TikTok...It's Alive! ????
Bulletproof Marketer
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Friends, have you ever read or seen Stephen King's Pet Sematary?
King points out that when things come back from the dead, "they don't come back the same."
Even though TikTok was "dead" for only 12 hours, we'll feel the impact for months, if not the whole year, because the app won't be what it once was.
Here are the facts: From Saturday evening to Sunday afternoon, TikTok users saw a message saying that the app was banned, but the incoming President was going to take measures to stop it. He promised to sign an executive order to keep TikTok open and extend the timeframe for the app to be sold in accordance with the ban.
When the app was online again, it displayed a message stating that this was due to the incoming President's actions.
Why won't TikTok be the same? Objectively, the reaction to thanking President Trump for bringing TikTok back has been extremely negative. He's also proposing that the U.S. government own at least 50% of TikTok, which would be an...interesting first. Mark Zuckerberg is also rumored to be trying to buy TikTok. This would lasso the video app into the Metaverse, which is already under government review for its monopolistic tendencies.
Marketers, here's what to consider: Whenever an app switches ownership, you're bound to see ripples of change, from upside-down algorithms to different advertising prices. Plus, sentiments are highly mixed on TikTok right now, so there's a chance that your audience will be flocking to other places instead of returning. My advice is to stay the course for now as we observe the fallout, and then it can be time to reassess strategies.
Another unforeseen casualty? CapCut, the popular video app owned by ByteDance, was also banned. Unfortunately, it has not yet returned.
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We're in our "less is more" era.
Content overload is killing engagement. Audiences don’t need more noise; they crave value. If your content doesn’t solve, inspire, or entertain, skip it. One impactful piece beats 50 forgettable posts every time.
And quality over quantity isn’t just smart. It’s survival. A well-crafted report or video that resonates can drive more impact than a daily stream of “meh” updates. The key? Listen to your audience and give them what they actually care about.
Posting less feels risky, but over-saturation erodes credibility faster than silence. Focus on meaningful, high-impact content that sparks honest conversations.
As you're creating marketing assets and working on your strategies, strive to be the voice they remember. Relevance is about value, not volume. Focus on less content and more impact.