TikTok has become one of the most influential platforms for both creators and businesses alike.
From viral trends to user-generated content (UGC), the app has radically transformed the digital landscape. However, as we head into 2025, a significant question looms: what happens if TikTok is banned in the US in January 2025?
Let’s break it down:
The Potential Impact of a TikTok Ban
In January 2025, TikTok’s fate will be decided, and if not sold by that point, TikTok will cease to operate within the US. Although this may not directly affect users in countries like the UK, there are a few major ways this ban could still have a ripple effect.
1. Impact on the Business Perception of TikTok:
Many businesses are still unsure about TikTok’s role in their marketing strategy. Whether it's the concern over the platform’s shifting algorithms, the novelty of TikTok’s format, or simply not knowing how to measure ROI, TikTok’s potential ban might push companies to reconsider their investment in the platform. As a result, even if the ban doesn’t happen, companies may start questioning TikTok’s longevity and the risk involved.
2. Changes to Business Strategy (in the UK and Beyond):
Even if the ban does not directly affect the UK or other non-US countries, businesses are likely to feel the pressure. For one, the marketing costs on other platforms, like Instagram, could rise as more advertisers shift to those platforms to fill the TikTok void. Instagram might see a surge in users and marketers, which could drive up ad competition and cost-per-click rates.
Where Should Businesses Turn Next?
If TikTok is banned, businesses will need to pivot and diversify their strategies. Here are some predictions and actionable tips to help you stay ahead:
1. Invest More in Instagram:
Instagram, especially in its newer format with Reels, will likely become the go-to platform for creators and businesses alike. In the short term, Instagram will be the most natural competitor to TikTok, so businesses should start adapting to its Reels format and increasing ad spend on Instagram to secure their position.
Tip: Start creating Reels consistently and experimenting with different types of content. Utilise Instagram’s native tools to make content as engaging as possible.
2. Shift Towards LinkedIn for B2B Marketing:
Many B2B businesses have been hesitant to jump on TikTok due to its perceived "younger" audience, but that’s changing. LinkedIn is starting to adopt more TikTok-like features with mobile-first content and creator-focused initiatives. As TikTok’s influence potentially wanes, LinkedIn could emerge as a key platform for thought leadership and business branding.
Tip: Begin experimenting with short-form video content on LinkedIn. Share insights, industry news, or behind-the-scenes glimpses of your business. Be sure to embrace a less formal, more authentic style of video that performs well on TikTok.
3. Stay Ahead with User-Generated Content (UGC):
Regardless of the platform, UGC has proven to be a powerful tool for driving engagement and brand loyalty. TikTok may have been the epicentre of UGC trends, but other platforms are sure to pick up the slack. Brands that embrace UGC now will be well positioned, no matter where their audience goes.
Tip: Encourage your followers and customers to create content around your brand and feature it on your business pages. UGC is highly authentic and resonates well with audiences.
Adapting Your Strategy Now
Whether the TikTok ban goes ahead or not, businesses should start thinking about their strategy for 2025. Here are some key steps you can take now:
- Diversify Your Content Strategy: Don’t put all your eggs in one basket. If you’re already investing heavily in TikTok, now is the time to expand your presence on other platforms. Start creating similar content on Instagram and LinkedIn.
- Monitor Industry Shifts: Pay attention to how other platforms respond to TikTok's uncertainty. Instagram is already offering more TikTok-like features, and LinkedIn is embracing video content more. Stay on top of these trends.
- Engage with Your Community: Focus on building genuine connections with your audience. The more loyal and engaged your followers are, the less dependent you’ll be on any one platform.
In Conclusion
As TikTok faces its uncertain future in the US, the ripple effect could impact global social media strategies, especially in the UK. However, whether the ban happens or not, it's clear that businesses need to adapt. With platforms like Instagram and LinkedIn stepping up their game, it’s more important than ever to diversify your strategy, embrace short-form content, and get ahead of the curve.
For businesses, content creators, and marketers alike, this is an opportunity to rethink how you approach social media and make the necessary changes to thrive—no matter what happens to TikTok. Stay informed, stay flexible, and prepare for whatever comes next.