As someone who leads TikTok strategies, the No. 1 question I’m asked is: In light of the impending ban, is TikTok still relevant? 

The immediate and massive response to this Bumble campaign, alongside other crises in product—like Youthforia being pulled from stores for an improperly developed foundation that offended its supposed target audience—and for influencers—like Haleyy Baylee using the “Let Them Eat Cake” sound dressed as Marie Antoinette for the Met Gala—showcases that the TikTok audience is still incredibly engaged and powerful and can make or break your brand with viral videos.

Brands and thought leaders would be wise to continue (and, I’d argue, redouble) their efforts on TikTok where sentiment calls the shots.