TikTok might be working on a standalone U.S. app, but marketers aren’t sold on the idea – yet

Courtney Shaw, social media solutions at Basis Technologies, suggested that TikTok owner Bytedance might well take a leaf out of Meta’s book to mitigate that risk. When it launched Threads in July 2023, the company used Instagram to drive users toward its new property. ByteDance might well choose to engineer a similar transition, Shaw said. “TikTok is very much ingrained in U.S. culture and I could foresee the current app clearly explaining the benefits of M2 and then linking out viral content in M2 to gather engagement.”

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