deterred and might even tell you that the rewards of TikTok make it worth the risk. For those on the fence, going all-in on sponsored campaigns now will drive sales and awareness—regardless of the fate of the app. In the worst-case scenario, TikTok is banned, but you had one last chance to make a name for your brand among users; in the best-case scenario, TikTok survives, and you’ve established a foothold there that will grow and thrive with the app.
Of course, brands keeping their purse strings tight during the pandemic may elect to pause spending on TikTok entirely—and will end up paying for it in the form of stymied momentum. If a ban occurs, which is then reversed, the brands who gambled on TikTok pre-ban will have an edge over those who played it safe.