A Guide for Businesses and Higher Education Marketers
The other night, as I doom-scrolled through TikTok, hopping from a mouthwatering recipe to an ingenious makeup tutorial, a sinking thought hit me: “What if this is all gone soon?”
That familiar moment of panic set in—not just for myself but for the brands, small businesses, and educators who’ve built entire strategies around this platform.
If you’re feeling that same wave of uncertainty, don’t worry. There’s no need to panic. We’ve got you covered with this handy guide to navigate the potential TikTok ban and prepare your marketing efforts for whatever comes next.
Is TikTok Actually Getting Banned? The State of TikTok in the U.S.
TikTok’s future—and its 170 million American users—remains uncertain as the Supreme Court weighs the constitutionality of a law that could ban the platform in the U.S. unless its China-based parent company, ByteDance, divests its U.S. operations by January 19.
This creates a shaky situation for every U.S. based TikTok user: TikTok could continue operating as usual, but become slower, more buggy, or start crashing often...or vanish overnight.
Why TikTok Matters
TikTok isn’t just another social media app; it’s a cultural phenomenon. With more than 170 million U.S. users, the platform has revolutionized content consumption through its short-form videos, advanced algorithms, and ability to spark viral trends.
For marketers, especially those trying to reach younger generations, TikTok offers a goldmine:
- Unparalleled Reach Among Younger Audiences: Gen Z and Millennials dominate TikTok, making it a go-to platform for targeting younger generations.
- Authentic Engagement: The platform’s algorithm prioritizes authenticity over polish, enabling brands to connect on a more personal level.
- Creative Potential: TikTok’s tools empower users and brands to create compelling, easily shareable content.
- Search Engine: Especially for the younger generations, the app is used as a primary search engine – whether to research university culture, find a new recipe to try, or for a review on the latest skincare product.
- Powerful E-commerce Integration: TikTok’s shopping features seamlessly blend entertainment with commerce, allowing users to discover and purchase products directly through the app while watching content.
Losing access to this ecosystem could significantly impact brands that rely on TikTok to drive awareness, engagement, and even sales.
How to Prepare for a Potential TikTok Ban
# 1. Diversify Your Social Media Strategy
Relying too heavily on one platform is risky.
Start integrating platforms like Instagram Reels, YouTube Shorts, and emerging players like RedNote and Lemon8 into your strategy. While these platforms don’t perfectly replicate TikTok’s culture, they offer similar short-form video opportunities to reach your audience.
# 2. Build Your Owned Media Channels
Now is the time to strengthen your email lists, websites, and apps.
TikTok might be an effective discovery platform, but owned channels allow you to maintain direct relationships with your audience—free from third-party platform risks.
# 3. Repurpose TikTok Content Elsewhere
Many brands already have robust TikTok libraries.
Repurpose these videos for Instagram, YouTube, or even LinkedIn (for more polished campaigns). TikTok influencers are already asking their followers to start following them on Instagram Reels.
Creativity and storytelling are transferable skills, regardless of the platform.
# 4. Experiment with New Tactics
Gen Z might be TikTok’s primary audience, but their media habits extend beyond the app. Experiment with interactive email campaigns, gamification, and even traditional channels like SMS to maintain engagement.
# 5. Monitor the Rapidly Evolving Landscape
Stay informed. The situation is fluid, and any developments around TikTok could open new opportunities—or close them.
Ensure your team is ready to pivot. Follow us on LinkedIn and Instagram and/or subscribe to our newsletter.
What Higher Education Marketers Need to Know
For higher education institutions and other marketers trying to reach and engage with younger generations, TikTok has been a transformative tool for recruiting and engaging with these audiences, including prospective students.
If TikTok disappears:
- Leverage Instagram and YouTube for Campus Tours: These platforms can emulate TikTok’s dynamic storytelling through Reels and Shorts.
- Adopt a Content-First Approach: Gen Z prioritizes relatable, authentic content. No matter the platform, focus on stories that resonate with their values. User-generated content (UGC) is a must.
- Explore Emerging Channels: Keep an eye on trends and be ready to adopt platforms gaining traction among younger audiences.
Double Down on Diversification and Authenticity
While TikTok’s fate hangs in the balance, its potential loss highlights a universal truth: platforms come and go, but compelling storytelling and strategic agility are timeless.
By diversifying your approach and doubling down on authentic connections, you can weather this storm—and emerge even stronger.
Now is the time to future-proof your strategy. Are you ready? Contact our Director of Social, Gloria Janek, to schedule a 30-min chat to get your strategy in place.
