With a possible lawsuit ahead and Microsoft eyeing its US operations, the future of Trump-embroiled TikTok remains hazy, prompting brands with a presence on the app to rethink their strategies and consider alternatives like Instagram Reels, Byte and Triller. To see what lies ahead, we talked to TikTok-savvy marketers and social media managers from brands like Nutter Butter, the San Diego Zoo and the Tampa Bay Rays for insights and advice on next steps. The consensus? There’s no need to abandon your TikTok campaigns and influencers just yet—but it’s probably a good idea to start testing the waters of Reels and give some thought to contingency plans on other platforms.

But don’t just repurpose content: Just like on TikTok, be authentic and platform-specific.

“Like tapping someone on the shoulder,” the push alert has become a valuable means for publishers to reach and build relationships with readers. In this digital feature, Adweek explores the surprisingly in-depth strategy and process behind these alerts. A few highlights:

• Despite the brevity of the copy, in many organizations it’s a rich extension of the journalistic and editing process because it must stand alone as editorial content, not requiring readers to click through. At news organizations, it’s about the story, not the opens.
• Push alerts can be less reliable than social or search at directing users to publishers’ apps, but they are effective at engaging new readers who might not otherwise spend time browsing stories in the app. Loyal readers, however, are the most likely to turn off push notifications.

Packaging the alert: Learn how The New York Times, The Wall Street Journal, The Washington Post and the Los Angeles Times approach wording, time and frequency.

Also for Adweek Pro Members: In a post-cookie world, LiveRamp wants to stitch together ad tech’s fragmented infrastructure. Critics say it's amassing an empire, but even as the company makes its moves, its rivals see a chance to outflank it.

Please consider supporting our journalism with an Adweek Pro Subscription and gain full access to all of Adweek's essential coverage and resources. 

In collaboration with the U.K.’s Women’s Prize for Fiction, Bailey’s is launching a limited-edition collection of 25 novels by women who wrote under male pseudonyms with their true names on the covers, along with new art by 13 female illustrators from around the world. The “Reclaim Her Name” series, which was curated by agency VMLY&R, will include Mary Ann Evans’ (George Eliot’s) Middlemarch, Violet Paget’s (Vernon Lee’s) A Phantom Lover, and Adela Florence Nicolson’s (Laurence Hope) The Garden of Kama.

Find the full list of books in the collection and check out the covers.

As a balm for our disaster-weary souls, Dunkin is releasing its line of pumpkin spice drinks and bakery goods early, with the options hitting the chain’s locations on Aug. 19. Several of its classics have undergone a recipe update.

Feast your eyes on the full list of autumnal goodness.

Sumner Redstone died on Tuesday at 97. Redstone turned his father’s theater chain into a global media empire that would come to include Viacom, CBS and Paramount. “He was a force of nature and fierce competitor, who leaves behind a profound legacy in both business and philanthropy,” said ViacomCBS chairman and CEO Bob Bakish.

Learn about Redstone’s life and legacy.

More of Today’s Top News & Highlights

• Brooks Brothers to Seek Court Approval of Sale to Sparc for $325 Million
• Viewers Returning to Live Sports, but Not Necessarily on Linear TV
• From Employment Law to Sports Marketing, This Exec Now Negotiates YouTube’s Upfronts
• TBWA Global Creative Leader Andre Gray Heads to Eleven as Executive Creative Director
• Will the Airline Industry Get Another Bailout?

Sour Patch Kids is opening its first-ever store to celebrate its 35-year anniversary. The NYC location functions as an interactive brand experience with Sour Patch-themed candy stations, smoothies, ice cream, edible cookie dough and merch.

Janey Whiteside, EVP and Chief Customer Officer of Walmart, Kofi Amoo-Gottfried, Vice President of Marketing of DoorDash and Rick Gomez, Chief Marketing, Digital and Strategy Officer of Target join the Brandweek Masters Live lineup. Don't miss four days of Main Stage insights, Masterclasses, virtual experiences, and more. Secure your pass now.

Merch and new opportunities keep popping up for the trickster rabbit.

In a difficult back-to-school season, the home goods retailer looks to stand out.

As Americans coddle their pets, upscale meals for man's best friend are prospering.

Users can shop for more than 10,000 shades with the help of augmented reality.

Event kicks off series of ticketed digital workshops.

Streaming now accounts for one-fourth of total TV usage, according to Nielsen.