GLOW Wants to Take TikTok Back From the Billionaires

This morning, Americans are waking up to the news that the Supreme Court has upheld the proposed ban on TikTok. The social media giant has until Sunday to find a buyer, else it faces being shut down across the US. It’s heavy news, and carries potentially extreme consequences for brands and marketers who may suddenly find themselves without what has become a key channel for connecting with customers in recent years. 

None of that has escaped the team at GLOW, an agency which has made a habit out of celebrating fandoms, especially those found online. In fact, such is GLOW’s concern that they’ve launched a (tongue in cheek) bid to save TikTok by buying it out via Kickstarter.

You can check out the campaign for yourself right here - but suffice to say it represents an ambitious hail-mary at the eleventh hour (other metaphors are available). And, whilst it’s fair to say that GLOW is unlikely to be entirely successful in its bid, the agency is hoping to add some life to a wider conversation around social media, the internet, and precisely who has power in the digital world. 

So to find out more, LBB’s Adam Bennett caught up with GLOW’s head of creative Jason Musante, and head of strategy Maggie Walsh… 

LBB> Jason and Maggie, why is this issue something that you wanted to make a noise about? What's at stake here? 

Jason and Maggie> At the heart of this issue is a simple but powerful question: why should billionaires control the Internet? It’s part of an age-old tension between the people and the institutions. At GLOW, we’ve always been fascinated by fans and fandom culture, and it’s been inspiring to watch the people ‘fight back,’ whether by swan-songing the app or migrating to Chinese-owned Rednote. 

For us, this was a moment to shift the focus back where it belongs: the people. It’s a reminder of how important it is for brands to stay plugged into cultural shifts and connect with audiences in real, timely ways. This campaign is all about meeting the moment with creativity, relevance, and a little humor.

LBB> How would you describe the potential impact for brands? Do you think we'd be losing an important way to connect with people that can't be replicated on other social media platforms? 

Jason and Maggie> The impact is already here. Every person in the world, from our parents to our clients, is talking about this. So while we have a healthy fear of what this means for marketers who have invested time, resources, and budget into the platform, we also see a ton of hope. TikTok's cultural relevance may be currently unmatched, but community is forever. No one app can hold us hostage: the subcultures, fandoms and creators on the platform will continue to thrive. We can't wait to see what's next.

LBB> What would you say about the concerns around TikTok? Does the ownership of the platform give you any kind of pause? 

Jason and Maggie> Privacy, security, and platform ownership are valid concerns that deserve attention, and something we take very seriously at GLOW. But we believe it’s possible to hold platforms accountable while celebrating the vibrant communities they foster. No platform is perfect, so the bigger question is: How do we ensure these spaces continue to serve the people and creative brands who make them thrive? That’s the conversation GLOW is hoping to spark with this initiative.

LBB> How much cash do you think you're going to drum up here? And what are you *actually* going to do with it? 

Jason and Maggie> This campaign isn’t about the money – (in fact, we aren’t going to accept any.) Rather, we want to raise awareness and spark conversation showcasing what we do at GLOW. It’s a reminder that every challenge is an opportunity for brands to connect meaningfully with their audience. By celebrating community and creativity, we want to highlight how instability can be transformed into engagement and inspiration.

LBB> Finally, and regardless of the outcome on the 19th, what do you think this whole story is telling us about the world of social media? Isn't this sort of instability going to be a recurring problem well into the future? 

Jason and Maggie> We actually embrace the instability—it’s a hallmark of today’s social media landscape that GLOW helps brands to navigate and thrive. It’s reminiscent of the early days of the internet, when platforms thrived on genuine connections rather than algorithms or ad dollars. 

This moment also shows us that power belongs to the people. Fandoms, subcultures, and communities will always find ways to gather, even as platforms shift or falter. Volatility drives evolution. Social media’s chaos mirrors society’s restlessness, but it’s also what sparks creativity and change.