Moving forward

Change is always happening in some fashion or another.

Perhaps it’s the looming deadline of the ban or the ease of adding to cart, but I, for one, have found myself making a few impulsive TikTok Shop purchases from small businesses. Within minutes, I had checked out and received updates on my order. Then I swiped to the next video and suddenly felt “seen” by a creator’s video listing all of the things TikTok had “successfully manipulated” her into doing.

So, whether you call it manipulation or incredible marketing, there’s one thing we know for sure: Platforms succeed, platforms evolve, and some disappear. While we await the Supreme Court’s decision, let’s all of us—consumers and marketers alike—enjoy TikTok while we can, while also preparing for a future without it.