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Legislation was signed in late April that forces the sale of TikTok within 9-12 months. If that doesn’t happen, the app will be banned in the US—which, needless to say, would dramatically reshape the social media landscape.

Here’s a quick explainer on what social media marketers need to know!

Is TikTok banned?

Kind of:

• This new legislation mandates that ByteDance, the Chinese company owning TikTok, must divest its stake in the app within the next 12 months.

• Failure to comply will result in TikTok being banned nationwide, as U.S. web-hosting services would be barred from supporting it, and major app stores would be required to eliminate it from their platforms.

What’s the context here? Why is this happening?

• The law—which passed quickly and even caught ByteDance by surprise—marks a significant escalation in the ongoing tech conflict between the U.S. and China.

• The government’s urgency stems from longstanding concerns over national security and data privacy, as U.S. officials argue that TikTok’s Chinese ownership makes it susceptible to the influence of China’s authoritarian regime.

What happens next?

• The intricate web of legal, geopolitical, and technological hurdles includes potential legal battles promised by TikTok and the complexity of selling a tech entity that is heavily guarded by Chinese regulations—especially its algorithm, which China has placed under strict export controls.

• Amidst these uncertainties, TikTok's CEO, Shou Chew, reassured users of the company's intent to fight this in court, emphasizing their commitment to safeguarding free speech and their hope in the judiciary to uphold their stance.

@tiktok

Response to TikTok Ban Bill

♬ original sound - TikTok

What should marketers do next?

Given this potential seismic shift, social media marketers should consider the best strategic moves to adapt and thrive.

Our own Amy Hertsenberg laid out several key action items on LinkedIn (check it out!) that professionals can start doing now. Here are her tips:

• Diversify your efforts: If TikTok gets the axe or faces significant restrictions, you definitely don't want to have ALL your eggs in that basket. It's likely that other platforms like, Instagram, Facebook, or YouTube, will see a surge in activity as advertisers shift their focus. As advertisers shift their budgets away from TikTok, CPMs on other platforms will likely get more expensive. By spreading your budget, you'll not only cushion any potential losses but also gain insights into which platforms work best for your brand. New features will likely hit the market as competing platforms hope to capture the TikTok user's attention. Be one of the first to capitalize on the new things likely coming in the next few months!

• Check your privacy policies: With new legislation comes new compliance requirements. Take this opportunity to review your data privacy policies and ensure they align with any changes resulting from the bill. Understanding how data is collected, stored, and utilized on social media platforms is crucial in today's landscape. By staying proactive and keeping your policies up-to-date, you can maintain trust with your audience and avoid any legal pitfalls down the road.

• Keep the conversation going: Regardless of the platform, engaging with your audience remains paramount. Compelling content and meaningful interactions are the cornerstone of a successful social media strategy. Don't lose sight of fostering relationships with your followers. By continuing to provide value and nurture connections, you can strengthen brand loyalty and trust, which will serve you well no matter what changes lie ahead.

• Stay informed: The implications of the TikTok Bill extend beyond just TikTok itself. The entire social media industry could feel the effects of this legislation. Stay vigilant and monitor the latest developments closely. By staying informed, you'll be better equipped to anticipate how these changes might impact your brand and adjust your strategy accordingly. Whether it's exploring new advertising opportunities or adapting to shifting consumer behaviors, staying ahead of the curve is key.

• Overall, flexibility & agility are key to navigating the ever-changing social landscape. By taking proactive steps to protect and amplify your brand now, you'll be better positioned to thrive in the face of uncertainty.

Why it Matters

The potential TikTok ban represents a pivotal moment that could redefine content strategy, audience engagement, and digital advertising dynamics across the entire social media landscape.

As platforms vie to fill any void left by TikTok, marketers have a unique opportunity to influence and participate in the evolution of these platforms. By preparing for these changes proactively, marketers can ensure that their strategies are resilient, adaptable, and poised for success in a potentially post-TikTok market.