Last week, President Biden signed a law banning TikTok in the U.S. unless its parent company, Bytedance, sells its U.S. stake. This move affects over 170 million users and $24 billion in the economy, but experts believe this may not be the end of TikTok as we know it. The U.S. has the largest TikTok audience globally, with 148 million unique monthly visitors, and creators, marketers, and advertisers are reacting to the news and preparing for what’s next.
Creators like Koosha Nori, a beauty industry expert and social media strategist, are adapting to the potential ban by maximizing their presence on TikTok. Nori has landed numerous brand deals on the platform and sees the potential for continued success, especially with brands focusing on TikTok shop strategies. With TikTok expected to grow its U.S. e-commerce sales to $17.5 billion in 2024, experts are urging creators to seize growth opportunities and accelerate their TikTok shop strategies.
Many in the industry are emphasizing the importance of diversifying marketing channels beyond TikTok. Erik Graber, Co-Founder of Cohley, suggests incorporating other social platforms into the mix to adapt to potential budget shifts and changes in consumer trends. Creators like Nori are also advising others to spread their content across multiple platforms to create a safety net for their personal brands. With the possibility of a ban looming, having a contingency plan in place is crucial for both creators and brands.
As the future of TikTok in the U.S. remains uncertain, creators, brands, and advertisers are preparing for multiple outcomes in the rapidly evolving digital landscape. While some creators are maximizing their presence on TikTok before a potential ban, others are focusing on diversifying across channels like YouTube Shorts and Instagram Reels. Marketers are also re-evaluating their strategies, with some anticipating a budget shift towards alternative platforms if TikTok is permanently banned.
Industry experts like Ivan B., Founder and CEO of IGNITE agency, and Steven Johnson, VP of Digital and Growth Marketing at DIFF Eyewear, are encouraging creators and brands to continue testing different platforms and learning which content resonates best with specific audiences. With the potential for brands to reallocate budgets if TikTok is permanently banned, having a backup plan is essential. Overall, the key takeaway is that creators, brands, and advertisers must be ready to pivot and adapt to the changing social media landscape, regardless of the fate of TikTok in the U.S.
