Surviving a Tiktok Ban

Perhaps one of the biggest 2025 marketing storylines not getting nearly enough attention is the looming TikTok ban. With the January deadline right around the corner, and an impending ruling from the U.S. Supreme Court,  brands, marketers and content creators who have built a presence on the platform have little time to act and protect their investments.

But don’t worry, team Moosylvania has got your back with our essential guide to surviving the TikTok Ban: what it is, when it could take place, and 10 actionable steps to take now.

Why is the U.S. Banning TikTok?

Concerns stem from national security implications, as the platform’s parent company, ByteDance, is based in China and accused of using the app to collect data and spy on more than 170 million Americans. Lawmakers are concerned that TikTok could manipulate user behavior by amplifying or suppressing certain content using collected data.

In April, President Biden signed a law that would ban the popular video sharing app, unless it is sold within a year.  Although ByteDance has denied all allegations and filed an appeal, the U.S. Court of Appeals upheld the decision, paving the way for review by the Supreme Court, which recently confirmed it will take on the case.

When Will the Ban Be Enforced?

Unless ByteDance sells to a US-approved buyer, and/or the US Supreme Court steps in to reverse course, the app is expected to be removed from US app stores as of January 19, 2025.

10 Actionable Steps to Take Now:

1. Back Up Your TikTok Content Library
   • While it's not clear what the ban could mean for app access, you do not want to be in a position where you lose your file repository.
   • Immediately download all high-performing videos and accompanying metadata (captions, hashtags, and analytics) for future repurposing.
2. Diversify, Consider TikTok Adjacent Platforms
   
   • Pop Quiz… what was the most downloaded mobile app worldwide during the month of November? According to Appfigures, it was Instagram at 53MM downloads. Even more interesting, of the top-10 results, seven were social related. Point being, you have alternative options to play around with should you need to make a move.
   • Pro Tip: A platform’s reach doesn’t always make it the best fit for your brand or strategy. Each platform has its own unique strengths and weaknesses depending on your goal(s). Here’s how we situationally leverage the big three and game the algorithms:
     • Instagram: Ideal for Reels and short-form video prioritizing the discovery of fan interests.
     • TikTok: Mid-to-Long-form influencer content designed to maximize time spent on the platform.
     • YouTube: Long-form video designed to to compete with content found on connected TV and/or streaming networks.
3. Redirect Budget Allocations & Experiment
   
   • Consider shifting dollars now to experiment with ads and organic content types to establish an early foothold. Leverage top performing content from your library download to test and optimize for efficacy.
   • But don't overthink it. Even if a ban goes into effect, consumer behavior won't shift overnight. Video is still king. Double down on short and long for video. 
4. Be Transparent, Don't Ghost Your Fans
   • Use your TikTok account (while it’s still active) to inform your followers of what’s going on and how you plan to react going forward.. Be proactive and clear in your messaging. Speaking of being proactive…
5. Invite Fans to Your Other Owned Channels
   
   • With 170 Million people spending nearly 20 minutes per day to get their social dopamine on TikTok, they may need a new place to call home. Tell them where they can continue to connect with your brand in the future.
   • Run campaigns encouraging followers to subscribe to your email list, join a private community (e.g., Discord or Facebook groups), or follow you on other platforms like Instagram and YouTube. Consider a promotion to incentivize migration. 
6. Don’t Forget about your Influencer Partners:
   
   • Many influencers built their businesses on monetized TikTok content and depend on partnerships to pay the bills. Connecting with your influencer partners now about your strategic shifts, not only builds stronger relationships, but opens the door to other opportunities down the road. Not to mention, they may have significant followings on other channels who can help you with the move.
7. Future Proof Your Approach to CRM
   
   • By relying on third-party platforms to connect with your fans, you relinquish control of your customer relationships.
   • Consider prioritizing owned channels such as email and SMS in your marketing strategies to cultivate an owned 1st-party data set. This will allow you to control when, where and how you reach your fans.
8. Optimize Content for Social Search
   
   • Back in February, Forbes reported that more than 60% of GenZ preferred TikTok and Instagram over Google as their search engine of choice. 
   • Brands should expect this behavior to continue, with or without TikTok, and look to optimize content, new and old, with valuable keywords. 
9. Review Contracts for Performance Obligations
   
   • What happens if you have an influencer campaign or paid performance metrics tethered to TikTok and it gets banned? This may trigger what’s known as force majeure, a common clause that protects parties from fulfilling their contractual obligations if an unforeseen event beyond their control (e.g. a TikTok ban) prevents them from doing so.
   • It's important to get ahead of this now and discuss contingency plans with your partners, clients and attorneys.
10. MOST IMPORTANT: DONT PANIC
    
    • Although the US court of appeals upheld the ban, this opens the door for the Supreme Court to weigh in on the matter and/or a buyer to come into the fold. Implication: Be prepared and develop contingency plans for any scenario, but don't overreact and make any impulsive decisions until you will regret.

Have questions or need to talk shop about your 2025 content strategies? Drop us a line. We’d love to show you what Moosylvania is all about.