*The following is a summary of an article originally published by Modern Retail on March 15th, 2024.
SEATTLE, WA - The bill to ban TikTok isn’t guaranteed to become law, but many marketers and retailers are getting ready and working on contingency plans.
Agencies across the country are considering the best path forward for their clients in the event of a nationwide ban on TikTok. Heather Nichols, CEO at Acorn Influence, a New Engen company, is recommending that influencers and creators explore Reels and YouTube Shorts - calling out the latter in particular for having “phenomenal cost effectiveness.”
Read the full article on Modern Retail.
⭐️ Hear more from Heather in Digiday's Media Buying Briefing from March 18th, 2024:
"Heather Nichols, CEO of Acorn Influence, agreed that money could shift to YouTube Shorts and Instagram Reels if TikTok is forced to leave the U.S. Nichols mentioned that YouTube Shorts in particular shows 'great cost effectiveness for paid amplification to accomplish qualified reach.'"
About Modern Retail
Modern Retail is a media brand covering the ins and outs of the reinvention of the retail industry. Launched in 2019 by Digiday Media, Modern Retail explains the changes transforming the retail business with honesty, depth and authority. We cover the industry’s nuances, through the digital lens, from Amazon’s strategic shifts and their implications to stores’ recasting as experience meccas and fulfillment centers.
About Digiday
Digiday is a media company and community for digital media, marketing, and advertising professionals. We cover the industry with expertise, depth, and tone you won't find anywhere else. The Digiday team strives to produce the highest quality publications, conferences, and resources for our industry. Digiday is a Digiday Media brand.
About New Engen
New Engen is a digital marketing agency driving impact for brands across every phase of the customer journey – maximizing it, measuring it, and repeating it. Through a collective passion for building brands, a relentless desire to challenge the status quo, and deep digital expertise across hundreds of brands and verticals, we put our clients on the cutting edge of what’s possible in digital marketing.
About Acorn Influence
Acorn Influence, a New Engen company, is a leading and innovative creator marketing solution that generates genuine relationships between consumers, shoppers, creators, and brands by curating and amplifying actionable content. Their integrated influencer network, technology, and campaign solutions are the choice of more than 50 of the world's leading advertisers, including household names like General Mills, Mondeléz, Coca-Cola & more. From influencer curation to content development, media deployment and measurement, Acorn Influence has developed a seamless process to create maximum impact and drive accountable growth. They drive client satisfaction by anticipating their needs, constantly bringing new opportunities to their attention, and through seamless, agile execution. Their “best in class” recruitment practices, unique tech-enabled solutions, and digital expertise drive impactful storytelling across the full marketing funnel and diverse audiences.