Despite a Constant State of Crisis, Media Buyers Still Show Interest in TikTok

Company communication aside, advertisers are interested in the platform's growth

tiktok logo on a cellphone
While things haven't been going well for the platform, there are still many interested in using it for advertising. Getty Images

TikTok is in hot water with the U.S. government, but with its user base continuously growing, media buyers are undeterred. Still, advertisers and agencies are leery about long-term commitments as TikTok’s owners face a looming deadline to sell the app.

@ScottNover Scott Nover is a platforms reporter at Adweek, covering social media companies and their influence.