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Honestly, I didn't even hear about it this time. I love TikTok, but I don't believe they're actually going to ban it. I think they did it before as a political move, but it's not going anywhere.

I think that’s the author’s point. People aren’t panicking anymore or noticing.

We hadn't been using much beyond a few experimental or token efforts. So when all the controversy about the ban started up we just more or less forgot about it. As for my personal choice, I honestly never found it engaging anyway. I have friends who find that weird, but for whatever reason I just never got into it. Something about sitting back and letting videos scroll their way to me just didn't click for me.

This is yet another reason I'm so happy not to be working in social. Our team backed off for a bit when the first banning talks started percolating, but they had no choice but to dive back in after a few months because our clients were demanding it. I think this was probably the right call, because I just can't see this ban happening, especially after Trump got a popularity boost from delaying it. It doesn't affect me personally either way since I've avoided the platform like the plague from day one.

We operate in the beverage alcohol space and can only advertise to people of legal drinking age (LDA) so since TikTok skews to younger demographic we don’t focus much energy on that platform now. But as it grows its user base, and the current user base ages, then it’ll become a higher priority.

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