If you’re considering pulling out of TikTok, this might make you think twice.

TikTok isn’t going anywhere. At least, not overnight.

Even if a ban happens – which I don’t think happens on the 19th, short form content is not going anywhere.

Why leave now, especially when shoppers are soaking up all the content while they can? Now might actually be the best time to double down while others are pulling out.

SMACKIN’s recent results are a great reminder of TikTok’s halo effect.

According to their KNO survey, 22% of customers discover SMACKIN on TikTok but then search for them organically to browse and buy products.

You’d assume most customers would convert directly through SMACKIN’s TikTok Shop (which many do). But, there’s also a significant chunk of customers from TikTok driving omnichannel discovery, proving its reach goes beyond what you see in platform ROI.

This insight changes how they think about TikTok ROI and how the platform influences behavior across channels.

If you’re rethinking your TikTok strategy, SMACKIN’s story is worth a closer look.