The news: At least 300 current TikTok and ByteDance employees list Chinese state media as a former or current employer on LinkedIn, per Forbes, highlighting the app’s controversial ties to China as it battles internal turmoil about its extraordinary advertising demand.
Navigating the ad boom: When advertiser interest in the platform exploded during the pandemic, TikTok struggled to adapt ad formats and internal policies to satisfy its newfound demand.
A shaky lead: It’s impossible to deny TikTok’s impact on advertising since YouTube, Meta, and others are trying to copy its viral format. But recent reports reveal that TikTok is having trouble keeping up with its own success.
Regulators eye ByteDance: Another unfortunate and inextricable problem for TikTok has been its parent company’s ties to the Chinese government.
The big takeaway: TikTok may be safe for now thanks to the large opportunity it represents to advertisers. But in order to stick around, it will need to find ways to keep up with its own growth and distance its US operations from ByteDance.
This article originally appeared in Insider Intelligence's Marketing & Advertising Briefing—a daily recap of top stories reshaping the advertising industry. Subscribe to have more hard-hitting takeaways delivered to your inbox daily.