
Nairobi confirmed as location of drinks giant’s new Africa digital hub
Well-known Kenyan marketer to head up new hub, which will service Diageo operations in various parts of sub-Saharan Africa.
SOCIAL MEDIA
By our News Team | 2023
While some legislators want a complete ban on TikTok due to spying concerns, US marketers want to spend more on the platform.
As a potential TikTok ban looms in the United States, brands are anxious to see how any limitations will impact their marketing strategy. Despite this, many marketers remain steadfast in their investment on the app.
The latest survey by Capterra, a software services provider, of over 300 marketers at businesses in the US that use TikTok for marketing or advertising initiatives, reveals that three in four expect to increase spending on TikTok in the next 12 months.
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This is despite the growing security and brand-safety concerns around the social media platform.
According to the research team, marketers acknowledge there are drawbacks and ambiguity surrounding TikTok, as evidenced from the following figures:
A national ban in the US seems unlikely
Despite these concerns and heightened scrutiny from legislative bodies, most marketers believe a national ban is unlikely:
Marketers would diversify into other platforms
However, marketers do believe a national TikTok ban would undoubtedly impact business, and most say they’d diversify their digital marketing strategy if a ban was enforced:
According to Marketing Dive, a marketing news website, the Capterra survey “paints a picture of a marketing industry that is committed to TikTok, despite threats of a ban by federal and state governments, with many planning to increase spending on the platform in the next year”.
In the event of a TikTok ban, the industry consensus seems to be that Meta, YouTube and Snapchat could see spikes in revenue, Marketing Dive noted.
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