Image Credit: TechCrunch
In just a few short years, TikTok leapt from obscurity to become a titan in the social media landscape. With over a billion active users worldwide, it’s had a massive effect on how brands connect with their audiences – especially Gen Z and millennial consumers. Its dynamic, short-form video content and viral trends have made it a need-to-have platform for marketers.
But what happens if TikTok gets banned?
Earlier this year, the US House of Representatives voted overwhelmingly to approve a bill that would see app stores forced to stop distributing TikTok. In response, TikTok’s Shou Zi Chew has said that the Chinese social media giant is “not going anywhere,” and TikTok is set to appeal the bill in September.
Unsurprisingly, this got us thinking about what the effects of a TikTok ban would mean for social media marketing. With thousands of companies around the world investing in their TikTok presence, we think the shockwaves would be felt very deeply.
Above: TikTok’s Shou Zi Chew being questioned in the House of Representatives.
Image Source: Variety
Would a TikTok Ban Have a Lasting Impact on the Digital Marketing Landscape?
Firstly, it’s important to accept that TikTok has already had a lasting impact on digital marketing. It’s created, refined, and publicised an appetite for short-form, punchy video content. In fact, it’s done this so successfully that rival social media platforms have had to expand their offerings to include similar features.
So, the idea that social media marketing might revert to a pre-TikTok era is, essentially, out of the question.
That said, the digital marketing ecosystem is nothing if not adaptable. Brands that are entirely dependent on TikTok might have to diversify their position and work hard to build an audience on other platforms. This approach reduces risk and ensures continued access to large and engaged audiences regardless of platform-specific disruptions.
A shift in data and analytics could be on the cards.
Marketers rely heavily on data and analytics to track the performances of their campaigns. TikTok offers unique insights into user engagement and behaviour. With its absence, marketers would have to adapt to the analytics tools and metrics of other platforms.
What Does a TikTok Ban Mean for Brands and Businesses?
It would mean accepting the loss of a key marketing platform.
With TikTok being a crucial channel for brand engagement, specifically among younger demographics, its ban would be a big blow. Brands have invested heavily in the platform to drive brand awareness, engagement, and sales. Losing access to TikTok means losing a highly engaged audience and some of the content formats that resonate so well with them.
This means marketing strategies would have to shift.
Without TikTok, social media marketers would need to pivot quickly. This might involve reallocating budgets to platforms like Instagram Reels, YouTube Shorts, or Snapchat Spotlight, which offer similar (if less well-honed) short-form video content.
That said, each of these platforms has different algorithms and user behaviours, so it’s not entirely a like-for-like switch. Marketers would have to tailor content strategies and think up creative approaches to reach and maintain engagement with their audiences.
We might see competition get more fierce.
One of the effects of a TikTok ban for social marketers could be a big spike in competition. As brands and influencers migrate from TikTok to other platforms, virtual elbow room is going to become a hot commodity.
Brands might find it more challenging to stand out, potentially leading to higher advertising costs and the need for more sophisticated marketing strategies to achieve the same level of engagement.
How Would a TikTok Ban Impact Influencer Marketing?
TikTok has been absolutely instrumental in the rise of fame for many as an influencer. It provides a platform whose purpose is built for rapid follower growth, paired with lucrative monetisation opportunities.
A ban would disrupt these careers, forcing influencers to transition to other platforms. It’s worth bearing in mind, though, that success on TikTok doesn’t automatically mean success elsewhere, given the different audience dynamics and consumption patterns on each platform.
Influencers would likely diversify their online presence.
By establishing profiles across multiple platforms, TikTok influencers could mitigate the effects of a TikTok ban on their social marketing presence. This diversification could dilute their efforts and impact each platform, it’s true, but it might offer a safer and more consistent prospect in the long run.
It will likely mean a loss of income.
For some of the biggest influencers in the world, TikTok is their bread and butter. Massive income streams come through brand partnerships, sponsored content, and ads.
If TikTok were banned, these revenue streams would essentially, cease to exist. Rebuilding a follower base on another platform is always an option, but it would take time and might never fully replicate the previous earning potential.
A TikTok Ban Would be Good News for Competitors
Competing platforms like YouTube and Mark Zuckerberg’s Meta platforms would probably see an influx of new users and increased engagement. The collapse of TikTok could also be the perfect opportunity to introduce new features or improve existing ones, similar to the launch of Threads following Elon Musk’s controversial Twitter/X takeover.
Overall, this means that a TikTok ban would require marketers to adopt a more diversified and broad approach to identify and engage with new and existing audiences.
Want to Get Your Brand Ready to Navigate Social Media Shifts?
At One2create, we understand the ever-changing digital landscape and how it informs the importance of a diversified presence across platforms. Our in-house team of experts can help you and your brand navigate these shifts as seamlessly as possible.
We tailor each of our social media marketing campaigns to resonate with your target audience to make sure your brand continues to thrive. To find out more, visit our social media marketing page, or drop us a line for a more detailed chat.
