The possibility of a US TikTok ban has been a hot topic recently, leaving creators, businesses and users wondering how this could impact them.
The proposed ban stems from concerns over data and the app’s ties to China, which have raised questions about user privacy and national security.
Although nothing is currently set in stone, if your business relies on TikTok as part of its digital marketing strategy, it’s worth taking some steps to prepare for what might happen.
Here are some areas to consider:
Check your audience demographics
If your business uses TikTok, the first thing you should do is figure out how much of your audience is in the US. Look at your analytics and see what percentage of your followers or viewers are from there.
If a significant chunk of your audience is in the US, a ban could mean losing that reach entirely. On the other hand, if your audience is mostly from other countries, the impact might not be as big.
Be ready to follow the creators
If TikTok gets banned in the US, users and creators will likely shift their focus to other platforms, for example, Instagram Reels, YouTube Shorts, and even apps that don’t exist yet.
Even if your audience aren’t based in the US, some of their favourite creators might be, leading them to spend more time on other platforms. Keep an eye on where popular creators are going, and consider adjusting your strategy to meet them there. Being proactive now means you won’t be panicking later.
Rethink your ad spend
For businesses that advertise on TikTok, it might be worth considering other platforms for your social ad budget. Although you don’t yet know the implications of the proposed ban on your audience, it’s important to be prepared.
Experiment with Instagram, YouTube, or other platforms to see where your ads perform best. Testing now will give you insights and help you pivot quickly if TikTok is no longer an option.
Where will trends start?
Right now, TikTok is the trendsetter for social media. The viral challenges, sounds, and memes that start there often trickle down to Instagram, YouTube, and other platforms over the following days, weeks and months. If TikTok disappears in the US, Instagram Reels or another platform might become the new starting point for trends. Keep this in mind when planning your content. You’ll need to stay up-to-date on where trends are originating to keep your content relevant and engaging.
Stay flexible
The world of social media is always changing. Even if TikTok isn’t banned, it’s smart to diversify your social media presence. Don’t put all your eggs in one basket. Building a strong presence on multiple platforms ensures that you’ll still reach your audience, no matter what happens with TikTok.
Final thoughts
A potential US TikTok ban is a big deal, but it’s not the end of the world for businesses. By taking some time now to analyse your audience, test out other platforms and stay flexible, you can prepare for any changes that come your way.
Additionally, it’s worth pointing out that if a ban is enforced, it’s likely that only future updates of the app will be affected, so it may take a while to see the full effect.
If you’ve been relying heavily on TikTok, this might even be an opportunity to explore other ways to connect with your audience. Who knows? The next big thing might already be out there, waiting for you to join in.
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