ICYMI, last month, the U.S. Senate approved a bill that will either force TikTok to be sold into U.S. ownership or ban the app completely. So what does that mean for your brand?
Despite the media frenzy surrounding the ruling, TikTok’s demise won’t be immediate – or even definite. The original legislation gave parent company ByteDance nine months to sell the app. However, a recent lawsuit filed by ByteDance will pause that timeline while legal proceedings take place.
Why the potential TikTok ban?
ByteDance, TikTok’s parent company, is a Chinese-owned entity. There are security concerns that ByteDance could be required to share the data of U.S. users with the Chinese government under national law, or could promote content that favors political interests.
The company has denied this, with ByteDance CEO, Shou Zi Chew, stating to the U.S. House Committee on Energy and Commerce that TikTok is not an agent of any country. ByteDance has also previously sought approval for U.S. user data to be stored at an independent U.S.-based subsidiary. Legislators on both sides of the aisle have continued to push for a full sale, citing continued security concerns.
Potential actions ByteDance can take.
TikTok’s fate is not entirely sealed, yet. The bill may face an uphill battle now that ByteDance has taken the decision to court. A similar ultimatum, issued under the Trump administration in 2020 was blocked by federal courts, who cited a lack of evidence that the app threatened national security.
The latest lawsuit — filed on May 7 — argues that the bill violates users’ First Amendment rights, in an “unprecedented violation” of free speech. It is currently slated to go to the D.C. Court of Appeals, but the exact timeline is unclear.
How will this impact TikTok usage? And for how long?
For now, TikTok’s usage is projected to continue as normal. The timeline for the potential ban will be further extended with the new lawsuit. As of April 2024, TikTok is the fourth most popular social media app in the U.S., following Facebook, YouTube, and Instagram, with 40% of American adults reporting regular usage.
Brands looking to protect their TikTok content can download posted videos directly through the app to create backups or crosspost elsewhere.
What can brands do now?
Back to our original question: what does this mean for your brand? The biggest takeaway is to diversify content and not rely too heavily on a single platform, whether it’s TikTok, X (FKA Twitter), or the next platform facing changes.
With the uptick of a mobile-first mindset and surging vertical video views, many popular social media platforms have already created dedicated feeds to display TikTok-type content.
Instagram (and Facebook) Reels
Instagram Reels are vertical videos that display on your brand’s Instagram profile, in the Instagram Feed to followers, and on the Explore Page to potential followers. The algorithm prioritizes reels based on mutual followers, relevance, timeliness, and popularity.
Likewise, Facebook also has a home for reels, and Instagram Reels can be crossposted to a Facebook Business Page when the accounts are linked through the Meta Business Suite. Similar to Instagram Reels, Facebook Reels display on your brand’s business page, in the News Feed, and as recommended content.
YouTube Shorts
YouTube, the original video-sharing social media platform, also has a home for vertical video called YouTube Shorts. Shorts appear on the Shorts Shelf on the YouTube homepage giving channels a chance to attract new viewers and subscribers. Shorts can stand alone as 60-second clips or link through a playlist. If your brand is already active on YouTube, Shorts can be an opportunity to preview your long-form content.
LinkedIn Vertical Video
LinkedIn is also testing a home for vertical video with a “for you page” hub on its mobile app. Currently, select users will see a tab dedicated to vertical video within the platform. While this might not be the home for copying trends, this could be a place for your brand to share informative content, promote messages from leadership, or showcase any products or services to a B2B audience.
Between the rapid growth of YouTube Shorts, easy crossposting on Instagram and Facebook Reels, and LinkedIn’s recent foray into vertical video on its mobile app, there’s no shortage of platforms for your TikTok-type content to live on. With or without a TikTok ban, it’s imperative to share your content across multiple social media platforms. Building audiences gradually is easier than starting over if your preferred platform becomes defunct. Maximize impressions and engagement and increase the visibility of your messaging with a diversified social media strategy. If you need help implementing these strategies, contact Planit!
Sources:
AP News, CNN, The Guardian, Marketing Dive, NBC News, PR Daily, Statista, The Washington Post, The Washington Post