The potential ban on TikTok has sent ripples across its vast user base, impacting various stakeholders in distinct ways. For users, the potential loss of access to this immensely popular platform signifies more than just a void in entertainment—it’s a rupture in their social fabric, severing ties and interactions with friends and communities.

Content creators, who have thrived on TikTok’s vibrant ecosystem, now face the daunting task of pivoting to alternative platforms, risking a loss of audience and engagement—and livelihood.

Meanwhile, advertisers are grappling with the challenge of redirecting their marketing strategies, as TikTok’s possible ban would deprive them of a valuable avenue to connect with younger demographics, prompting a significant shift in their digital advertising landscape.

Here, we discuss the likelihood of an actual ban, new strategies, and platforms that offer opportunities, and why building an agile social strategy is key to getting the most out of your advertising no matter what happens.

The likelihood of a ban

The threat of a TikTok ban isn’t exactly new in the US. Concerns about national security threats and privacy issues led to discussions about implementing a widespread ban as early as 2020. Many states have introduced or implemented state bans, primarily affecting government employees and universities.

The latest threat of a ban comes after the US House of Representatives passed the Protecting Americans from Foreign Adversary Controlled Applications Act. The bill pending in the Senate would prohibit all activities related to the app within the country unless ByteDance (TikTok’s parent company) undergoes a divestiture meeting the US President’s criteria.

While there’s speculation about the real possibility of a TikTok ban, many are skeptical about its actual occurrence. If a ban were to materialize, it’s anticipated that measures would be taken to ensure a smooth transition rather than an abrupt shutdown, considering the significant number of US citizens employed by the platform. Any transition would likely involve a gradual handover to a new entity.

The complexities involved in potential negotiations with China, concerning data security and other factors, add another layer of uncertainty to the situation. While the prospect of a ban remains uncertain, it’s improbable that users would wake up to find TikTok suddenly inaccessible. The intricacies of international negotiations and data security concerns make the future of TikTok in the US a complex and uncertain matter.

What is certain is that your brand can’t be successful with a “wait-and-see” strategy. In the case of a ban or TikTok significantly changing its platform, you need to be ready to move forward somewhere else.

Pivoting strategies for advertisers

Businesses and influencers should explore alternative platforms to maintain their online presence and reach their audiences. The good news is that there are several platforms worth considering that can help you make an impression on your audience depending on what your goals are.

Instagram stands out as the most viable option, boasting features like Reels, which offer short video capabilities, and robust advertising opportunities that are similar to TikTok. In fact, there is already a lot of crossover between influencers and content on both platforms, making it the most seamless transition.

A ban would likely result in a windfall for other social media platforms, with YouTube perhaps standing the most to gain. YouTube Shorts presents a growing short-form video platform, particularly targeting younger demographics. According to the Pew Research Center, 71% of teenagers who use YouTube are active on the platform at least once daily, while 58% of teen TikTok users engage with TikTok on a daily basis.

Speaking of younger demographics, Snapchat also offers several benefits for advertisers: a highly engaged audience, creative ad formats, and new and entertaining user capabilities.

Twitch is an ideal choice for those interested in live streaming, especially for gaming and entertainment brands. Twitch offers interactive ad formats such as clickable overlays and chat integrations, enabling advertisers to create immersive experiences that encourage audience engagement and interaction with their brand. Many Twitch streamers have large and dedicated fan bases, making them influential figures within their respective communities. Advertisers can collaborate with these influencers to reach their followers in a more authentic and engaging way.

As uncertainty looms over TikTok’s future, diversifying across these platforms ensures continuity and adaptability among the social media platforms that are mainstream.

Look for the next new thing: Upcoming and new platforms

While there are numerous social platforms with a track record of engagement and advertising viability, there are always new entrants that offer potential for your brand. In other words, you never know who the next TikTok will be.

Experimentation and discovery need to be a part of your social strategy. There is no metric or blueprint that will determine what the next big social media platform or advertising opportunity will be, but monitoring what resonates with audiences will help you make a plan for future investment.

Amidst uncertainty, these new and upcoming platforms offer promising avenues for users, content creators, and advertisers to navigate the evolving social media landscape:

• Clubhouse: This audio-based social format captivates users by fostering intimate and real-time conversations. The app provides a platform for users to connect with individuals from various industries, interests, and backgrounds.
• TikTok-like alternatives: Byte, Dubsmash, Zynn, and Lemon8 are gaining traction, offering similar short-form video experiences to fill the impending void.
• NFT and Metaverse platforms: There’s a surge in NFT and Metaverse platforms, signaling a paradigm shift in audience engagement, as creators explore innovative ways to connect and monetize within virtual environments. Platforms like Sandbox, Second Life, Decentraland, Meta Horizon all let people buy, sell, and create digital assets. While advertising has yet to go mainstream on these platforms, it’s coming in the near future.

However, one emerging TikTok competitor is steadily gaining traction, offering another avenue for content creation and engagement, and that is Triller. With TikTok creators actively promoting their Triller accounts and discussions around its potential rise, Triller seems poised for a surge in popularity.

As concerns about TikTok’s future persist, major advertisers are already considering Triller as a viable alternative. The prospect of reallocating budgets previously allocated to TikTok toward Triller opens up new possibilities for brands to explore and invest in this emerging social media landscape. If the trend continues, Triller could become a significant player in the realm of social media platforms.

Future-proof your digital presence with an agile social strategy

Businesses need to be nimble with their social media strategy to avoid getting caught off guard. This means diversifying their advertising efforts across different platforms. Spreading their budget out ensures they can still reach their audience even if TikTok disappears. It’s also important to keep a close eye on what’s happening with TikTok, so they can adapt quickly if there are any changes or a potential ban.

At the same time, businesses should be prepared with alternatives. They can do this by creating engaging content that can easily be used on other platforms. By following these steps, businesses can navigate uncertainty with flexibility and strength, protecting their online presence and audience connection no matter what happens to TikTok.

To learn how to level up your paid social media strategy, please contact us!