How to Prepare for a Possible TikTok Ban

5 Things Marketers Should Do Now

Report by Jasmine Enberg, and Debra Aho Williamson  | Mar 20, 2023
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Table of Contents
Executive Summary
No. 1: Determine where your TikTok audience would go.
No. 2: Shorten ad commitments and build creative that works on other platforms.
No. 3: Extend creator campaigns to Instagram and YouTube Shorts.
No. 4: Nurture your fan base on other platforms.
No. 5: Consider Meta shopping ads and retail media for commerce.
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About This Report
TikTok’s future in the US is at an inflection point. Marketers who rely on the app must be prepared to pivot quickly if there is a significant change in the way the platform operates.
Topics
Social Media Usage
Influencer Marketing
Social Media Marketing
US
Table of Contents
Executive Summary
No. 1: Determine where your TikTok audience would go.
No. 2: Shorten ad commitments and build creative that works on other platforms.
No. 3: Extend creator campaigns to Instagram and YouTube Shorts.
No. 4: Nurture your fan base on other platforms.
No. 5: Consider Meta shopping ads and retail media for commerce.
Sources
Media Gallery

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?

Share of US TikTok Users Who Also Use... (% of TikTok users, 2023)
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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
  2. Media Gallery

Charts in This Report

Share of US TikTok Users Who Also Use... (% of TikTok users, 2023)Short-Form Video Platforms US TikTok Users Would Switch to if TikTok Is Banned, Nov 2022 (% of respondents in each group)
Short-Form Video Platforms US Ad Buyers Say Their Largest Clients Are Advertising on, Dec 2022 (% of respondents)Instagram vs. TikTok Engagement Rates Worldwide in Select Content Categories, 2022
Most Effective Platforms for Building a Community According to Social Media Marketers Worldwide, Jan 2023 (% of respondents)US Social Commerce Buyers, by Platform, 2019-2025 (millions)

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authors

Jasmine Enberg, and Debra Aho Williamson

Contributors

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