So You’re Worried About TikTok: Discourse in Social Media
Since 2020, TikTok has taken the world by storm. Endless scrolling and constant content filled the void of human connection during the early days of the Pandemic, and has only continued to flourish into 2023. Content creators found a viable way of earning income on the app, and marketers soon followed suit with advertising products and services within the software.
TikTok’s unique and specific algorithms have aided marketers in solidifying their ideal audiences and many products have gone “TikTok Viral”, resulting in mega-sales and sold out signs across storefront websites. However, the data collection on the app has drawn government attention, specifically due to the fact that TikTok’s parent company, ByteDance, is not an American-based entity.
So what’s next for TikTok? What’s next for influencer marketing? Here are 3 ways SheSpeaks is approaching the potential ban of TikTok with our clients and influencers.
It’s not over ‘til it’s over
Don’t flee the app just yet! While you may be wary of posting to TikTok in this uncertain time period, just take a quick look at the history of other social media giants that have been under government scrutiny. In 2018, Mark Zuckerberg took the stand for similar privacy concerns. Meta has only gotten bigger since then, and their advertising has only increased. The best way to approach this issue, is to stick with TikTok (while having a back up plan!)
Find similar activations
If you are wanting to leave the app, the good news is that TikTok is not the only platform that offers short-form video content! Both Instagram and YouTube have incorporated TikTok-style content feeds (Reels and Shorts respectively) that highlight creators’ quick videos for their audiences. While the algorithms are not nearly as in-depth as TikTok’s, both Instagram and YouTube have stepped up to adapt to this new wave of content creation, making it easy to pivot just in case TikTok goes under.
Keep your campaign plan flexible
Start thinking proactively instead of reactively. If you have a campaign slotted for mid to late 2023, keep some flexibility in your overall timeline, plan, and execution. A great way to approach this is to incorporate addendums into existing contracts that state a backup activation in the event of a TikTok ban. You can also be sure to activate influencers who have a good engagement rate on multiple platforms, that way you can transition their content with ease to an alternative social media app.
This congressional hearing for TikTok just goes to show that social media is ever changing and evolving. Apps come and go, and content creation and influencer marketing has become a robust way for marketers to reach new audiences. When one platform goes away, a new one is waiting to push to the forefront.
We would love to know your thoughts on the current state of TikTok and what predictions you have for the space. What do you think is next for content creators and marketers?
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