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 may very well be in danger if the app is banned by the federal authorities.
And but each “tomorrow” to this point, the solar has risen, the bans have remained (principally) stalled and TikTok’s For You web page has continued to dole out a seemingly infinite stream of fascinating movies.
So, what provides?
It stays to be seen if a nationwide TikTok ban is even actually doable, however that doesn’t imply lawmakers from either side of the aisle aren’t persevering with to push for one.
- The primary makes an attempt in 2020 have been in the end deemed unconstitutional, however the latest federal pursuit generally known as the RESTRICT Act (AKA Senate Invoice 686) posed the largest 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 flexibility to ban digital merchandise equivalent to TikTok if deemed essential to guard the nation from assumed adversaries. Nonetheless, federal bans have been sluggish to realize steam.
- Extra success has been seen on the state degree, as evidenced by Montana passing a regulation that prohibits the app from working inside state strains. Different states have achieved a ban on government-devices solely. Whereas these guidelines may very well 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 companies do throughout this downtime?
Whereas we anticipate 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 suggestion is to not put all your eggs in a single basket. Diversify your social media presence, even when it means borrowing from content material you may usually publish on TikTok to get probably the most bang to 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!)
- For those who’re not already energetic on TikTok, establishing an natural presence now continues to be a secure guess, however provided that you’re making certain your different platforms received’t fall behind. Going all-in on TikTok on the danger of dropping 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 group for some perception.
- In keeping 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 car 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 development, so understandably, he recommends retaining it within the media combine with one essential 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 perspective, cautioning that advertisers must also take a look at their contingency plans whereas the waters are calm by diverting {dollars} towards channels past TikTok the place the underneath 35 group is prevalent. She famous that customers could also be exploring a shift as properly. Snap, for example, noticed its inventory rise within the days main as much as TikTok’s look earlier than Congress.
Our recommendation?
On the subject of TikTok, our suggestion is to make use of it till you lose it—however be sure to plan for the worst. Within the clever phrases of Taylor Swift, or possibly Benjamin Franklin, “For those who fail to plan, you intend 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 situation? You’ve got a strong backup plan if TikTok takes a dive. Worst case situation? You acquire some further impressions in your content material past TikTok—and possibly end up with a brand new, devoted viewers you wouldn’t have discovered in any other case. However bear in mind, the one factor scarier than having to start out your morning with no scroll via the FYP is discovering out your paid and natural social technique is completely shot with one legislative transfer.
