With the looming possibility of a TikTok ban in the U.S., many businesses are left wondering what this means for their paid advertising campaigns and social media strategies. Our paid and social media teams have gathered actionable advice to help your business navigate this change regardless of whether you use the video platform or not.
My business has been using TikTok for marketing, what should I do next?
Shifts like this are challenging, but they’re also a chance to explore new opportunities for growth. If your business has been using TikTok for marketing, here are some next steps our team recommends:
Short-Term Actions
- Pause TikTok Ad Campaigns (if the ban occurs): Stop all active campaigns to avoid spending on a platform that may no longer deliver results.
- Save Your Data: Save any content, performance reports, and audience data from TikTok before the platform becomes inaccessible.
- Reallocate Ad Spend: Invest in Meta (Reels), Google (YouTube Shorts), or another upper-funnel campaign type.
- Retarget TikTok Users: If you’ve tracked TikTok users with pixels, leverage that data to retarget them on other platforms like Meta or Google Ads.
Long-Term Actions
- Expand Your Social Strategy: Develop a multi-platform social approach using a mix of Instagram, YouTube, Facebook, Pinterest, etc. to engage your audience where they are.
- Strengthen Owned Channels: Focus on building email lists, creating content for your website, and nurturing your existing customers to reduce reliance on paid advertising.
- Test New Ad Formats: Experiment with other ad platforms to find what resonates best with your audience.
My business doesn’t use TikTok, but I want to capitalize on its users migrating to other platforms. What should I do?
If your business doesn’t currently use TikTok but you want to capture the attention of its users as they consider going to other platforms, here are some strategies our team recommends:
- Focus on Short-Form Video Content: TikTok users are accustomed to engaging, quick, and visually appealing videos. Start creating similar content for platforms like Instagram Reels, YouTube Shorts, and Snapchat Spotlight.
- Capitalize on Trends: Authentic, trend-based videos are what resonate with TikTok’s creative energy—humor, relatability, and storytelling in a short video are important.
- Conduct Audience Research: Research where your target audience is likely to go. Instagram and YouTube are natural alternatives but consider other platforms or communities depending on your industry.
Let Us Help You Navigate This Social Media Shift
As the landscape of digital advertising continues to evolve, staying ahead of the curve is more important than ever. Whether you’re concerned about the potential TikTok ban or looking to future-proof your marketing strategy, our digital marketing team of experts is here to guide you.
Contact us today and let us tailor a strategy that keeps your business moving forward.