Even if TikTok goes away, short social video is here to stay. Consumption will move to other places, and advertisers need to be ready.
Even with an extension on TikTok's ban, social media and influencer marketers should identify where TikTok users are going, prepare creators for a shift, and recognize how a TikTok ban could kneecap live commerce. Brands using TikTok can take specific steps to prepare right now for the ban, said our analyst Jasmine Enberg during our EMARKETER Creator Summit.
Competition: Meta vs. YouTube
“Meta and YouTube will be the biggest financial beneficiaries of a TikTok ban,” Enberg said. But the wealth will extend beyond those giants to places like Pinterest and Snapchat, or even off social media to connected TV (CTV) and retail media.
YouTube may have an advantage over Instagram and Facebook due to its younger demographic and focus on entertainment. “Every time I talk to Gen Z or younger, what I hear is ‘I will absolutely never go to Instagram,’” said Enberg.
But these users will likely follow their favorite creators and brands, and Meta has been courting those creators. “The best way to get creators to your platform is by offering them money,” said Enberg. “The question then becomes, do they stay?”
In order to retain Gen Zers and creators, Meta may focus on more social aspects, including close friends lists and DMs. Using these more social tools may be new to social media managers and creators previously focused on virality, so make sure to also focus on building community.
Creators: Download and diversify
Creators need to have a presence on “literally any other platform,” besides TikTok, Enberg said.
Creators should also:
The TikTok ban isn’t the only threat to creators. Algorithms can change at any time. “Mak[e] sure that you have a diversified strategy, but also one where you have more control and ownership of your audience,” Enberg said.
Brands should make sure creators they work with have taken these steps. “[Brands are] no longer looking for Tiktok-only creators,” said Enberg. “They want to make sure that these creators are diversified."
Commerce: The end of live as we know it?
“The loss of TikTok would be a big setback for live commerce overall, but I think it also presents a huge opportunity for new platforms to come in,” Enberg said. Investors are betting on live commerce disruptors like Whatnot, but without TikTok, consumers may not be inclined to engage in live commerce.
Brands should experiment with and be prepared to pivot to new platforms for live commerce, but recognize that this channel is still nascent in the US, and will face growing pains without TikTok.
This was originally featured in the EMARKETER Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.