“TikTok” and “ban” have increasingly been mentioned together, especially with various governments already banning the app on official devices. Now, it looks like the US might extend this ban to the general public. What happens if the app gets banned? And, what does this mean for your online marketing strategy? Let’s dive into it.
What is happening?
The U.S. is on the verge of a major decision about banning the social media platform TikTok.
The Supreme Court is currently reviewing a law signed by President Joe Biden in April, which requires TikTok to disconnect its U.S. operations from its Chinese parent company, ByteDance, to avoid a ban. The decision is expected by January 19th.
During recent court sessions, TikTok representatives argued that the ban would infringe on the free speech rights of 170 million American users, but the justices seemed skeptical of these claims.
Interestingly, former President Donald Trump, initially a proponent of the ban, has reversed his stance and requested the Supreme Court to postpone the ban to allow time for a political solution. This request has been denied.
Why is it happening?
U.S. officials raise concern about the possibility that ByteDance could share TikTok user data with the Chinese government under China’s national intelligence laws. There’s fear that the vast amounts of user data TikTok collects could be accessed by the Chinese government and used against the U.S.
The debate around this potential ban is sparking controversy, with critics arguing it infringes on the First Amendment’s protection of free speech. The implications of such a ban could set a precedent for censorship.
For marketers and business owners, the uncertainty around TikTok raises questions about future marketing strategies. If TikTok is banned in the U.S., could similar actions follow in Europe?
Implications for Marketers
The potential US ban on TikTok could have significant short and long-term implications. Here’s what marketers need to know:
1. Impact for users
Should the U.S. decide to ban TikTok, it’s plausible that European countries might adopt similar measures. A ban would likely mean that tech giants like Apple and Google would have to remove TikTok from their stores, effectively phasing it out by preventing updates and new downloads. There’s considerable uncertainty about how such a ban would be enforced. TikTok’s own legal representatives express doubts, with lead attorney Noel Francisco adding “on January 19, as I understand it, we shut down,”.
Despite potential bans, users often find workarounds, such as VPNs, which have proven effective in countries like Russia and China where government restrictions on Western social media are very strict.
2. TikTok might die, but short-form video will live on
TikTok’s potential exit doesn’t spell the end for short-form video content, which has become a staple in digital marketing. TikTok was a pioneer in popularizing bite-sized, vertical videos, which is now adopted by virtually every social media platform, from Instagram to LinkedIn.
Maintaining a strategy inclusive of short-form content is crucial as platforms like YouTube Shorts, Instagram Reels, Snapchat, and LinkedIn continue to attract audiences with this format.
3. YouTube and Instagram: The new go-to platforms
In the event of TikTok’s departure, platforms like YouTube and Instagram are well-positioned to capture displaced users. YouTube, with its extensive user base of over 2.5 billion and superior monetization policies for creators, is an attractive alternative for TikTok stars looking to maintain or even enhance their revenue streams. As YouTube is owned by Google, YouTube Shorts can also potentially benefit from enhanced SEO visibility, making them more prominent in Google searches.
Instagram, though smaller than YouTube at 2 billion active users, is growing and is continuously enhancing its video capabilities to support short-form content creators, including new in-app editing tools that rival TikTok’s editing app “CapCut.”
4. Diversify!
The instability surrounding TikTok highlights the necessity of diversifying across multiple platforms. Today’s content strategies allow for seamless adaptation of one video across various platforms, enhancing both reach and efficiency. While each platform has its unique culture, the universal shift towards short-form content facilitates a flexible yet impactful approach across different digital environments. Expanding your presence across multiple platforms not only safeguards against the volatility of any single service but also amplifies your overall digital footprint.
Conclusion
Navigating the evolving social media landscape requires flexibility and innovation. As platforms evolve, the key to success lies in adapting quickly and embracing new trends such as short-form video content. By diversifying across platforms and optimizing content strategies, businesses and creators can enhance their engagement and continue to thrive in a dynamic digital environment.