Ever since TikTok skilled its huge rise in reputation, the platform has concurrently battled requires its demise—significantly in the US. Creators have panicked on multiple event over fears that the app might shut down tomorrow, worrying that their livelihoods might be in danger if the app is banned by the federal authorities.
And but each “tomorrow” thus far, the solar has risen, the bans have remained (largely) stalled and TikTok’s For You web page has continued to dole out a seemingly infinite stream of charming movies.
So, what offers?
It stays to be seen if a nationwide TikTok ban is even really doable, however that doesn’t imply lawmakers from each side of the aisle aren’t persevering with to push for one.
- The primary makes an attempt in 2020 had been in the end deemed unconstitutional, however the latest federal pursuit often called the RESTRICT Act (AKA Senate Invoice 686) posed the most important menace to the platform after receiving bipartisan help. It wouldn’t ban TikTok outright if enacted however it could give the Secretary of Commerce the power to ban digital merchandise corresponding to TikTok if deemed obligatory to guard the nation from assumed adversaries. Nonetheless, federal bans have been sluggish to achieve steam.
- Extra success has been seen on the state stage, as evidenced by Montana passing a legislation that prohibits the app from working inside state traces. Different states have achieved a ban on government-devices solely. Whereas these guidelines might be reversed if challengers have something to say about it, they present the significance of planning for a TikTok-less future simply in case it ever turns into a actuality.
What can manufacturers and businesses do throughout this downtime?
Whereas we await the shoe to drop on this “will they, received’t they” saga, there are some steps manufacturers can take to stack the deck of their favor ought to TikTok in some way disappear from gadgets.
- For these leveraging the app for a primarily natural content material technique, my greatest advice is to not put your entire eggs in a single basket. Diversify your social media presence, even when it means borrowing from content material you may sometimes publish on TikTok to get probably the most bang in your buck. Doing this now will guarantee your viewers has a spot to search out you if TikTok is not accessible. Plus, you’re more likely to attain customers who aren’t energetic customers of the video app. (Consider it or not, they exist!)
- In the event you’re not already energetic on TikTok, establishing an natural presence now continues to be a protected wager, however provided that you’re guaranteeing your different platforms received’t fall behind. Going all-in on TikTok on the danger of shedding your different audiences might go away you excessive and dry if the platform is pulled from the app retailer.
- For a perspective on paid media technique amid a possible TikTok ban, I appeared to Gatesman’s media staff for some perception.
- In line with VP, Director of Efficiency Media Andy Biefel, TikTok stays a potent channel for reaching the coveted 18-34 demographic with 63 p.c of the worldwide TikTok userbase in 2021 falling into this age group. It additionally presents a automobile for reaching customers between the ages of 13 and 17, who’re largely unreachable elsewhere. He additionally acknowledges that ongoing legislative challenges have but to influence the app’s progress, so understandably, he recommends holding it within the media combine with one necessary caveat. Andy advises having a contingency plan in place that ensures different platforms are lined up that may ship on the identical KPIs.
- Senior Media Supervisor Kelly Currie supplied an analogous viewpoint, cautioning that advertisers also needs to check their contingency plans whereas the waters are calm by diverting {dollars} towards channels past TikTok the place the beneath 35 group is prevalent. She famous that customers could also be exploring a shift as effectively. Snap, as an illustration, noticed its inventory rise within the days main as much as TikTok’s look earlier than Congress.
Our recommendation?
In relation to TikTok, our advice is to make use of it till you lose it—however be sure you plan for the worst. Within the sensible phrases of Taylor Swift, or perhaps Benjamin Franklin, “In the event you fail to plan, you propose to fail.” So, start testing content material on different social media channels now that provide related video capabilities, like Instagram Reels, SnapChat and YouTube Shorts.
Finest case state of affairs? You may have a strong backup plan if TikTok takes a dive. Worst case state of affairs? You achieve some additional impressions in your content material past TikTok—and perhaps end up with a brand new, devoted viewers you wouldn’t have discovered in any other case. However keep in mind, the one factor scarier than having to begin your morning with out a scroll by the FYP is discovering out your paid and natural social technique is completely shot with one legislative transfer.
