While the TikTok ban is on hold for the next two months, its potential embargo has revealed several implications for communicators that challenge their usual approaches. Our blog explores three possible impacts of the potential ban. 

Diversification is Key 

The potential embargo underscores the risks of over-reliance on any single platform for creative purposes. PR professionals should avoid putting all their eggs in one basket and diversify their strategies across other channels and email marketing.

Communicators need to be agile and explore Instagram Reels, YouTube shorts, and potentially new players that emerge in the social media landscape. While brands don’t necessarily have to be omnipresent, diversifying their social presence enables them to sustain their follower bases and facilitate their audience’s transition to a new platform if the TikTok ban is reinstated. 

Owned Channels are Essential

Owned channels such as websites, podcasting, blogs, and newsletters are crucial for reaching, engaging and building relationships with your audiences. These are ideal for creating high-quality, informative content that aligns with your brand identity and voice. 

Content created for TikTok should be adapted to owned channels. This means repurposing short-form videos into longer formats, extracting key messages for use on your website or elaborating on your blogs and podcast channels.

Shift in Influencer Marketing Strategies 

As TikTok’s algorithm facilitates viral content, many TikTok influencers and creators have built entire careers on the platform alone. This means brands can often collaborate with influencers of various scales in almost any niche on the platform, creating mutually beneficial relationships.

However, a potential TikTok ban means brands should identify influencers who can adapt to other platforms. Reliance on a single platform risks losing brands’ connections with trusted influencers on other channels and access to their niche, highly engaged audiences. Communicators should build relationships with influencers with a strong presence across multiple social platforms to ensure their influencer marketing campaigns can be executed on different channels, effectively reaching fragmented audiences. 

The potential ban of TikTok in the US serves as a reminder of the evolving digital landscape and the importance of adaptability for brands and communicators. By diversifying strategies, focusing on owned channels, and establishing relationships with multi-platform influencers, communicators can navigate the uncertain future of social media platforms and continue to reach and engage their audiences effectively. 

Let our team of experts help you navigate the changing media landscape and reach fragmented audiences. Contact us for an initial consultation at www.midas-pr.com or email us to discuss how we can support you.