TikTok ban threat—how marketing and agency leaders are preparing for potential shutdown

With a U.S. ban on TikTok looming, many advertisers are holding out hope that the viral platform will be able to continue to operate. But if it is shut down, YouTube Shorts is quickly emerging as the favored alternative, according to multiple marketing leaders. And brands are already subtly shifting marketing plans around upcoming cultural moments, including the Super Bowl, ad leaders said.