Is the TikTok ban happening? Why brands & influencers need to diversify—like, yesterday
As a marketing consultant, it’s my job to stay ahead of the trends and anticipate the curveballs that make our industry as thrilling (and sometimes chaotic) as it is. Enter: the looming TikTok ban in January. Yep, you heard that right. Our beloved platform, the one that’s given us viral dances, feta pasta, and #dayinmylife influencer inspo, might be on the chopping block. But instead of panicking, let’s take a deep breath, grab a matcha, and chat about what this means for social media marketing and influencer strategies. Spoiler: it’s all about diversifying your marketing channels.
First, let’s address the TikTok-sized elephant in the room
TikTok has been a game-changer. With over 150 million monthly active users in the U.S. alone and a 37% engagement rate per post, it’s no wonder brands and influencers are obsessed with it. From Gen Z to millennials, everyone’s scrolling for bite-sized entertainment, authentic product recommendations, and sometimes even learning how to fold a fitted sheet (finally).
But this TikTok ban? It’s no idle threat. The government has expressed concerns about data security and foreign influence, and while it’s not a done deal, it’s enough to make marketers everywhere break into a nervous sweat.
If TikTok goes dark in January, what happens to your carefully curated audience? All those followers, all that engagement, all those views—it’s like building a sandcastle too close to the waves. It’s a wake-up call: brands and influencers, we need to stop relying on one platform like it’s the Holy Grail.
Diversification: the MVP of marketing strategies
Let’s get real. Putting all your eggs in one TikTok basket is risky, especially when the platform’s fate is uncertain. This isn’t the first time we’ve seen a social media shake-up (cough Vine, anyone?), and it won’t be the last. That’s why it’s time to think beyond the algorithm and start diversifying your marketing efforts.
Owned channels are your best friend
Owned channels—like your website, email list, and SEO efforts—are marketing gold because, well, you own them. They don’t disappear when a platform’s leadership changes, or worse, shuts down.
Website Content & SEO: Your website isn’t just a digital business card; it’s a 24/7 salesperson. Invest in blog content, optimize for search engines, and create resources that keep visitors coming back. According to HubSpot, 61% of marketers say improving SEO is their top inbound marketing priority. Translation? Get on it.
Email Marketing: It might not be as flashy as a viral TikTok, but email boasts an average ROI of $42 for every $1 spent. Build your list, segment your audience, and deliver personalized, value-packed content straight to your subscribers’ inboxes.
Social media diversification
TikTok’s potential ban should be your cue to spread your social wings. Instagram, YouTube, LinkedIn, Pinterest—every platform offers unique ways to connect with your audience. Diversifying doesn’t mean being everywhere at once; it means being where your audience hangs out and tailoring your content accordingly.
Instagram: Stories, Reels, and carousels are perfect for brands already comfortable with TikTok’s short-form vibe. Plus, the platform’s e-commerce tools are top-notch.
YouTube: Long-form video isn’t dead; it’s thriving. YouTube is the second-largest search engine, so use it to create tutorials, product demos, and behind-the-scenes content.
LinkedIn: If your brand skews B2B, LinkedIn is your playground for thought leadership and professional connections.
For influencers: build beyond followers
Influencers, this one’s for you. Your follower count is cool, but your real value lies in your ability to connect and convert. Think of yourself as a brand, not just a creator. Diversify your platforms, but also focus on building a personal website, newsletter, or podcast. That way, you’re in control no matter what happens to TikTok.
Final thoughts: it’s time to future-proof your marketing
TikTok may or may not disappear come January, but one thing’s for sure: the social media landscape is always changing. The brands and influencers who thrive are the ones who adapt, evolve, and embrace a multi-channel approach.
Diversification isn’t just smart; it’s necessary. From investing in owned channels like your website and email list to exploring untapped platforms, there’s a world of opportunity beyond TikTok. And who knows? Maybe the next big thing is already out there, waiting to go viral.
So, what’s your game plan? Don’t wait for the banhammer to drop. Start building a marketing strategy that’s as dynamic and resilient as you are. Let’s make this the year your brand becomes unshakable—TikTok or no TikTok.