Behind the Numbers: an EMARKETER Podcast Will TikTok be battling bias this year? How big can TikTok Shop get? And More — The 3 Big Questions for TikTok | Behind the Numbers
Feb 23, 2026
Max Willens, principal social media analyst who tracks platform strategy and forecasting, and Emmy Liederman, analyst covering social, advertising, and commerce trends. They dig into perceptions of political bias, TikTok’s algorithm changes and reliability, and how big TikTok Shop could grow — plus trust, local search, and advertiser reactions.
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Perception Of Bias Can Drive Advertiser Exodus
- Perception of political bias could matter more than actual algorithm behavior for TikTok's cultural standing and advertiser confidence.
- High-profile claims (Billy Eilish, Gavin Newsom) and fears TikTok is an arm of the U.S. government could push brands to reallocate ad spend elsewhere.
Diversify Ad Spend When Platform Risk Rises
- Brands should reassess concentration risk and consider diversifying platforms when platform controversies rise.
- Pause-or-hold spending patterns last year show advertisers will reduce or delay TikTok investment amid uncertainty.
Local Feed Is A Local Advertising Play
- TikTok launched an opt-in Local feed to surface neighborhood content by precise location, signaling a push to local relevance.
- Max interprets this as a move to boost ad relevance for SMBs and local advertisers.