TikTok filed a preliminary injunction Wednesday to block the Trump administration’s ban on downloads.
TikTok filed a preliminary injunction Wednesday in a Washington D.C. court to block the Trump administration’s ban on downloads, now postponed to this Sunday just before midnight.
Pappas disclosed that a ban may cost TikTok as much as half of its user base — which numbers more than 100 million in the U.S. — in just two months’ time. And over six months, the exodus could swell to a massive 80 to 90 percent. Already, a dozen brands have already put off or backed out of advertising, she noted, to the tune of $10 million in lost revenue in August.
However things play out on the world stage, sources inside TikTok tell WWD that its business strategy — including recent moves to court apparel brands — hasn’t shifted to any sort of emergency mode yet. It remains unchanged, at least for now. Such efforts have been less about an iron-clad strategy, or calculated pursuit of fashion, than an organic movement arising from its community. “We don’t have to define our own strategy. Users really do that for us,” they said. “So we can go into our app and see every day what users are interested in, what they’re talking about, what’s trending. And then we can actually align our strategy with where we’re seeing those trends happen.
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