Possible TikTok ban—6 ways brands can prepare and stay relevant

Over the past few years, TikTok has become a powerful tool in the marketing mix. Its ability to drive brand love and sales at the same time have made the platform seemingly too good to be true. If America bans TikTok, what’s next for marketers? 

There is no doubt TikTok is facing challenging headwinds. Congress is threatening to ban the platform nationwide. States are moving to initiate bans on their own, including Montana, where lawmakers approved a ban beginning Jan. 1, 2024. Gov. Greg Gianforte has asked that the bill be expanded to apply to any social media app that transmits certain kinds of data to “foreign adversaries,” The Wall Street Journal has reported.

Here are a few ways that marketers can plan for the elimination of TikTok in the U.S.

Download your assets

Continue to create and post TikTok content but download your assets. Save versions of all brand and owned creator content, as well as individual post analytics and complete profile analytics.

Be aware of existing restrictions

TikTok is banned on school devices and the campus Wi-Fi at Florida State University—which is important to keep in mind for brands that do activations at universities, colleges or with the NCAA.

Australia, Belgium, Canada, Denmark, the European Union, Netherlands, New Zealand, Norway, United Kingdom and the United States have banned the use of TikTok on government officials' devices. 

The United States has banned TikTok from official devices used by the armed forces. 

Sky News Australia left TikTok due to security concerns that the app could “illegally pilfer the data of journalists, public citizens and politicians.” 

Consider other platforms with TikTok-like functionality 

F1's Ferrari Instagram account utilizes the IG Collaboration feature to cross-post content—both with its drivers and partner brands. This expands the content's potential reach across millions of feeds. 

Hendrick's Gin recently activated a ChatGPT spoof on Instagram Live that pulled in millions of users to engage with “Chat G&T,” a twist on Chat Gin and Tonic. 

Dating app Bumble creates IG Reels with creators sharing relatable dating stories, dating etiquette rules and dating misconceptions. These IG Reels, often filmed on iPhone, help bring a face to the brand and make the brand feel more real and relatable. 

Beauty brands, including Rare Beauty, have taken advantage of IG Reels, using vertical videos to showcase makeup tutorials and product testing. 

Explore YouTube Shorts

Brands looking to source content creators for video content partnerships should explore YouTube Shorts as their primary or secondary platforms. 

MTV has used YouTube shorts for rolling out bite-sized clips from its interviews, shows and award shows—including its Video Music Awards, from which it shared 10 videos of clips from the show. 

TikTok Creator Whitney Singleton (@KeepUpRadio) recently surpassed 100,000 subscribers on YouTube and credits this growth to YouTube Shorts, where she regularly posts and monetizes TikTok-like content.

Review creator contracts

If working with TikTok creators, ask your legal team to develop contingency contract clauses that allow you to adjust if TikTok is banned. Consider: 

Broadcast your presence elsewhere

Include links to Instagram, YouTube and other social handles in your TikTok profile now—so consumers can click to follow your brand elsewhere; consider strategies that drive cross-pollination.

Betches, for example, has a Linktree in its TikTok bio with links to its website, podcasts and YouTube content.

Brands should not be deterred by the possibility of a TikTok ban but embrace it as an opportunity to explore alternative social channels to maintain relevance and their relationships with consumers.