January 16, 2025
For businesses based in the US, the news of the upcoming TikTok ban will have repercussions on their marketing activities. Here is an overview of how we got here and what we can do in light of the popular platform's uncertain future.
Why?
The U.S. government is concerned that TikTok could share American users' data with the Chinese government, which they see as a security risk. Even though TikTok has made efforts to protect data, lawmakers remain worried about potential misuse.
What could happen?
- Immediate Ban: If ByteDance does not comply by the January 19 deadline, TikTok will be banned in the U.S. This would prevent new downloads and updates, and over time, degrade the app's functionality for existing users. As of 1/16, there is also a possibility that TikTok will make the app unavailable to current users on Sunday if the ban goes into effect.
- Delay: As of 1/17, the Supreme Court has decided to NOT delay the ruling and will uphold the TikTok ban rejecting ByteDance’s First Amendment challenge to the law.
- Potential Sale: Several parties have expressed interest in acquiring TikTok's U.S. operations, with Project Liberty being the most prominent. The organization has made a formal offer to purchase TikTok's U.S. assets. However, the sale would exclude TikTok's algorithm, as it is considered proprietary intellectual property.
When will we find out if TikTok is officially banned?
As of 1/17, the Supreme Court has officially decided to ban TikTok. However, things could still change if there is a sale or the new administration steps in.
What are some alternative social platforms being explored?
- Instagram Reels and YouTube Shorts: Features within existing platforms offering short-form video content similar to TikTok. Instagram Reels has gained the most traction among brands due to its similarity to TikTok and the ease of repurposing content on a platform already in use.
- RedNote (Xiaohongshu): A Chinese social platform blending images and videos in a Pinterest-like newsfeed. This platform has recently seen a significant migration of TikTok users.
- Lemon8: Another ByteDance-owned app combining elements of Instagram and Pinterest.
- Clapper and Triller: Platforms focusing on short-form video content with a similar set up and functionality.
As users migrate to these alternative platforms, they seek the same high-quality algorithm experience and robust content moderation that made TikTok a leader. There is not an equal alternative to TikTok but Valtech is proactively assessing platforms to identify the best options and relevance for brands.
What action can you take in the next weeks for your brand?
- Current Status and Potential Outcomes: Keep yourself informed about the latest developments regarding the TikTok ban. Follow updates from credible news sources, government announcements, and TikTok’s official communication channels. Understand how the situation might unfold and the possible scenarios, such as a complete ban, partial restrictions, or new regulations. Being proactive in gathering information will help your brand adapt quickly to any changes.
- Short-Term Plan: List the action steps in case of a ban, such as reallocating or pausing advertising budgets, downloading essential TikTok content, and transitioning to alternative platform.
- Long-Term Strategy: Prepare to revisit a long-term social media strategy once we have clear vision on the future of TikTok.
There’s no one-size-fits-all solution, but our team at Valtech is here to provide tailored guidance. Don’t hesitate to reach out to us!