When TikTok went dark in January, brands got the memo: putting all your budget on one platform is risky business.
BrandCycle General Manager Erin Gagnon told Digiday that in the months following the outage, many brands began to diversify their spend, shifting toward platforms like Instagram and YouTube to build more resilient strategies.
You can read BrandCycle’s inclusion below. We encourage you to explore this topic further by reading the full article here. (Subscription is required)
BrandCycle general manager Erin Gagnon told Digiday that she had observed brands diversify their spending away from TikTok and toward other platforms in the months following the Jan. 18 outage…
“It’s likely less of a pullback and more of a diversification — the hedging of the bets. So, if they invested $100,000 in TikTok, maybe now they’re investing $80,000 in TikTok and $20,000 in YouTube Shorts,” Gagnon said, specifying that the numbers she used were theoretical, rather than figures from a real BrandCycle campaign.
Image by Ivy Liu | Digiday
