Last April, Congress passed a TikTok “ban” which Biden promptly signed into law. This law requires ByteDance, TikTok's Chinese parent company, to sell TikTok to an American owner by January 19, 2025 or face a ban. If the ban goes through, the app will be removed from US app stores, and users will no longer receive updates for security or bug fixes.
For many brands, including Orange 142 clients, the ban can mean a major disruption in the way you reach and engage younger demographics. TikTok is a productive platform, one that consistently delivers strong performance:
- 71.2% of TikTok users have shopped after discovering products on the platform
- 58% of Gen Z use TikTok for shopping inspiration
- 55% of TikTok users made impulse purchases on the platform
What’s more, TikTok's algorithm gives marketers a unique advantage in content discovery, making it easier for brands to reach massive audiences of consumers new to their brands quickly and efficiently. Content that resonates has a higher chance of going viral compared to other social platforms, thanks to TikTok's sophisticated content recommendation system. The platform also offers terrific opportunities for influencer partnerships, as TikTok creators tend to have highly engaged followers who trust their recommendations.
While these benefits will be missed, it’s important that you take steps to plan for the future.
(Note: The ban is not a done deal, as the US Supreme Court is set to hear arguments on the legality of it on January 10, 2025. What’s more, in late December President-elect Trump asked the Supreme Court to delay the ban.)
Be that as it may, here are the steps Orange 142 recommends you take in order to prepare for -- and mitigate the impacts of -- the ban:
Backup Your TikTok Content
If you’ve invested in content for TikTok you may be able to deploy it to other platforms, which means you’ll want to back it up immediately. Fortunately, TikTok offers built-in data download feature to streamline the process. Or, you can use a third-party tool, such as Spikerz, for automated backups and added security.
Diversify Platforms
While it’s difficult to predict which platform Gen Z audiences will migrate to in the event of a ban, it’s a smart idea to expand your brand presence on other social media platforms, such Instagram and YouTube. Instagram is already the second most popular platform for Gen Z, with 72% using it, and its short-form video feature, Reels, could be a natural alternative for your existing TikTok content.
As Taylor Lorenz details in her book, Extremely Online, converting users from one platform to another isn’t a simple process. History is littered with examples of successful influencers losing their audiences when forced to switch platforms. For this reason, it is important for you to work with an expert to help you develop platform-specific strategies, as direct conversion may be challenging.
Strengthen Your Own Media
Now is the time to up your own media game. Consider asking your current TikTok followers to provide your brand with their email addresses so that they may continue learning about your great product releases. You can leverage email marketing to build direct relationships with your audience (and gain insights into where they spend time post-TikTok).
And, of course, you’ll want to create high-quality, evergreen content on your website or blog.
Adapt Your Influencer Strategy
TikTok has been a great platform for influencer marketing. More than half (55.5%) of brands favor the platform for influencer marketing, and in large part due to its algorithm. In terms of sales it outperforms Facebook and YouTube.
But if TikTok is ultimately banned, you will need to adapt your influencer strategy. One strategy is to look for creators who have followers across multiple platforms (your Orange 142 team can help you identify potential partners). And until the dust settles, it’s probably a good idea to include contract clauses for alternative content creation if TikTok becomes unavailable.
If you’re worried about the ban's impact on your influencer marketing initiatives, contact your Orange 142 team. We have extensive experience in nurturing influencers so that they deliver on brand goals, as well as helping brands create and revamp their influencer marketing initiatives.
Analyze Audience Demographics
As you prepare for a potential ban, you must understand where your target audience spends time online beyond TikTok so that you can tailor your existing content for those other online destinations.
That can be a bit tricky, but Orange 142 has multiple tools to help you, including:
- Extensive database. Orange 142 leverages a comprehensive database of consumers, travelers, shoppers, and niche audiences that can be highly segmented and targeted for digital advertising campaigns.
- Cross-platform tracking. We offer cross-platform data from mobile web and apps to provide a full spectrum audience view for online advertising.
- Audience segmentation. Orange 142 has segmented our data into specific audience groups based on client needs, allowing for targeted reach across various platforms.
- Real-time dashboards. Our real-time dashboards can help you track performance across different platforms to identify where your audiences are most active in a post-TikTok world.
- Omnichannel approach. Our services span multiple channels, which will help identify where your audience will spend that time should the ban go into effect.
Be Flexible: Prepare Multiple Strategies
Perhaps the most important thing for you to do is to prepare for two scenarios: one in which TikTok is banned and one for which it continues to be an option.
Again, there are many reasons why the ban may not come to fruition, including the possibility that the incoming President may veto the ban; the Supreme Court may not issue a ruling until later on in the year; or ByteDance may opt to sell TikTok to a fully American-owned company.
We’re Here to Help
Your Orange 142 team is here to help you navigate the uncertain future of TikTok and ensure your brand's continued success in reaching and engaging your target audience.
With our extensive digital marketing experience and comprehensive suite of tools and strategies, we're well-equipped to guide you through this potential transition. Whether diversifying your social media presence, optimizing your owned media channels, or refining your influencer marketing approach, we're committed to developing tailored solutions that align with your brand's unique needs and goals.
