- TikTok faces a likely US shutdown after the Supreme Court rejected its appeal.
- Brands and marketers are preparing contingency plans to shift content from TikTok.
- Managers shared their plans, including new clauses in their campaign contracts.
Creators are finalizing their post-TikTok plans.
TikTok is hurtling toward a US shutdown after the Supreme Court rejected its appeal of a divest-or-ban law. The app may “go dark” entirely on Sunday.
Ahead of a likely ban, TikTok influencers and their teams are offering contingency plans to assure brands and marketers that sponsored posts can move elsewhere if TikTok abruptly closes.
“We haven’t seen anybody try to kill a contract, thank goodness,” said Jennifer Powell, a talent manager who works with creators like Tezza and Ty French. “The good news is that most of the brands came into this year cautious about putting all their eggs into the TikTok basket, knowing that this judgment was looming.”
Songfluencer, a platform that facilitates influencer campaigns for music marketers, has a “platform uncertainty” guarantee that promises marketers that creators will automatically repost TikTok content to Instagram or YouTube shorts if TikTok goes down.
“We want to make sure clients are not scared to run campaigns on TikTok,” Songfluencer’s CEO Johnny Cloherty said. “All of the creators in our network must agree to this new policy during this uncertain season.”
Talent-management firm CFG has also been proactive in including clauses in its contracts with brands that ensure campaigns can migrate to a creator’s “next highest-engaged” platform.
Powell, similarly, said her team has offered to move content to an “equal value” social platform if a sponsored TikTok post disappears.
Some of these preparations began months ago.
Gregory Littley, a freelance creative director and content producer, has been working with brand partners and clients on campaigns that aren’t so tied to TikTok since November, he said.
“The language has shifted,” Littley said about campaign deliverables. “It starts to really focus on the content as opposed to where you’re posting it.”
“Many of our current campaigns in progress that involve TikTok are preparing contingency plans for changing deliverables to different platforms,” said Barbara Jones, founder of Outshine Talent.
