Update: This post was originally written before TikTok received a 90-day stay of execution in the United States. We’ve updated the post to reflect the app’s current status and overall uncertainty of its future. Despite the app only suffering a short outage before returning to service, there are still valuable lessons that can be learned from the event. It’s also important to remember that the future of the app is by no means certain. Therefore, it’s essential that users don’t get complacent. The best strategy is to hope for the best and prepare for the worst.
TikTok Reshaped Social Media
There’s no mistaking the fact that TikTok has completely reshaped the social media landscape as we know it. The video-sharing platform hasn’t only stolen the spotlight from “legacy” social media platforms like Facebook, Instagram, and YouTube, creating a burgeoning influencer economy. It’s also done something that no other social media platform has been able to achieve and created a seamless eCommerce experience, enabling brands to sell directly to the app’s millions of users.
TikTok Shop has been credited for selling billions of dollars of products globally. Who can forget the runaway viral success of the Stanley Quencher (an adult sippy cup)? The virility of TikTok even coined its own catchphrase: “TikTok made me buy it.”
So the news of TikTok’s looming ban in the US (originally scheduled for January 19, 2025) will not only hit the app’s 170 million US users who use the app to follow the latest trends but also a sizable business community that increasingly rely on the app’s incredible opportunities for monetization.
Will the Ban Still Happen, and Will It Be Permanent?
Yes. No. Maybe. While the app rose from the ashes, the uncertainty of the platform’s future means that the best course of action is to prepare for the worst possible scenario. That worst-case scenario is that TikTok is going away, and you’ll need to adapt to cut your losses and survive.
But What if TikTok Survives the Ban?
If TikTok survives the cull, consider what you have lost by preparing for its downfall. You might just have discovered new routes to market that further enhance your business. Happy days!
What Will Happen on Day One of the Ban?
If the TikTok ban takes effect in the next three months, here’s how various stakeholders on the app may be impacted on Day 1:
Users
New users in the US will immediately find the app inaccessible due to app store removals or blocking at the internet service provider (ISP) level. Even for those who already have TikTok installed on their devices, its functionality may be disrupted as the app will no longer be updated via the various app stores. Content saved within the app, such as drafts and favorited videos, may also become unavailable unless users have backed them up elsewhere. Update: During its brief outage following the January 19th ban, the TikTok app went dark in the US, meaning nobody could access it.
Businesses and Creators (Influencers)
For businesses and creators, the ban would be a significant disruption. Brands relying on TikTok Shop would lose their ability to sell to U.S.-based customers overnight. Marketing campaigns, paid promotions, and influencer partnerships tied to the platform would be paused or canceled. Content creators, especially those who built their audiences on TikTok, would face an abrupt loss of engagement and income, forcing them to shift their focus to platforms like Instagram, YouTube, or Facebook.
TikTok US
TikTok’s US operations would shut down completely, but it would still work in other countries like the UK and Europe. Businesses targeting international customers and with local resources could theoretically continue using it, but those focused on US audiences would need to adapt quickly.
What About Workarounds?
While there is lots of talk about potential workarounds, including potentially accessing TikTok via a VPN, these are not recommended and could even have legal consequences.
The best thing a US company or individual relying on TikTok for income can do is accept that the service is going away and refocus their efforts on alternative routes to market. Unless the issues leading to the ban are resolved (and there are lots of rumours), TikTok’s decline in the US market will quickly become terminal. While entrepreneurs love taking risks, it’s never wise to bet on a lame horse.
What You Should Do Before the Ban Takes Effect
Hurry! Time might still be in short supply. Don’t get caught out again. Before any ban takes effect, you’ll need to:
Diversify Your Social Media Presence
Start building and strengthening your profiles on other social media platforms like Instagram Reels, YouTube Shorts, and Facebook. These platforms offer similar short-form video features and can help maintain access to your audience, offering a glimmer of hope in the face of uncertainty.
Communicate with Your Audience
Communication with your audience is essential during this transition. Inform them about the potential ban and let them know where they can continue to interact with your brand. This transparency will help build trust and reassure your customers that you are taking steps to stay connected, making them feel valued and reassured.
Promote Your Email Newsletter
This is a great opportunity to promote your email newsletter. Offer incentives like discounts or exclusive content to encourage sign-ups. By growing your email list, you’ll have a reliable way to maintain engagement with your audience regardless of any future platform changes, keeping them engaged and connected.
Back Up Your Content and Data
Download your existing TikTok videos so they can be reused or repurposed elsewhere. The good news is that TikTok’s influence has ensured plenty of opportunities to share your evergreen vertical video content on alternative channels. Even straight-laced business channels like LinkedIn have joined the party. Additionally, take the opportunity to export your performance data, such as engagement metrics, audience demographics, and top-performing posts. This information will be invaluable for informing future strategies and setting objectives on other platforms.
Invest in Multi-Channel Ecommerce
Ensure your website and other platforms, such as Instagram Shopping or Shopify, are optimized and ready for increased activity. If you rely exclusively on TikTok Shop, start exploring alternative marketplaces like Amazon, eBay or Etsy to maintain sales channels.
Reallocate Your Budget
Stop all of your advertising on TikTok now. Then, consider reallocating your TikTok ad budget to platforms like Instagram, Facebook, and YouTube. You’ll need to experiment with different ad formats on those other platforms to find what resonates with your audience.
Lessons From the TikTok Ban
Entrepreneurs are often warned of the dangers of keeping all their eggs in one basket. The TikTok ban potentially represents one of the most painful lessons why it’s always a good idea to spread your risk.
Even if your business doesn’t operate on TikTok, take this opportunity to consider how many single points of failure could put your business at risk. If the financial health of your business relies on limited routes to market, such as a single supplier, a dominant eCommerce channel (like Amazon), or the undocumented knowledge of a single employee, take this opportunity to make the change.
Learn More
To learn more about how the marketing experts at emfluence can help your business reach a more robust audience across a more diverse range of digital marketing channels, including owned and paid media, email marketing, social media, and SMS, contact our team today at expert@emfluence.com.
