\n<\/p>\n
Trump\u2019s renewed focus on national security and China has put TikTok back in the crosshairs. Once again, a federal ban is under discussion four months after the popular social media site got a <\/span>reprieve when Trump took office<\/span><\/a>. In April, Trump <\/span>extended the sell-by date<\/span><\/a> by another 75 days, but advertisers hate uncertainty. They are already pulling back on their spending.\u00a0<\/span><\/p>\n Bottom line<\/b>: If your brand leans on TikTok, <\/span>which had been hot<\/span><\/a>, it\u2019s time to diversify your <\/span>social media<\/span><\/a> spending now \u2014 <\/span>YouTube Shorts<\/span><\/a>, <\/span>Reels<\/span><\/a>, and emerging platforms like <\/span>BeReal<\/span><\/a> or <\/span>Lemon8<\/span><\/a> are worth testing.<\/span><\/p>\n New tariffs on Chinese imports and threats of tariffs on Mexico have already begun raising costs of consumer goods. Retailers are understandably panicky and eager to show consumers why prices are going up, up, up. For example, Amazon is reportedly instituting a new listing at checkout of how much items\u2019 prices are impacted by tariffs, a move the <\/span>White House labeled \u201chostile\u201d<\/span><\/a> even though it\u2019s protecting the brand.<\/span><\/p>\n Bottom line<\/b>: For brands, this means tighter margins \u2014 and reduced flexibility in media budgets. Expect a pivot toward performance channels with stronger short-term ROI, like <\/span>Meta and TikTok<\/span>.<\/span><\/p>\n2. Tariffs Driving Up Cost of Goods \u2014 and Ad Budgets<\/b><\/h3>\n
3. Big Tech Regulation and Section 230 Back in the Spotlight<\/b><\/h3>\n