In light of the potential TikTok ban in the United States, marketers are swiftly adapting their strategies to mitigate risks associated with the platform's uncertain future. The looming legislation that could make it illegal to distribute or host TikTok in the U.S. has spurred a wave of contingency planning among businesses reliant on the platform for advertising and engagement.
Many brands and retailers such as PrettyLittleThings, has since opening its Business Account in 2019, Pretty Little Thing has accumulated more than 1.1 million followers and generated more than 15.7 million likes across 460+ videos. TikTok has proven to be highly effective for engaging with its audience while helping the brand maintain a buzz around its fast fashion clothing lines.
Osian, owner of Antur Supply Co, a U.K.-based adventure lifestyle brand, has grown his fan base to over 90,000 followers. Osian says that posting regularly on TikTok is key. He started his TikTok journey with videos about starting a business from his bedroom, sharing things like his business inspiration, design and manufacturing process, and packaging orders in his home office. He wasn't expecting a large audience, but one of his early order-packing videos went viral.
We reached out to 13 marketing experts to ask:
Should retailers and brands continue to focus their social media marketing efforts on TikTok despite the potential US ban, or should they redirect their attention to other platforms?
Experts suggest several key strategies for brands to prepare for a possible TikTok ban, emphasizing the importance of not putting all their digital eggs in one basket.
1. Assess TikTok's Global Impact
A potential ban on TikTok in the US certainly raises concerns, especially if you are investing money and resources into this channel.
TikTok is still a HUGE platform, with more than 1 billion monthly active users, and will still be a great place to reach a worldwide audience. Something to take note of here is that TikTok, in 2023, contributed $24.2 billion to the overall GDP and more than 224,000 American jobs.
It likely won’t be fully banned.
Regarding preparation, brands should ALREADY be implementing tactics to drive consumers to their owned platforms, such as email lists and websites, ensuring control over content and audience interaction.
Additionally, brands, regardless of TikTok’s potential ban, should diversify their social media presence. Other platforms can provide different perspectives for consumers, enhancing brand visibility and engagement.
Overall, TikTok’s ban is a valid concern; brands should be aware of it, not scared of it, and ensure they continue to diversify their platforms.
Olivia Bell, Social Media Strategist, TripleTen
2. Consider Pinterest for Sales Intent
Users aren't so sold on TikTok shopping.
If you look at first-hand perspectives on Reddit, many people are skeptical of its legitimacy or are annoyed by how much it has taken over their feed.
Aside from great free tools like Google Merchant Center, which online retailers should already be utilizing, the social media platform I'd recommend the most is Pinterest.
On TikTok, the user intent to buy is not as apparent as it would be on Pinterest, as most people who use the platform are already in the sales mentality of looking for something to buy, or at least bookmark to buy for later on.
Plus, it's pretty easy to use and doesn't require as much effort as filming a video, adding captions, etc.
Sarah Blocksidge, Marketing Director, Sixth City Marketing
3. Capitalize on TikTok's Narrative Potential
I think it is important for the Gen Z and X markets to create an authentic and creative presence on TikTok in spite of the US ban. I have seen a lot more brands creating talking videos that are more informative, storytelling about their brand, and that eliminate the use of music altogether.
There is a unique opportunity on the TikTok platform to create a new kind of narrative content different from IG at the moment, and it's a great time to capitalize on those viewers.
Katrina Olson-Mottahed, Social Media Strategist, KollectifCreativeInc.
4. Invest in TikTok, Stay Agile
Absolutely, brands should continue to invest in TikTok. It's a powerhouse platform with unmatched reach and engagement, especially for connecting with younger audiences.
That said, it's always wise to diversify. Don't put all your eggs in one basket. Explore emerging platforms like BeReal and Threads. Stay agile and ready to pivot if needed.
But for now, TikTok remains a vital part of any robust social media strategy. The potential ban is still speculative.
Until there's more clarity, I advise clients to keep TikTok in the mix while keeping an eye on the landscape. Focus on creating authentic, entertaining content that resonates. That approach will win on any platform.
Casey Jones, Founder and Head of Marketing, CJ&CO
5. Continue TikTok Focus, Monitor Developments
Retailers and brands should absolutely continue focusing on TikTok.
Although there's indeed talk about a potential US ban looming over TikTok, it's not set in stone yet. Plus, let's not forget that the CEO and the team behind TikTok are putting up a solid fight to avoid such a fate.
Beyond the uncertainty, TikTok remains a powerhouse for social media marketing. Its knack for short-form videos is unmatched, making it super effective in reaching a broad audience quickly.
So, until things get clearer, riding the TikTok wave is a smart move for any brand looking to make a splash in the social media realm.
Daniel Willmott, Founder, Shortformvideo.co
7. Adopt a Balanced Social Strategy
The answer isn't black-and-white.
On one hand, TikTok's popularity and engagement in the US is undeniable. Over 100 million Americans use it monthly. For brands that have found success on the platform already, continuing to nurture that audience makes sense, even if the future is uncertain. A ban may never come to fruition.
However, exclusively banking on TikTok as the cornerstone of your social strategy is risky. I advise retailers and brands to take a balanced approach. Maintain your presence on TikTok but also grow your reach and community on other viable platforms like Instagram, Facebook, and YouTube.
The key is flexibility—being ready to shift gears if needed, while not abandoning audiences you've already built. Spreading your efforts allows you to withstand changes in any one platform.
Mac Steer, Owner and Director, Simify
8. Diversify Digital Marketing Channels
Brands need to consider more than just TikTox.
Redistributing a portion of your advertising or digital marketing spend might be a good way to keep up with the volatility of social media. Wherever it makes sense for your business, you should think about allocating resources to digital marketing channels like email or mobile.
It's best to avoid spreading yourself too thin, even when members of your audience may utilize several social media platforms. Certain platforms, for instance, may be more effective for certain age or gender distributions within your audience, despite having a smaller reach. This is where having specific goals for your social media presence is crucial.
With social media, what goals do you hope to accomplish?
This will assist in deciding on the platform as well as your content strategy. Increasing traffic, attracting new audiences, raising brand exposure, boosting engagement, and generating leads are a few typical goals for a social media strategy.
Kartik Ahuja, Digital Marketer, kartikahuja.com
9. Embrace TikTok with Strategic Adaptability
I advocate for brands to maintain their focus on TikTok despite the potential U.S. ban, but with a dynamic and strategic approach.
While the ban introduces uncertainties, it's crucial for brands to evaluate their audience's preferences and be prepared to adapt their social media strategy accordingly.
TikTok's unique engagement opportunities should not be overlooked, but brands should also diversify their presence across platforms like Instagram and YouTube to mitigate risks.
Flexibility and a willingness to evolve with shifting landscapes are essential for sustained success in the dynamic realm of social media marketing.
Amanda O'Connor, Social Media Strategist, OC Social
10. Plan Contingencies, Don't Retreat
While prudent contingency planning makes sense, an outright TikTok retreat seems premature given the salient global opportunities. Even if a U.S. ban materializes, that still leaves thriving international markets ripe for cultivation.
Moreover, a sale to an American entity could swiftly neutralize domestic concerns over data stewardship and national security. TikTok's addictive content-discovery engine and viral wildfire mechanics are too powerful to ignore for anyone craving authentic connection at scale.
Sure, responsible diversification is wise as this saga unfolds. But I'd argue that watching TikTok closely for suitable pivots, rather than pivoting away entirely, misses the point.
Jason Smit, CEO, Contentellect
11. Experiment with TikTok, Diversify Efforts
Retailers and brands should continue experimenting with TikTok for now, but also diversify their efforts across other platforms.
TikTok offers access to an enormous, highly engaged Gen Z audience that can drive real business impact if tapped effectively. A potential US ban is worrying, but until it's official policy, the opportunity is too significant to ignore.
At the same time, putting all your eggs in one basket is never wise. Other fast-growing platforms like Instagram Reels and Snapchat also show strong potential to reach younger users.
The key is testing, learning, and optimizing across channels. Run some pilot TikTok campaigns, see how they perform, then adjust your strategy based on the results. And do the same on other platforms.
Over time, the channels that drive the highest return on investment will rise to the top. But remain flexible, because in social media, today's hot platform can quickly go cold or face policy changes beyond your control.
A balanced, data-driven approach to social media marketing is the safest bet in today's uncertain environment. Focus on the opportunities in front of you, but always be ready to shift if needed.
Matthew Gover, Content Manager, SlotsUp
12. Maintain TikTok Presence, Diversify Platforms
Retailers and brands shouldn't abandon TikTok entirely, but a diversified social media approach is key.
TikTok's engagement is undeniable, but a multi-platform approach offers crucial benefits. Firstly, it hedges against an uncertain ban, ensuring continued reach. Secondly, a diversified presence prepares you for evolving audience preferences and emerging platforms.
Finally, different platforms have unique strengths: leverage TikTok for short-form video content, and utilize Instagram Reels or YouTube Shorts for similar features, alongside the shoppable features Instagram offers.
Daniel Florido, Chief Web Development and Director, Pixelstorm
13. Hybridize Content Across Stable Platforms
TikTok's unstable future is likely to drive some retailers and companies to rethink their social media marketing tactics. The biggest challenge for brands is how to adopt a hybrid approach that combines elements of TikTok’s entertaining format with the stability of more established platforms.
Brands could use TikTok’s short-form video style and format, and repurpose their content across Instagram Reels, YouTube Shorts, and Snapchat Spotlight.
A combination of repurposed content and UGC (user-generated content) campaigns across platforms not only allows brands to diversify their media reach, but it also ensures that their social media content strategy still has a solid foundation if TikTok ends up in the toilet, regardless of government regulator intervention.
Gavon Burkdull, CEO and Co-Founder, Zestain
Conclusion
While the potential TikTok ban poses significant challenges for brands and marketers, it also presents an opportunity to rethink and strengthen digital marketing strategies. Maximizing the use of TikTok before any ban, diversifying their channel mix, and having a solid contingency plan, brands can navigate the uncertainties and continue to engage effectively with their audiences.
