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Fortune

Alexandra Sternlicht

MrBeast's manager says TikTok risk is increasing before 2024 elections

TikTok MrBeast Night CPG ByteDance Economy

(Credit: Denise Truscello/Getty Images for Amazon's Crown Channel)

The CEO of the firm that manages MrBeast and other top internet stars says creators should limit their investments on TikTok ahead of the 2024 presidential elections, warning of increased regulatory risk around the Chinese-owned social media platform.

In a letter to clients about the “state of the creator economy” published on Thursday, Reed Duchscher, the CEO and founder of creator talent agency Night, advised creators not to become overly reliant on TikTok. And while the advertising rates that creators can command on YouTube is down this year, Duchscher said that the Google-owned video site remains the “centerpiece” platform for building a brand.

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