Marketing & PR Insights Weekly

Hey ?? With TikTok facing potential bans in the US, it’s time to think ahead. Would you be prepared if the ban actually happened? Let’s explore how you can pivot your brand’s social strategy and future-proof its performance!

3 Navigating the TikTok Uncertainty: How to Pivot & Future-Proof Your Social Strategy?

TikTok has become a strong force in the social media world, known for its viral, short-form content and personalized algorithm that seems to always know what style of content you want to watch. From casual “get ready with me” videos to dance challenges, TikTok has completely transformed how brands connect with consumers (and how trends can explode overnight.) The platform’s ability to capture attention in such a short amount of time is unmatched, and brands have been quick to leverage that for visibility, But now, with the growing possibility of a TikTok ban in the US, the question is: What happens if the app is no longer available? How can your brand stay relevant without TikTok?

The reality is, TikTok is a very powerful channel, but it’s not the only one driving brand performance. The app saw a 122% YoY growth in its Media Impact Value? (MIV?) in 2024. However, brands can’t afford to be overly reliant on just one platform. Social media is constantly changing, and your strategy needs to be flexible enough to adapt to new challenges.?

That’s where a data-driven, cross-channel approach comes into play. Diversifying your strategy across platforms like Instagram and YouTube (while still understanding the uniqueness of each one) will allow you to maintain your brand’s visibility, no matter what happens with TikTok.?

Plan Ahead: Prepare for a Potential TikTok Ban

We’ve crafted a data brief to help you face the uncertainty. In it, you’ll discover:

• The real impact of TikTok: Last year, TikTok generated 54% of its MIV from the US alone. Losing access to it could mean brands lose up to half of their current MIV performance, but with the right strategy in place, it doesn’t have to disrupt your brand’s visibility.?
• Alternative platforms to explore: Instagram continues to dominate, especially with Reels bringing short-form content to the table. YouTube Shorts has also gained traction as a way to connect with viewers through easily consumable videos, providing another opportunity for brands to keep leveraging engaging video content.?
• Case studies of brands mastering cross-channel strategies: Learn how brands like New Balance, Aritzia and Rare Beauty have found success beyond TikTok by diversifying their social strategy.?

Social media will continue to change, but with the right insights and strategies, your brand can stay ahead of the curve. Being agile, leveraging data and diversifying your social strategy will ensure your brand continues to thrive, no matter what changes come next.

Ready to take action? Download our full data brief here!

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