With a potential TikTok ban in the United States looming in just 2 weeks, marketers must brace for a significant shift in digital strategy post TikTok. TikTok’s engaging algorithm and short-form content have been pivotal as advertisers vie for a piece of consumers’ attention. Still, this disruption underscores the now urgent need for strategic diversification.
Advertisers Follow the Engagement
Advertisers gravitate to platforms where users are most engaged. For Gen Z and Millenials, TikTok became a gathering place; these generations make up 55% of the platform’s total active user base. The average daily time spent with the app totals 53 minutes daily, surpassing any other social platform. Across the broader social media landscape, users spend approximately 2.5 hours daily engaging with user-generated content, making these platforms critical for advertisers aiming to connect with audiences in moments of discovery and entertainment.
Amid the potential TikTok ban, many sought-after content creators are proactively directing their audiences to alternative platforms like YouTube (Shorts) and Instagram (Reels). Inspired by TikTok’s massive success, Instagram launched Reels in August 2020, YouTube followed with Shorts in September 2020, and not to be left out, Facebook introduced Reels to the US market in February of 2021. This diversification, has enabled advertisers the opportunity to quickly pivot while maintaining access to active, engaged audiences.
While these platforms mimic TikTok’s format, their algorithms still have work to do. Selfishly, our hope is that this will spur further innovation at Google and Meta. Advertisers should prepare for generational splits, with older audiences gravitating towards Facebook and younger demos towards YouTube and Instagram.
The Resurgence of Long-Form Content
A shift away from TikTok could signal another predicted trend: the resurgence of long-form content formats, including extended videos, podcasts, and other in-depth formats. Platforms like YouTube, known for extended storytelling, and podcasts, which seamlessly fit into daily routines, are poised for growth and ripe with advertising opportunities.
Search and Social Lines Blur
In a world where consumers’ time is divided across platforms, and tools like Pinterest’s keyword-driven discoverabilty or TikTok’s search bar blur the lines between search and social, the need for a cohesive and integrated strategy is more important than ever.
Moreover, the integration of AI across search and social platforms takes personalization to the next level, ensuring the right message reaches the right audience at the right time. To remain visible, marketers must leverage SEO, platform-native search tools, and cross-channel strategies to ensure their content and creators remain visible. Advanced solutions, such as Google and Microsoft’s Performance Max campaigns, provide a blueprint for navigating this evolving landscape. Spanning across Traditional Search and AI Overviews, YouTube, Email, and Display Network, these campaigns use machine learning to optimize ad placements and targeting in real-time, making them highly adaptable to the constantly evolving digital space.
Our ever-fragmented media landscape demands integrated marketing strategies that combine organic and paid efforts, enabling seamless connections with audiences across diverse touchpoints.
TikTok Believes in its Future
During TikTok’s fifth annual “What’s Next Report” during a conference, they continued to boast success and forward thinking despite the looming ban. While refusing to answer questions about the ban, they reiterated their official statement of “We believe the Court will find the TikTok ban unconstitutional, so the over 170 million Americans on our platform can continue to exercise their free speech rights.” TikTok executives focused on the advertising power and culture-driving force of the platform instead of addressing the ban. In an amicus brief to the Supreme Court, President-elect Donald Trump has asked them to postpone the ban, likely to push the discussion to happen during his time in office. Between TikTok executives’ forward-thinking and Donald Trump’s effort to have the official discussion about the ban during his presidency, there is still hope for this beast of a social platform.
What This Means for Marketers
- Diversify Now: Begin reallocating budgets and resources to other platforms like Instagram, YouTube, and podcasting channels to mirror content creator pivots and stay ahead of shifting audience behaviors and the potential impending ban.
- Embrace Long-Form Content: Begin to develop strategies that bring back thoughtful long-form video and audio content, such as podcasts, to foster deeper audience connections.
- Invest in Discoverability: Optimize for search across all platforms, ensuring your content and brand remain easily accessible.
- Stay Agile: As we’ve seen repeatedly, this is far from the last shift in media, rather it’s just the latest. Remaining flexible and staying attuned to industry changes is essential for long-term success and relevance.
As we prepare for the possibility of a TikTok-less future, the brands that adapt quickly and follow creators into new formats and platforms will have the edge in 2025 and beyond.
