Should You Worry About the Potential TikTok Ban?

The simple answer… let’s wait and see. For now, it’s business as usual on the app. Influencers are still influencing, advertisers are still advertising. There are still a lot of legal hurdles on both sides as ByteDance, TikTok’s parent company, will undoubtedly challenge the law citing free speech and First Amendment rights. But, as the clock starts ticking, marketers may need to consider how they will adjust their social and influencer strategies and how to redirect advertising to other platforms should there be an outright ban on the app.

What will happen if there’s a TikTok Ban?

If you regularly go down the TikTok rabbit hole, there’s no need to panic just yet. The app and its content will not disappear overnight. However, the law would make it illegal for web-hosting services to support TikTok, forcing Google and Apple to remove the app from its stores – and without regular updates to keep it compatible with U.S. smartphones, the app will be unusable in time.

What will happen to influencers if there’s a TikTok ban?

Most content creators have already been making plans to shift to other platforms, notably, YouTube, Instagram, and Snapchat. While most creators have a presence on other platforms, they might be challenged to get their TikTok audience to follow. Moreover, they may need to reassess their content formats, video length, and post frequency because content that performs well on TikTok (due to its unique algorithm that streamlined audience access) doesn’t necessarily translate well onto other platforms. 

Brands with long-term relationships with specific influencers should consider how platform disruptions may change in the event of a ban. Brands that wish to continue those relationships should communicate a plan to support them on other channels and continue to develop the relationship across platforms. 

How would a TikTok ban affect brands and advertisers?

According to a report authored by Oxford Economics, TikTok generated $14.7 billion in revenue across twelve critical sectors of the U.S. economy and contributed $24.2 billion to the overall US GDP in 2023. Small and medium-sized businesses in the food and beverage industry were among the sectors most impacted.  

Brands that made TikTok the center of their marketing strategy will have to find new ways to engage audiences and shift ad dollars to other platforms. It won’t be easy, especially for those brands that rely on ever-evolving shifting trends and easy-to-create videos to fuel their content engine. It’s much more difficult to go viral on Instagram Reels due to its tough-to-crack algorithm and abundance of paid advertisers. 

Brands already investing in paid ads on TikTok will need to strategically redirect their ad dollars and invest in new creative that aligns more organically with alternative platforms.

What should marketers do if TikTok is banned?

The answer remains unchanged: make sure you’ve adopted a multi-channel approach to marketing. In other words, never put all your eggs in one basket. Building a robust marketing strategy that ensures continuity even in the face of platform disruptions. In addition to robust organic and paid strategies on other social platforms, brands should invest in relationship building through email, SMS, programmatic ads, paid and organic search, retail networks and in-store opportunities, and immersive brand experiences. 

Ready to get started? Contact Inspira Marketing to learn about our suite of integrated marketing services that build lasting relationships with consumers.