Once again, TikTok is under fire for its foreign ownership. In March, members of the House of Representatives voted 352-65 on a bill titled “Protecting Americans from Foreign Adversary Controlled Applications Act”. It was then voted on by the Senate on April 23rd and signed by President Biden the following day. The new law aims to either ban TikTok or force its sale to an American company. This isn’t the first time we’ve discussed the possible platform ban. Back in 2020, the US government announced efforts to ban the platform, and the parent company, Bytedance, said they would consider divesting the platform but those talks didn’t go anywhere.
In good news, multiple groups are currently putting together offers to purchase the platform and make it an “American-based” company. Now that the bill has been signed, we’re likely to see an official offer, and likely from multiple groups.
Why Does Congress Want to Ban TikTok?
Congress has expressed concerns about TikTok primarily due to issues related to national security, data privacy, and the influence of foreign governments. Some of the main reasons for wanting a TikTok ban are data security and privacy, Chinese law influence, content control and censorship, and the impact on young users.TikTok has repeatedly denied these allegations, stating that they prioritize user privacy and data security, and have taken steps to store US user data on servers located in the United States to alleviate these concerns. However, the debate continues.
So What Happens If TikTok Gets Banned?
Now that the bill has passed, TikTok has 9 months to find a buyer or face a ban in the United States. The immediate impact would necessitate a pivot and adaptation strategy. Here are some things we think will happen if the TikTok ban comes through.
- Search for Alternative Platform: Creators who have relied heavily on TikTok for audience engagement and income generation would need to pivot to other social media platforms such as Instagram Reels, YouTube Shorts, or emerging alternatives that offer short-form video content. This migration could lead to a period of adjustment as creators learn the nuances of new platforms and rebuild their follower base.
- Content Strategy Overhaul: The unique format and culture of TikTok have shaped the content creation strategies of many influencers and brands. A TikTok ban would necessitate a rethink of content strategy to suit the norms and preferences of alternative platforms, which may have different audience demographics and content consumption patterns.
- Rethink Campaign Strategies: Brands using TikTok for promotions, launches, and user engagement with need to rethink their strategy. What platforms can they go to that will make sense? Where are they likely to lose the least number of followers?
TikTok Alternatives
Instagram serves as a compelling alternative for TikTok creators, offering a similar short-form video experience through Reels. Its extensive user base and variety of content formats—including Stories, IGTV, and posts—provide creators with multiple avenues for creative expression and audience engagement. The platform's advanced algorithm helps in discovering new audiences, while interactive features like polls and direct messaging enable meaningful interactions. Additionally, Instagram’s connectivity with Facebook amplifies content reach, making it an ideal choice for TikTok creators aiming to broaden their digital footprint.
YouTube
YouTube offers a robust alternative for TikTok creators with its platform YouTube Shorts, designed for short-form content. Its vast global audience and comprehensive monetization options make it an attractive option for creators looking to expand their reach and revenue streams. YouTube’s powerful algorithm promotes content discovery, helping creators find new audiences. Moreover, the platform’s detailed analytics tools enable creators to gauge their performance and refine their strategies effectively. With the added benefit of integrating short-form content into a broader video strategy, YouTube provides a dynamic and lucrative environment for former TikTok users.
SMS
SMS marketing emerges as a unique alternative to TikTok, offering direct and personal communication with audiences. Unlike social media platforms, SMS allows creators to bypass algorithms and ensure their messages reach their audience instantly, fostering a more intimate connection. This channel is ideal for sharing exclusive updates, promotions, and personalized content, creating a sense of exclusivity and enhancing audience loyalty. While it lacks the broad reach and visual engagement of video-based platforms, SMS excels in creating a direct line to dedicated followers, making it a valuable tool for maintaining engagement in a more private and focused manner.
How To Engage Your Audience on SMS
Saying goodbye to a familiar platform doesn’t have to mean saying goodbye to your audience. Transitioning your audience from TikTok to SMS offers a unique opportunity to create a more intimate and direct line of communication with your followers. Here’s how you can make this shift seamlessly and how to engage your audience in the face of a TikTok ban:
- Highlight the Benefits: emphasize the value to followers, such as the personal connection. Make sure your audience understands the value they are getting
- Simplify Sign-up: Use a direct link to an easy sign-up form, shared across your social media. Opt for user-friendly tools that respect privacy standards to reassure followers about data security.
- Incentivize the Move: Offer something exciting for signing up, like early content access or merchandise discounts.
- Foster 2-way Communication: Encourage replies and feedback to create a two-way communication stream. This can deepen your community connection and provide valuable insights.
- Adapt: Monitor your engagement and change your strategy accordingly. What works for TikTok doesn’t work for other platforms so be prepared to take some time to find your groove.
SMS with Subtext
With all the worry about what happens if TikTok gets banned, choosing a specific platform may not be at the top of your mind, but it should be. Subtext stands out by showing you how to engage your audience without compromising personal touch or privacy. With time to move from TikTok to SMS, you can facilitate a seamless transition with the help of our Customer Service team that’s so flawless your audience will feel like they’re getting a piece of you they didn’t know they were missing.
Subtext enables TikTokers to continue sharing their unique content, insights, and updates directly to their followers’ phones, making it an excellent tool for creators seeking to cultivate a more personal and direct relationship with their audience should a TikTok ban be passed. Book a demo today to learn more about what Subtext can do for you.