How to Prepare for a Possible TikTok Ban

5 Things Marketers Should Do Now

Executive Summary

TikTok CEO Shou Zi Chew will go before Congress on March 23 to defend the app’s practices and attempt to sway representatives. Even if TikTok manages to avoid a ban, there could still be changes in how it operates. Marketers need to prepare new social strategies now.

Key Question: How can marketers avoid getting caught short if TikTok is banned in the US?

KEY STAT: TikTok has the most US user overlap with Instagram, per our forecast, making Reels an easy alternative if TikTok is no longer accessible.

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Table of Contents

  1. Executive Summary
  2. No. 1: Determine where your TikTok audience would go.
  3. No. 2: Shorten ad commitments and build creative that works on other platforms.
  1. No. 3: Extend creator campaigns to Instagram and YouTube Shorts.
  2. No. 4: Nurture your fan base on other platforms.
  3. No. 5: Consider Meta shopping ads and retail media for commerce.
  1. Sources
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Jasmine Enberg, and Debra Aho Williamson


Natalie McGranahan
Senior Researcher and Taxonomy Manager
Jennifer Merritt
Vice President, Content

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