Agencies shift client dollars to YouTube & Instagram as SCOTUS upholds TikTok ban

For brands of all sizes with investments in the app – whether they’re buying ads, building an organic presence, partnering with influencers and creators or selling products via TikTok shop – it’s time to recalibrate.

Now, top ad agency leaders relate how they’re advising clients in a moment set to redefine our digital media landscape.

Mae Karwowski, CEO, Obviously, VML’s influencer marketing agency: “We’re transitioning all TikTok campaigns to Instagram or YouTube, depending on the brand and objective. We’ll reassess the longer-term strategy if TikTok is purchased.”

Jason Snyder, global chief technology officer, Momentum Worldwide: “TikTok has been an essential platform for brands seeking cultural relevance and engaging younger audiences, but with the platform shutting down US ads starting January 19, the landscape is shifting rapidly. We’re advising clients to approach this development with clear-eyed pragmatism. First, we’re focusing on maximizing insights from TikTok’s remaining accessible data, using it to understand audience behaviors, creative performance and campaign effectiveness. These insights will help shape future strategies.

“For clients with US-specific campaigns, we are helping them prepare for TikTok’s automatic pause … Meanwhile, TikTok remains a viable option for brands operating internationally, and we are working with them to explore global inventory while reevaluating broader social strategies.

“We’re also working with clients to ensure their campaigns are resilient, leveraging short-form content strategies across multiple platforms to reduce overreliance on any single ecosystem. This means designing content that can adapt to the unique features and audiences of platforms such as Instagram Reels, YouTube Shorts and emerging social media spaces. We help clients maintain consistent engagement and cultural relevance by tailoring creative assets for multiple channels, even as individual platforms face disruptions or changes.

“Additionally, we are actively tracking emerging trends, audience behaviors and platform dynamics to ensure clients can adapt and embrace the platforms and spaces their audiences might be migrating to next.”

Yan Wang-Benz, head of communications strategy, Droga5 NY: “As today has shown, the landscape is shifting incredibly quickly, so we have been ready to pivot quickly as needed. We have already been doing scenario planning for upcoming spikes around Super Bowl and award season to ensure we have all possible formats covered to give ourselves the creative flexibility to adapt to the media landscape our audiences will create and occupy.”

Megan Jones, chief media officer, Digitas: “We’ve been working closely with our clients for weeks, preparing reallocation plans. But let’s be clear – it’s not a simple, one-size-fits-all solution. For each brand, we’re analyzing audience behavior on TikTok – what they go there for, whether it’s entertainment, discovery, or connection – and identifying platforms, both inside and outside of social, that can fulfill those same objectives. We’re making educated bets on where consumer attention might shift, but the reality is no one knows precisely what that will look like – not even the users themselves.

“In the short term, we’ll see dollars flow toward platforms such as Meta and YouTube. While strong in entertainment and commerce, these platforms still lack the cultural spark and influence that TikTok delivers. The ecosystem will take time to rebalance, and we’re carefully evaluating emerging platforms to keep our clients ahead of the curve.

“We’re urging clients to phase budget reallocations thoughtfully – not just to manage auction pressures but also to give users time to adjust to new routines. This allows us to ensure investments remain impactful in a rapidly changing and unpredictable market.”

Elizabeth Weinstein, vice-president, connections strategy director, Deutsch LA: “For paid social creative, we are ensuring that all vertical video creative can work across any vertical placement, including Reels, Snap and YouTube Shorts … For organic social, we are continuing to post organic content and use TikTok until that is no longer possible. We will also continue with community management on the channel until that is no longer possible.”

Brendan Robertson, chief strategy officer, David&Goliath: “After much discussion, debate and legal action surrounding TikTok, we have been working with our clients as if both everything and nothing will change. We have continued to plan, create and engage on TikTok in the coming days – and all other platforms – to ensure business continues as close to usual as possible. If TikTok is temporarily or permanently banned by Sunday, different channels will still be there, not to mention a few that will position itself as the next TikTok. As always, we’re exploring new platforms for brand fit and creative opportunities.”

Adam Zeller, head of social, AKQA: “The TikTok ban is certainly a disruption, but at AKQA, we view it as an opportunity to strengthen our clients’ brands within their overall social ecosystem. Our main recommendation is to capitalize on the migration trends to platforms such as Instagram Reels and YouTube Shorts, following where the audience goes. We are also committed to supporting our creators and the creator economy by partnering across various channels. Additionally, we will cautiously explore emerging platforms to ensure that our brands are not overly reliant on any single platform.”

Julianna Richter, global CEO, Ogilvy PR, Social and Influence: “Social media is a constantly evolving space, which means we’re always working with our teams and clients to test and learn across platforms to inform content plans. Our teams across Ogilvy PR have been proactively counseling clients on what they need to plan for in this case. There is no one-size-fits-all approach, as channels and content should be determined based on where a brand’s audience is, their goals and KPIs and guidelines that brands have established for how they work on social media.

“What TikTok has taught us is that there is a huge appetite for simple, culturally relevant and engagement-based content, which consumers now expect as part of their overall social experience. As other social platforms work to retain or claim cultural relevance, adjusting their algorithms and approach to match TikTok’s highly customizable For You page will certainly be a focus, having set a new standard for keeping audiences entertained and engaged.”

Colleen Saporito, vice-president of marketing strategy, Gale: “The cultural relevance of TikTok is undeniable, but the strongest and most resilient brand strategies are never channel-dependent. They’re fueled by audience-driven insights and come to life through interconnected ecosystems across multiple channels. There won’t be a one-size-fits-all solution for every brand … but people will continue to seek elsewhere what made TikTok so great: community, authenticity and entertainment. Agile brands whose social strategies are truly rooted in consumer insights and operate with nimble content creation models will continue to thrive in a post-TikTok world.”

Ric Hayes, group strategy director, SocialChain: “A TikTok ban in the US demonstrates how volatile the social media landscape is and emphasizes the need for a more strategic approach to brand management in this space. For many brands, TikTok has become a cornerstone of their social marketing strategies, accounting for a substantial share of their digital advertising budgets and resources. It has become a primary hub for creative, playful and boundary-pushing campaigns. Losing TikTok will mean losing a critical space for cultural resonance and virality.

“However, when operating in a more volatile environment like social, marketers should always ensure that they focus more on their strategy to protect against being reliant on changing factors they have no control over. Diversification, strategic agility and cross-platform innovation are key to navigating this uncertainty. Proactive adaptation, including leveraging emerging platforms and fostering direct audience relationships, will be critical for maintaining relevance and achieving sustained success.

“For US brands and influencers alike, now is the time to adapt. Revisiting influencer contracts has become a necessity … Open discussions with ambassadors about alternatives to previously-agreed-upon TikTok content and solidify expectations to transfer activity seamlessly to other platforms, ensuring pre-arranged campaigns aren’t lost.”

Linn Frost, co-CEO, Social Element: “This situation highlights the importance of adaptability and safeguarding your social strategy. Our advice to clients is clear: diversify your social investment and ensure your content strategies are platform-agnostic where possible. While TikTok’s reach and engagement are unmatched, brands need to prepare for a sudden pivot by identifying alternative platforms and exploring emerging opportunities such as YouTube Shorts and Instagram Reels

“We encourage brands to focus on building strong, loyal communities that can withstand shifts in platform dynamics. By prioritizing authenticity, ethical content creation and proactive moderation, you can future-proof your social presence and maintain trust with your followers.”