The United States Supreme Court had unanimously ruled that TikTok will be banned in the U.S. starting January 19th unless its parent company, ByteDance, divests ownership. The app’s future is still highly uncertain as the Trump administration signed an order on January 20th delaying the ban for at least 75 days; however, the app remains unavailable in both Apple and Google app stores. This uncertainty leaves social media marketers and brands forced to adjust their strategies for a post-TikTok landscape. TikTok’s loyal and passionate users are also going to be looking for a new platform to fill the void.
At Brado, our insight-led digital marketing team is helping clients consider strategic pivots to navigate this transitional period and be prepared for multiple outcomes.
1. Shifting Focus to Instagram Reels and YouTube Shorts
Many TikTok creators and users will migrate to alternative platforms to fill the void left by the ban. Apple’s app store charts indicate the frontrunners are RedNote, Lemon8, Clapper, and Flip. While RedNote and Lemon8 are popular among users, they pose inherently the same issues as TikTok with both under Chinese ownership. Clapper is a video-sharing app that is ad free; however, creators can monetize their content behind a paywall. The app also boasts restrictive age limits requiring users to be 17 or older to sign up. Flip is a video shopping focused app where users can earn rewards by interacting with the app and monetize their own content. While these new apps are popular right now, the longevity of interest remains to be seen. The most likely scenario is that Instagram Reels, Twitch, and YouTube Shorts capture TikTok users. These platforms represent a low barrier to entry for consumers as many already utilize the traditional versions of the apps. From a digital marketing perspective, all three are well-established platforms that offer seamless integration into existing strategies and provide familiarity to brands in an uncertain time.
2. Analyzing and Adapting to Audience Preferences
Take a closer look at what made your TikTok content successful. Was it the engaging, bite-sized videos? The platform’s unique demographic reach? Or perhaps TikTok’s robust search and discovery features? By understanding what resonated with your audience, you can refine and replicate these elements across other platforms and strategies.
3. Investing in Retargeting to Maintain Engagement
If your TikTok campaigns drove traffic to your website or captured user data, now is the time to double down on these audiences. Allocate more ad spend toward retargeting efforts across multiple platforms to remind users of your brand and maintain the community engagement that was driven on TikTok.
Across platforms, our insight-driven approach at Brado utilizes proprietary customer journey mapping and allows us to deliver the right message, to the right audience, at the right moment in time. Contact Blake DeCola, General Manager for Digital Marketing to learn more.