TikTok is approaching its Jan. deadline. 19. Who would benefit most from its prohibition?

TikTok remains an important platform for advertisers, ranking second in traffic behind Meta's Facebook and Instagram (META) according to MikMak.

As the deadline approaches for TikTok's parent ByteDance to leave the platform or face a ban in the US, MikMak founder and CEO Rachel Tipograph comes to Trending to highlight TikTok's huge potential for attracting users and building a community. He notices a 200% year-over-year growth in social media app traffic.

“It captures your attention through content and an algorithm, and through personalization, drives you down the funnel to convert,” Tipograph said. “So the power of the whole marketing funnel is inside TikTok. Some of that you get from Meta, some of that you get from Alphabet (GOOG, GOOGL) but TikTok is the whole story.”

Tipograph notes that if the Chinese-owned app is banned, Alphabet could see huge gains in ad revenue, while e-commerce platforms like Amazon ( AMZN ), eBay ( EBAY ), and Walmart ( WMT ) could benefit from potential losses on TikTok Shops. .

To view more expert insights and analysis on the latest market action, check out more Asking Trends here.

This post was written by Josh Lynch