Over the past few years, the social media platform TikTok has rapidly emerged as one of the most popular and controversial apps in the country. As the number of users rises, so does the number of limited bans, and the possibility of a national ban. With legitimate security and privacy concerns, many experts believe that TikTok is at risk of being banned in the U.S. If this was to occur, the solution is not as simple as finding a new platform to create funny videos. TikTok has evolved into a crucial destination for shopping and as a search engine.

Uses of TikToks

As of January, 78% of consumers between the ages of 16 and 25 have used TikTok. While YouTube remains the most popular platform in terms of users, TikTok leads the way in engagement at nearly 13 hours per week for each user. While it would appear YouTube is the most logical migration route for users if there is a TikTok ban, brands would need to alter their social media marketing strategies. TikTok has become a popular shopping destination in a way that YouTube has never been. The two most popular search terms on TikTok are “how to” and “what is.” Users are not just scrolling aimlessly through content, but utilizing TikTok for information and research purposes. When you look at new features that our social media platforms have implemented, it is clear they view TikTok as their main competition right now and are looking for ways to entice users back to their platforms. While more users are on Instagram and Facebook, the time spent on those apps is significantly less.

What Happens if There Is a TikTok Ban?

There still remains great uncertainty if a national TikTok ban will ever become a reality. It is also unclear where that traffic and engagement time will go if it does happen. With other companies all incorporating aspects of TikTok, the audience could split up. It’s also undetermined what platform the content creators are most likely to turn to. It’s important to note that women are TikTok’s most active demographic both in terms of users and activity. As companies and brands continue to develop their social media marketing strategies and future campaigns, it’s critical to keep an eye on any news about a possible ban and develop a backup plan for where you will switch your attention if one does come down. It will certainly be fascinating to watch how the market reacts and where consumers and creators shift focus their attention. 

Social Media Marketing Management

Regardless of what social media platforms your business uses, beMarketing is a full-scale marketing agency ready to take your social media presence to the next level. With expert content creators handling everything from paid advertising to reputation management, beMarketing will maximize your online presence while promoting your business in the voice and style of your brand. As a leading TikTok marketing agency, we generate unique content for whichever platforms your company uses and keep a close eye on the ever-changing landscape of social media. To learn more or get started with beMarketing managing your social media, call us today!