The TikTok Ban: What You Need to Know & How to Prepare

The potential ban of TikTok is causing stress amongst social media marketers, especially those who have successfully created a community of followers on the platform. Although TikTok may sometimes be a difficult platform to navigate because of its fast-paced nature and constantly evolving trends, those who get it- get it, and it would be very hard to watch it go. But don’t freak out! Let’s discuss what’s really going on with the ban and how you can prepare for your digital strategy for TikTok’s impending doom… maybe.

So, what is even happening?!

In April of this year, President Joe Biden signed a law requiring ByteDance, TikTok’s parent company, to sell the app by January 19, 2025, or face a US ban. ByteDance is based in China, so the ban became a possibility after the US considered the app’s potential relations with the Chinese Communist Party. With almost 200 million users in the US, this was perceived as a potential data privacy risk, thus, the ban. If the law takes effect on January 19, TikTok will be removed from the Apple App Store and Google Play. Although users wouldn’t immediately lose access to the platform, the “lack of updates and support would render TikTok obsolete over time.” (Business Standard)

Hope?

Literally, one day after the proposed ban, President-elect Donald Trump will return to the White House. While Donald Trump has stated he will intervene to prevent the ban, we aren’t entirely sure what his plan is yet. He is making a significant effort to come to an agreement with ByteDance, as he met with the owner of TikTok on Monday to discuss the ban. Since their meeting, the company has submitted an emergency application to the US Supreme Court to have the ban delayed. A glimmer of hope for TikTok? I guess we’ll find out together!

How you can prepare!

Regardless if you support the TikTok ban or not, we can all agree that the death of TikTok will make significant changes to our social media strategies. Even if your destination isn’t heavily involved on TikTok, this would still impact all other social media platforms. Millions of doom-scrolling TikTok users would be rushed onto platforms like Instagram Reels, YouTube Shorts, or even TikTok’s rumoured replacement Lemon8…  So let’s get to the nitty gritty- how can you prepare your digital strategy for a TikTok ban and be ready to take advantage of these new audiences?

Diversify your marketing channels- Focus your content on social media platforms other than TikTok! If TikTok has worked well for your destination, try recycling your existing content on similar platforms such as Instagram Reels or YouTube Shorts!

Prioritize Email Marketing- Let’s face it, no social media platform is permanent and the following you have built will not always be guaranteed. One of the best ways to create a reliable audience is by building out your email list. Using lead generation campaigns to gather email addresses and then building out a strong email marketing strategy is key to staying in touch with your audience, regardless of what happens on social media platforms. If you need help with your email marketing strategy, contact us!

Reach new audiences- Try leaning into new forms of content. Take some of the focus off of TikTok and use it to create some awesome Pins! Pinterest is widely used for travel inspiration, if you’re not already on the platform, we highly recommend it.

Use CTAs- Get your TikTok audience to engage with you elsewhere! Whether it be visiting your website, subscribing to your email list, or simply following your destination’s other social media platforms, use clear calls-to-action to push the users to your desired location. Don’t hope they’ll find your website, tell them! Use directional language in all your posts.

Lemon8- Lastly, as Brian mentioned, you can sign up for Lemon8. I mean, who knows, maybe it will be the next big thing? Doesn’t hurt to claim your account now just in case.

I am positive we will be talking about the future of TikTok more in the new year, so be sure to subscribe to our newsletter to stay up to date with all things digital marketing and receive our monthly On Our Radar right in your inbox! Thank you for following along with my updates in 2024, I hope you have a happy New Year!