As a doable TikTok ban looms, companies are scrambling to search out methods to adapt.
Citing nationwide safety issues, U.S. lawmakers handed laws in April 2024 that forces TikTok’s Beijing-based mother or father firm, ByteDance, to promote TikTok by Jan. 19 or face a ban within the U.S. ByteDance responded by saying it could reasonably shut down the app than promote it.
Final month, TikTok requested the U.S. Supreme Court docket to pause the Jan. 19 deadline. The Court docket stated it could hear the case and scheduled oral arguments for Jan. 10.
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Creators and companies are actually adjusting to the potential of a TikTok ban. Based on a Thursday report from the New York Occasions, entrepreneurs are shifting cash from TikTok to Instagram whereas creators are urging their followers to attach on different platforms.
TikTok said in a court docket submitting final month that if the ban strikes ahead, companies and creators may lose $1.3 billion in earnings in a single month.
How Can Companies Put together for a Potential TikTok Ban?
Advertising and marketing knowledgeable David Wachs, who’s the founder and CEO of handwritten notes service Handwrytten, advised Entrepreneur that manufacturers ought to strengthen the group they’ve grown on TikTok by internet hosting digital occasions like webinars, stay Q&A periods, and digital product launches that encourage real-time interplay.
These occasions can function proof of a model’s consumer base, he stated.
Wachs additionally encourages companies to take part in boards and model ambassador packages, and to get private with personalized textual content messages and emails to clients.
“These platforms encourage person interplay and foster a way of belonging amongst your viewers,” he said.
Madison Luscombe, chief advertising officer of creator administration agency the Creator Society, advised the New York Occasions that she has been asking her shoppers to gather electronic mail addresses and cellphone numbers from their TikTok followers to allow them to keep in contact.
One other managing company, Palette Media, has been importing TikTok content material created by the corporate’s 230-plus shoppers to different platforms like Instagram Reels, YouTube, and Snapchat for the previous 9 months, per The Occasions.
ByteDance estimates that 170 million People use TikTok.
“The potential ban of TikTok has despatched ripples by the advertising world, urging manufacturers to rethink their methods,” Wachs stated. “Whereas it might seem to be a setback, this shift opens up a invaluable alternative for manufacturers to boost direct engagement with their viewers.”
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