Is TikTok’s time up? What the recent legislation means for marketing.

TikTok is a powerhouse of potential for social media marketing. And while the app initially seemed to fill the void left by Vine, it has evolved into so much more for its 150 million U.S. users. From product listings to influencer collaborations, the possibilities have been as seemingly limitless as the app’s potential. That is…until now. 

While the potential ban presents a significant disruption, it is also a reminder of the fluid nature of digital marketing. It challenges us to innovate, adapt and be forward-thinking. So what’s happening with TikTok, and what does this mean for your brand? We’re here to break down the details of the recent ban.

What the heck is going on? 

Woof…that’s a loaded question. But let’s keep things concise.

On Wednesday, April 24, 2024, the U.S. government passed a foreign aid bill that, included in its bells and whistles, was a teeny little section with big implications for our favorite short-form video hub.

The TikTok ban details have given ByteDance, TikTok’s parent company, nine months to sell the app to an American-based buyer before any action is taken. If the sale begins, ByteDance has an additional three months to complete the sale.

This complex situation likely faces legal challenges – which ByteDance has circumnavigated in the past. However, they’ve never gone up against the actual U.S. government, leaving the app’s future uncertain stateside. 

What happens to TikTok if it gets banned?

Worst case scenario, the app is removed from the app store. That means no new downloads and, likely, no new updates either. Here is what most think will happen:

• App Removal: Most likely, TikTok would be removed from the Apple App Store and Google Play Store. This means you won’t be able to download the app if you don’t already have it.
• Functionality: The app itself might still function for those who already have it downloaded but for an uncertain amount of time. Updates and bug fixes would likely cease, potentially causing functionality issues in the long run.
• Security Risk: Without updates, the app could become a security risk as new vulnerabilities are discovered with no fixes to counter.

These issues affect users across the board. Businesses and organizations will have even more considerations if the ban really takes effect.

Should your business hit the panic button?

Short and sweet – no! Like we said, the future is uncertain at the moment. While the situation calls for attention, TikTok is still operational.

Full-service marketing communications agencies – like us – are closely monitoring these developments and keeping clients – like you – up to date on it all. Your success is our priority, and we’ll be here to help you through the transition if/when it comes. For now, here’s what you can do:

1. Breathe Easy (For Now): Focus on optimizing your current social media strategy across all platforms.
2. Explore Alternatives: Start familiarizing yourself with other platforms that resonate with your target audience. Consider Instagram Reels or YouTube Shorts.
3. Diversify Your Reach: Don’t put all your eggs in one basket. A robust digital marketing presence across multiple platforms helps you mitigate risk and reach a wider audience. Use this time to cross-promote your other social media accounts. (i.e., Follow us on Facebook, Instagram, etc.)
4. Trust Your Marketing Partner: We’ll provide regular updates on the situation and strategize with you to adapt your social media presence as needed.

And if the unthinkable happens, you’ll have set the groundwork for a seamless transition for you and your audience. Ready for some good news? If you’re working with Team TRIO now, your brand is already set up for success.

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Is your business busy? Great! Is it too busy to tackle social media? We can help! TRIO’s full-service agency is ready to level up your events, marketing and web efforts. Contact us today to create intentional marketing solutions that make a difference.