TikTok has completely transformed how brands connect with audiences, offering a platform for authentic, engaging storytelling. However, its future in the U.S. remains unclear, with a possible ban set for January 19, 2025. This decision hinges on TikTok’s parent company, ByteDance, selling its stake – a solution that now seems unlikely. Despite speculation about potential buyers or deadline extensions, neither TikTok nor the U.S. Supreme Court have made definitive statements about the platform’s future.
If the ban is implemented, there are two scenarios users can expect:
- Complete Shutdown: TikTok becomes entirely inaccessible to both existing and new users starting January 19th.
- Limited Access: TikTok is removed from app stores and browsers, but current users can still access the app on their devices.
The below steps can be taken immediately if a ban is implemented.
What To Do Next: Account Management
- Keep TikTok Accounts Active: Do not deactivate your TikTok account! If the ban is lifted in the future this could limit your ability to regain access to your account.
- Secure Handles on Other Platforms: Reserve your brand name and handle on platforms like YouTube, Pinterest, Snapchat, and Lemon8. Make sure to fully complete your profiles to help users easily identify and connect with your brand. Maintaining a presence on multiple platforms ensures you can keep posting and engaging with your audience, even as they shift away from TikTok.
- Guide Your Audience to New Platforms: Create posts that direct your TikTok followers to your profiles on other platforms. Use clear CTAs, such as: “Follow us on Instagram @yourbrand to stay connected!”
- Resize Your TikTok Assets: Edit your TikTok videos to meet the specific creative requirements of other platforms, such as Meta and Google. Pay attention to safe zones to ensure elements like text, subtitles, and logos are not cropped out. Tools like Capcut, Canva, and OpusClip can simplify this process and help optimize your content for different platforms.
What To Do Next: Paid Media and Social Shops
- Continue Running Paid Ads: Although there is no definitive answer on the state of TikTok, if the app remains accessible to existing users, keep your campaigns live for the time being.
- Activate Other Shops: If you’re on TikTok Shop, move to Instagram, Pinterest, YouTube, or Snapchat stores (if available to your brand, as Snap Store is still in beta). These platforms can fill the void left by the potential absence of TikTok Shop.
What To Do Next: Creative Briefs
Review any active and upcoming creative briefs to ensure they include posting on other platforms. To maintain a consistent yet platform-specific brand voice, contracts should require that creative assets and copy be tailored to the unique style and audience preferences of Instagram Reels, YouTube Shorts, Snapchat, and Pinterest.
What To Do Next: Platform Evaluation and Budget Allocation
When updating your short-form video strategy, YouTube Shorts and Instagram Reels are the primary platforms to consider. However, there isn’t a universal strategy that fits all brands. Your approach should be tailored based on several factors, such as your brand’s impact on TikTok, the level of audience engagement, and how well your products were received by TikTok users.
In terms of budget allocation, keep in mind that TikTok’s actual user base might be smaller than perceived (fact: YouTube and Instagram actually have larger audiences). This perception should influence how you distribute your budget. To determine the best approach:
- Analyze Historical Performance: Identify which platform has delivered the strongest results for your brand.
- Smaller Budgets: Focus on your top-performing platform to maximize impact.
- Larger Budgets: Distribute proportionately across platforms, adjusting as performance data becomes available.
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TikTok’s uncertainty is a challenge, but it’s also an opportunity to diversify and strengthen your social media strategy. By staying proactive, leveraging the strengths of alternative platforms, and maintaining flexibility, your brand can continue creating authentic, impactful content — no matter where your audience goes next.
brkfst.io can create a tailored content strategy for your brand to optimize budgets and maintain audience engagement across alternative platforms amidst TikTok’s potential ban. Send us an email to learn more.