TikTok uncertainty puts platform resilience to the test
February 2026
As questions continue to swirl around TikTok’s future in the US, brands are being forced to confront a familiar challenge: how to build growth strategies that don’t rely on a single platform staying stable forever. For marketers, this isn’t about pulling spend — it’s about planning for volatility without losing cultural momentum.
Speaking to Digiday, our chief strategy officer, Ric Hayes explains why disruption doesn’t automatically spell decline: “Periods of ownership change or platform disruption are not necessarily a signal of long-term instability. While excessive change can introduce risk, we’ve also seen transitions strengthen platforms, as with Meta’s acquisition of Instagram and WhatsApp.”
The piece explores how brands like Vita Coco are building safety nets through creator-led culture, channel diversification and long-term thinking, ensuring they can pivot without starting from scratch.
