Is Your Brand Ready for the TikTok Ban?

As the U.S. government discusses a potential TikTok ban, set to possibly go into effect by March 2024, now is the time to future-proof your brand. Whether the ban happens or not, relying heavily on any single platform can be risky. Diversifying your strategy is key to staying connected with your audience no matter where they spend their time online. Here’s a game plan to help your brand thrive in a post-TikTok landscape.

1. Understand the Impact of a TikTok Ban on Your Brand

TikTok has set itself apart with a unique algorithm and trend-driven content model, giving brands unprecedented access to Gen Z and other highly engaged users. In the real estate industry, TikTok has become invaluable, allowing agents, developers, and marketers to showcase properties, offer quick market insights, and engage directly with potential buyers in a visually compelling way. Losing TikTok could mean losing a key channel to build real-time, direct connections.

At ASSET Management Consulting, we specialize in branding for real estate clients, particularly those launching new multifamily buildings. Just as you’d adjust your proforma strategy in response to rising interest rates or increased construction costs, adapting your marketing strategy to shifts in social media is equally essential. By preparing now, you can minimize disruptions and smoothly transition your audience to new channels, ensuring your brand remains visible and trusted among key partners like lenders and municipalities.

2. Identify Alternative Platforms for Video Content

Several platforms can help maintain the momentum your brand built on TikTok:

• Instagram Reels: Instagram’s answer to short-form video continues to improve, with features that feel familiar to TikTok users.
• YouTube Shorts: YouTube’s short-form video option reaches both younger audiences and an established user base across age groups.
• Snapchat Spotlight: If your target audience includes Gen Z, Snapchat can offer an authentic, personal connection.

Each platform has unique user behaviors, so while you can repurpose TikTok content, it’s also important to tailor your videos to fit the vibe of each app.

3. Build an Omni-Platform Strategy

An effective way to sustain your brand’s presence is by sharing content across multiple channels. To streamline this:

• Recycle TikTok Content on Instagram Reels, YouTube Shorts, and Pinterest: Creating once and distributing widely ensures maximum reach.
• Leverage Instagram’s Recent Tools: Instagram rolled out several tools this year designed to help businesses boost engagement and adapt to changes. Here are a few you might not have heard of:

Instagram Broadcast Channels: These channels allow creators and brands to communicate directly with followers in a broadcast-only chat, perfect for building an engaged community.

Instagram Notes: Short, 60-character text updates that sit atop the Direct Messages tab. Use these for quick announcements or reminders.

Enhanced Collaboration Features: Instagram now allows more than one user to co-author posts and Reels. This means more visibility as the post shows up in both creators’ feeds.

Remix for Photos: Like the Remix feature for Reels, this lets you add your spin to existing photos, enabling more creative content and engagement opportunities.

4. Strengthen Owned Channels

A TikTok ban is a great reminder to build a strategy that doesn’t rely solely on social media. Here are a few owned channels to strengthen:

• Email Newsletters: Encourage your TikTok followers to subscribe to your email list so you can reach them directly.
• Website and Blog: Use your website to house videos, blogs, and other valuable content that shows your brand’s personality.
• SMS Marketing: For those interested, SMS offers a direct line to your audience with a personal touch.

Use your current TikTok presence to guide followers to these channels in case the ban becomes reality.

5. Experiment with Emerging Platforms

If TikTok is eventually banned, competitors may rise to fill the gap. Platforms like Lemon8 (from TikTok’s parent company) and Clapper are already gaining traction as alternatives. Keep an eye on these emerging platforms, test them out, and find creative ways to reach your audience in spaces that are less saturated.

6. Stay Informed and Agile

Policy changes can come quickly. Being ready to pivot and adjust your content strategy ensures your brand can thrive, no matter what happens. Monitor the news on TikTok’s status, explore new features on existing platforms, and keep a “Plan B” for your digital content.

Building a multi-channel presence not only prepares you for a TikTok ban but also strengthens your brand’s visibility across the digital landscape. Now is the time to secure your brand’s future by staying connected wherever your audience goes.

ASSET Management Consultant provides branding consultation services to real estate developers. An expanded list of our services can be found on our website https://asset-mc.com/services/

Let’s future-proof together!