TikTok Ban 2024: How I'm Preparing My Social Strategy For The Unknown
As a Gen Z social media manager, the fact that this is the SECOND TIME TikTok could potentially be banned in the U.S. was NOT on my bingo card for 2024.
TikTok has become a core platform in my social media strategy for clients over the past couple years. Its algorithm and short-video format is (in my opinion) unmatched in its ability to have brands reach broad audiences, especially younger demographics.
Wait, wtf is going on?? 😟
A (complete political bias aside) rundown to those who aren’t aware yet: due to data privacy and national security concerns, there is a chance TikTok could be banned in the U.S. This stems from TikTok's parent company, ByteDance, being based in China.
The US government has expressed worries that user data could be obtained by the Chinese government through the app. While the details are still uncertain, if a ban were to happen, I think it would likely occur sometime in 2024 or 2025 based on recent government actions.
As of April 1st, 2024, the U.S. House of Representatives passed bill H.R. 7521 on March 13th in an overwhelming bipartisan vote of 352-65. This means the following steps would HAVE to occur for the ban to be official:
U.S. Senate would have to have a majority vote in favor of the bill [This date of voting is not yet scheduled]
President Biden would have to sign the bill into law [which he has already vowed to do so if it reaches his desk]
The U.S. gives TikTok’s parent company ByteDance six months to sell the app. If they DON’T – then TikTok would be banned nation-wide
This potential ban would mean brands and creators would no longer be able to use TikTok in the U.S.
The platform has over 100 million monthly active users in the US, so losing access would be a major shift in the social media landscape.
As someone who specializes in TikTok strategy and content creation for clients, I need to start adapting my strategies now in preparation for if a ban does happen. The steps that would have to occur to ban the app may take quite a bit of time. This means there is a solid window of time to continue leveraging TikTok while monitoring government developments on the bill and slowing shifting strategies.
My Thoughts as a Gen Z Social Media Manager
When I first heard about another ban, realistically I panicked. 😭 You better BELIEVEEEE I was calling my local representative!
TikTok has been an integral platform in my strategy over the past couple years. TikTok's short-form video style was a natural fit for me and allowed me to showcase my skills in an engaging way. All while helping brands ORGANICALLY attract new followers, drive traffic, and boost brand awareness.
Because of this, it was a natural shift to start my journey of freelancing and helping other founders leverage the TikTok to build communities and create conversation about their business purpose.
I know social media is at the end of the day, rented land. TBH, I’m going to focus on building my portfolio outside of TikTok and Instagram. Up until now, the platform had been essential for my visual portfolio not only of the videos I create, but the community and conversations that come with each one. It’s truly a significant part of my career foundation thus far.
Side note — it’s an extreme privilege I must recognize that I’m able to shift gears and grow my strength into different social media platforms. I know many will be greatly affected by the possibility of this ban. I encourage business owners who rely on their TikTok for community and conversions to begin the shift with me and slowly expand into other channels, including OWNED ones!
Girl Hold My Tripod, It’s Time to Shift Strategies
Here are 2 easy ways to intentionally start to shift social media strategy:
1. Diversify Platform Usage
Rather than relying solely on TikTok for short-form video content, begin branching out now to platforms like Instagram Reels, YouTube Shorts, and Snapchat.
While TikTok's algorithm has been unmatched, other platforms are aggressively trying to compete in the short-form video space. To pivot more smoothly if TikTok goes away, work on becoming fluent in different platforms, understand the unique features, algorithms, and audiences of each.
EX: Instagram already has a massive user base, especially among Millennial and Gen Z audiences. Reels are great to reuse all short-form vertical videos, potentially reaching new viewers. If you need help exporting TikTok content to Instagram, I got you. (add link)
Here are some ways to post more content on Instagram Reels:
Repurpose top performing TikTok videos by downloading and repurpose on Reels
Create supplemental behind-the-scenes footage and teasers to cross-promote between TikTok and Reels
Experiment with Instagram-first original content before testing on TikTok
Follow other thought leaders and influencers in your industry and optimize your Reel tab. Use other Reels for social listening and trend research to turn into content
2. Focus on Evergreen Content
Content on TikTok tends to be extremely trend-driven. While that works well on that platform, shifting to more evergreen educational and informational content that retains value over time would be a game changer. My client, Natty Writes, is the queen of all things Evergreen content. See her blog here for more inspo.
Platforms (unfortunately) come and go, but valuable insights and knowledge will always be useful regardless of where they are posted. High-quality evergreen content that isn’t dependent on algorithms and trends will continue benefiting my clients in the long run.
Some examples of evergreen content are:
How-to guides and tutorials
Common questions and answers
Listicles and roundups
Social Media Managers, I SEE YOU!
😭 While the uncertainty is unsettling, there are productive ways for social media managers (or business owners who run their own accounts!!!) to adapt in this season!
1. Diversity Your Client Offerings
Plan to expand the services you provide clients to include strategy and management across a wider range of platforms, including Instagram, Facebook, YouTube and more. Or, if you’re like me and prefer to specialize in certain platforms, you can spend a significant amount of time taking online classes and certifications to become a pro at ONE additional platform.
For example, if you've neglected LinkedIn, now is the time to develop your skills and strategy on that network. Pitch new services to help current clients activate their organic strategies on said platform.
[To showcase a broader range of skills and experience, I'm actively seeking new clients that allow me to demonstrate expertise across other social platforms: YouTube and LinkedIn. If you’re interested in working together at a discounted rate, hit my line <3]
P.S. If you built your portfolio leveraging TikTok, just remember you have transferable skills in engaging audiences, creating viral content, building communities, and driving results!
2. Focus on Flexibility and Adaptability
Social media marketing is constantly evolving, the ability to pivot strategies as needed is essential. Relying too heavily on any one channel leaves us vulnerable. While the potential TikTok ban brings uncertainty, it reminds us of the importance of flexibility.
Adaptability also goes in-hand with tip #1. Learning new platforms and techniques so you can easily transition helps you become a more well-rounded social media manager. (emoji)
Above all, have patience and perspective. Even if TikTok goes away, marketing on social will continue to thrive on other platforms. This proactive preparation allows us to continue reliably serving clients even through major industry shake-ups.
(IF THIS BAN EVEN HAPPENS AT ALL!!!)
In case we haven’t met, how rude of me to yap for this long without introducing myself. Hi! My name is Kate, and I’m a social media marketer specializing in social strategy and content creation for founders who want to level up on TikTok (😭⬆️) and Instagram.
Be sure to SAVE this blog post if you’re considering slowly shifting strategies and broadening your skill set. Trust me, I’m right there with you!
If you’re feeling extra inspired, check out my Instagram where I share my tips to help business owners like you level up their socials! (Orrrr if you’re more of a hands-off kind of person, I offer full service social media management packages)!
Vine walked so TikTok could run,
Xo– Kate
