Is this the end of TikTok?

In the tumultuous world of social media, the possibility of a TikTok ban looms large yet again. Flashback to last year’s congressional hearing featuring TikTok’s CEO; this isn’t the first time US lawmakers have threatened the app. But is this time the real deal?  

Marketers must once more confront the prospect of reimagining their strategies for a future without TikTok's unique ability to capture attention and drive engagement. To navigate this crucial moment, join us as we unpack the implications, explore potential alternatives and strategize for the uncertain road ahead. Let’s discuss.    

What’s happening? 

UPDATE (as of December 11, 2024):
The TikTok saga continues. On Friday, December 6th, U.S. federal judges on the D.C. Circuit upheld the bill signed in April requiring TikTok’s parent company, ByteDance, to divest its U.S. operations – or face a nationwide ban. Backed by arguments for national security, the court ruled that the ban doesn’t violate First or Fifth Amendment protections. 

If ByteDance doesn’t sell TikTok by January 19, 2025, the app will disappear from U.S. app stores. App stores hosting TikTok after the deadline could face hefty fines, effectively cutting off new downloads and updates.  

For existing users, this means TikTok could live on for a while, but without updates, with functionality degrading over time, becoming a glitchy relic of the once vibrant platform. TikTok plans to appeal to the Supreme Court, but for now, the company has filed an emergency motion with the U.S. Court of Appeals to pause the ban.  

Our take: If TikTok is part of your marketing strategy, don’t wait for the Supreme Court ruling to pivot. Here’s what we recommend: 

1. Diversify now.
   • Treat this as your wake-up call to build a presence on platforms like Instagram Reels, YouTube Shorts and Pinterest. If TikTok’s ban goes through, your audience won’t disappear—they’ll just shift platforms. 
2. Repurpose with purpose.
   • Don’t abandon your TikTok content. Those savvy videos can be reformatted for other platforms. Keep the creative juice flowing, but make it work across channels. 
3. Leverage owned channels.
   • Use this moment to fortify your email lists, website traffic and SMS strategies. Platforms come and go, but the data you own is forever. 
4. Stay agile.
   • The TikTok situation underscores the importance of adaptability in digital marketing. What’s here today could be gone tomorrow—prepare your team and strategy to thrive in a multi-platform world. 

The bottom line: Don’t let the TikTok ban throw your marketing into a tailspin. Stay creative, stay nimble and stay connected to your audience—wherever they go. We'll keep you posted on any major developments! See our other recommendations below.

UPDATE (as of May 7, 2024):
Hold your horses on hitting pause on TikTok! The platform and its parent company ByteDance just filed a lawsuit against the US government, challenging the recent law that could see a ban if ownership isn't transferred within a year. This throws a wrench into the potential shutdown, with legal battles likely to take center stage over TikTok's ownership soon. 

Our take: Don't abandon ship just yet. While the future remains uncertain, this lawsuit creates a window of opportunity. Here's what we recommend at a high level:

1. Maintain (or even increase) your TikTok presence.
   • Millions of users are still active, and the platform isn't going anywhere for now. Stay engaged and keep building your audience.
2. Develop a wait-and-see approach.
   • We hate waiting too, but take this time to monitor the legal developments and be prepared to adjust your strategy as the situation unfolds.
3. Explore alternative platforms.
   • Diversify your social media presence by experimenting with Reels on Instagram or YouTube Shorts. This way, you're covered no matter what happens with TikTok.

Remember: Agility is key. Stay informed, adapt your strategy and keep creating engaging content to connect with your audience. 

UPDATE (as of April 17, 2024):
President Biden officially signed the "TikTok ban" bill into law, mandating ByteDance, the Chinese parent company of the app, must either sell its American operations or face a sweeping ban of the app across all US devices. Biden gave the tech giant nine months to sell the app, with an additional three months granted if a sale is in progress at the end of the original term. 

UPDATE (as of March 17, 2024):
The House's recent passage of a bill on Wednesday, March 13th, has reignited the debate and speculation surrounding the fate of TikTok in the United States. The bill mandates that ByteDance, the Chinese parent company of TikTok, must either sell its American operations or face a sweeping ban of the app across all US devices. The House passed the bill with a resolute 352-65 vote. Despite mounting pressure, both ByteDance and China have adamantly refused to entertain the notion of selling TikTok.  

In response, opponents of the bill have argued vehemently against the proposed ban, asserting such measures would constitute a violation of First Amendment rights for American users. Should the bill be enacted, TikTok would have approximately five months to separate from ByteDance before being removed from US app stores. The bill's journey to becoming law hinges on its passage in the Senate, where senators seem split on the issue. While President Biden's campaign maintains an active presence on TikTok, the White House has affirmed that he will sign the bill if it reaches his desk. 
 

Why does the US government want to ban TikTok? 

It's no secret that the US government has been eyeing TikTok with suspicion, citing concerns over national security due to its Chinese ownership by ByteDance. There is fear that this ownership structure grants access to the personal data of American users, potentially compromising their privacy and allowing for manipulation of the content they consume.

In an attempt to appease lawmakers, TikTok initiated Project Texas, migrating US user data to servers owned by Oracle, an American cloud company, and pledging to store all consumer information within US borders. Despite these efforts, concerns about national security persist, fueling the government's determination to ban TikTok. 
 

How likely is the ban to happen? 

The likelihood of a TikTok ban depends on various factors, with the new bill facing familiar challenges encountered by previous attempts to rein in the platform. ByteDance wields significant economic clout in the US, boasting a user base of over 100 million people, which complicates regulatory efforts. 

Implementing a nationwide ban also poses significant logistical challenges, requiring coordination among typically competitive brands like Apple and Google. Though it faces strong opposition from users and the complexities of an election year, the proposed legislation packs more punch than past attempts, hinting at a better shot at becoming a reality. 
 

What’s at stake if TikTok is banned?  

TikTok is an integral piece of the marketing puzzle for countless brands, driving organic social engagement, paid advertising campaigns and influencer collaborations. A ban threatens to sever the connection between brands and their established audiences, disrupting years of engagement and rapport-building efforts. TikTok is a vital platform for users to discover new brands and products, with many relying on the app's viral content and trending challenges to catch the eye of potential customers. 

A possible TikTok ban puts brands and influencers with substantial followings at risk of losing audience reach, partnerships and income streams. TikTok has become an indispensable source of income for countless brands and individuals, offering a range of advertising options from sponsored content to in-feed ads. And let’s not forget the vast amount of video content created over the years that a ban could potentially erase. 

With the uncertain future of TikTok, marketers must tackle the daunting task of reevaluating their strategies to maintain relevance and effectiveness in reaching consumers.   

How should marketers prepare for a TikTok ban? 

While TikTok may be in peril, it’s all about where consumer attention is. We have a plan to make sure your brand is covered in case of a TikTok ban in the US.   

1. Tell your audience where else they can follow you 
   • Encourage your TikTok followers to follow your brand on other video platforms, like Instagram or YouTube. 
   • Start cross-posting TikTok content to Instagram Reels and/or YouTube Shorts. 
   • Use this as an opportunity to share owned channels, like your website and newsletters. 
2. Shift influencer campaigns 
   • Collaborate with influencers on other social platforms. 
   • Extend campaign asks to include and prioritize other platforms in addition to TikTok. 
   • Consider partnerships with micro-influencers on niche platforms that align with your target audience's interests. 
3. Update ad plans 
   • Experiment with advertising on alternative platforms like Facebook, X, LinkedIn and Pinterest to diversify your ad placements and reach new audiences. 
4. Save content 
   • Download your TikTok content without watermarks to preserve your videos for use on other platforms. 
   • Develop a content reuse strategy outlining how and where you plan to repurpose your saved TikTok videos. 
5. Prepare your profile 
   • The potential ban would only apply to US users, so make sure your page is updated for international users as needed.  
   • Make sure you have the appropriate links and relevant videos pinned for an international audience. 
6. Evolve your social media strategy 
   • Adapt your strategy to incorporate short-form video content on platforms like Instagram and YouTube. 

   

We’ve got you covered 

While it certainly presents challenges, a TikTok ban won’t be the end of digital marketing. Take this as an opportunity to reassess tactics and explore different ways to connect with your audience. If you need help reevaluating your social media strategy, you know where to find us!