Kelly Dye, VP of Influencer Strategy at Acorn, offers guidance for creators amid the latest & greatest threat to ban TikTok.
*The following is a summary of an article originally published by Digiday on May 6th, 2024.
The media buying industry (and the rest of the world) is buzzing with speculation about TikTok’s future in the U.S. after a bill passed mandating a sale or all-out ban of the app. Despite many not receiving communication from TikTok, agencies and brands are rethinking their approach and strategies. Agencies reported being split on how looming regulations will affect influencer marketing and ad campaigns, with some seeing this as an opportunity for TikTok to prove its adaptability.
With the platform’s future up in the air, agencies are advising content creators to ensure their hard work isn’t tied down to one platform by backing up their content and exploring new ways to connect with their audiences. Kelly Dye, VP of Influencer Strategy at Acorn (a point solution from New Engen), emphasized how critical diversification is: “For those concerned about rebuilding their audience, collecting follower contact information through opt-in email tactics can be a useful strategy to stay connected with their community in the future." Dye also noted that creators can keep their fans engaged by repurposing TikTok content on short-form content-friendly platforms like Instagram Reels and YouTube Shorts.
Read the full article on Digiday.
About Digiday
Digiday is a media company and community for digital media, marketing, and advertising professionals. We cover the industry with expertise, depth, and tone you won't find anywhere else. The Digiday team strives to produce the highest quality publications, conferences, and resources for our industry. Digiday is a Digiday Media brand.
About Acorn
Acorn, an influencer marketing solution from New Engen, is a leading and innovative creator marketing solution that generates genuine relationships between consumers, shoppers, creators, and brands by curating and amplifying actionable content. Their integrated influencer network, technology, and campaign solutions are the choice of more than 50 of the world's leading advertisers, including household names like General Mills, Mondeléz, Coca-Cola & more. From influencer curation to content development, media deployment and measurement, Acorn Influence has developed a seamless process to create maximum impact and drive accountable growth. They drive client satisfaction by anticipating their needs, constantly bringing new opportunities to their attention, and through seamless, agile execution. Their “best in class” recruitment practices, unique tech-enabled solutions, and digital expertise drive impactful storytelling across the full marketing funnel and diverse audiences.
About New Engen
New Engen is a digital marketing agency driving impact for brands across every phase of the customer journey – maximizing it, measuring it, and repeating it. Through a collective passion for building brands, a relentless desire to challenge the status quo, and deep digital expertise across hundreds of brands and verticals, we put our clients on the cutting edge of what’s possible in digital marketing.
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