As a potential TikTok ban looms, businesses are scrambling to find ways to adapt.
Quoting national security concernsUS lawmakers passed the legislation in April 2024 which forces TikTok's Beijing-based parent company, ByteDance, to sell TikTok by January 19 or face a US ban. ByteDance responded by saying it would rather they are closed app rather than sell it.
Last month, TikTok asked US Supreme Court to stop January 19 deadline. Court said he would listen case and oral arguments scheduled for January 10.
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Creators and businesses are now adjusting to the possibility of a TikTok ban. According to a Thursday report from New York Timesmarketers are shifting money from TikTok to Instagram while creators are urging their followers to connect on other platforms.
TikTok stated in a court filing last month that if the ban goes ahead, businesses and creators could lose $1.3 billion in profits in one month.
How can businesses prepare for a possible TikTok ban?
Marketing expert David Wachs, who is the founder and CEO of handwritten notes service Handwrytten, told entrepreneur that brands should strengthen the community they've grown on TikTok by hosting virtual events like webinars, live Q&A sessions, and virtual product launches that encourage real-time interaction.
These events can serve as proof of a brand's customer base, he said.
Wachs also encourages businesses to participate in forums and brand ambassador programs, and to personalize text messages and personalized emails to customers.
“These platforms encourage user interaction and foster a sense of belonging among your audience,” he said.
Madison Luscombe, chief marketing officer of creator management firm Creator Society, told the New York Times that she has asked her clients to collect email addresses and phone numbers from their TikTok followers so they can stay in touch.
Another management agency, Palette Media, has been uploading TikTok content created by the company's 230-plus clients to other platforms such as Instagram Reels, YouTube and Snapchat for the past nine months, according to The Times.
ByteDance RATINGS that 170 million Americans use TikTok.
“The potential ban on TikTok has sent ripples through the marketing world, prompting brands to rethink their strategies,” Wachs said. “While it may seem like a setback, this change opens up a valuable opportunity for brands to increase direct engagement with their audiences.”
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