Is the Clock Ticking on TikTok?
If you had asked me a few years ago what I thought of TikTok, my response likely would have been something like, “You mean that dancing app? Meh.”
Yet, somehow, some way, “that dancing app” has become my most-used, most-loved social media platform–both personally and professionally. Yes, I’m more of a lurker than an aspiring influencer, but I love the way the algorithm just *gets* me, and serves up exactly the kind of content I’m looking for. I’ve succumbed to “ShopTok” more times than I can count, and have discovered some of my most favourite products through its insanely accurate FYP. (That’s the “For You” page, for those who aren’t familiar.)
And now that same conversation happens regularly with clients. When it’s a fit, I ask if they’ve considered TikTok. They typically reply with a head shake, saying, “That dancing app?” Meh.” (Talk about deja vu.) And because, in order to truly be successful on a platform like TikTok, you need engaged, enthusiastic, willing clients, the conversation ends there. It takes a lot of time or money to produce as many videos as TikTok requires, and so we end up focusing on more traditional platforms like LinkedIn, Instagram and Facebook.
But the benefits of TikTok are many, and for those who’ve done it (and done it well), they’ve connected with Millennials and Gen Z, and even Gen Alpha, in new ways, and are building an army of fans who will inevitably control the most popular brands of tomorrow. (And today, in some cases–just ask Drunk Elephant.)
However, the issue here isn’t for me to go on about the joy I’ve found on TikTok as a social media strategist and marketer. The issue is that the U.S. government could very well ban the app in the near future, which would have a lasting impact on both brands and consumers–and marketers.
We’ve been talking about this a lot at Good Eggs & Co., and trying to prepare for a shift.
Here’s what we think it means for marketers:
A mass migration: If you have a brand that’s successfully built an engaged audience on TikTok, that audience will need to find somewhere else to congregate. That means either reverting to other channels (like Instagram and Facebook) or there will be a new platform that will try to capitalize on TikTok’s ban. Either way, it will be tough to manage the fractured audience, and whatever pops up likely won’t have the same capabilities as the TikTok we’ve come to know and love. This is when (and why!) having an owned audience is so critical. (Yes, this is why we love email so much!)
Shifting budgets: TikTok is one of the best social media channels when it comes to ROI. The platform’s algorithm, built on a content graph, means your audience size means very little. Great, engaging content will find its people –and often with very little production budget. If you’re looking to reach the same size audience on Facebook, LinkedIn or Instagram, you’re likely going to have to invest more in those channels. (The saying “pay to play” didn’t come out of nowhere.) Plus, with more competition on these channels, costs will go up.
Reassessing influencer partnerships: If TikTok is banned in the U.S., marketers will need to adjust any influencer plans that were using TikTok-based creators. It’ll be even more critical to partner with creators that offer a diversified community to maintain engagement and influence. But don’t be fooled—communities like Instagram and YouTube are a whole different beast. TikTok’s video platform has established a level of trust with its users that will be hard to replicate.
Shifting priorities: I’ll also be encouraging brands to use this shift to focus more on their owned channels, and put more money into directing and encouraging social media followers to migrate to their email lists. Whether that’s by offering an incentive or just doubling down on the messaging, putting more effort into growing something you own will save you from having to deal with this type of problem again in the future. (Who knows? Maybe a Meta ban will be next! You never know when the government gets involved.)
What other effects do you think a TikTok ban will have on the industry?
