By Jonathan Baker and Christina Botte, EGC’s Director of Social Media (Contributor: Hailey Lipiec, EGC’s Social Media Manager) For nearly two years, users and content creators who favored TikTok as their social media platform of choice have been in suspense. As the ultimate platform for creators and trendsetters, TikTok’s future has been up in the air over national security concerns. Will the new administration save it, or are we about to say goodbye to endless “For You” feeds? And if TikTok does disappear, where are we heading next? Current State of Affairs for TikTok This past April, President Biden signed a bill which would ban TikTok in the United States—unless China-based owner ByteDance agrees to sell the app to a government-approved buyer. Having won the presidency last month, Donald Trump stated he would reverse the ban. (The outcome is to be decided this coming January.) In the meantime, TikTok is maximizing efforts to further its impact. According to CNBC, the TikTok Shop—which allows users to purchase directly from brands, merchants, and creators—has attracted many Amazon sellers and retailers. Still, there is no guarantee that TikTok will remain in the U.S. With this in mind, there are points to consider—now—especially where social media marketing is concerned. Millions of Users As covered in Search Engine Land, TikTok has approximately 170 million registered users. This translates into millions of targeted audience members who see and engage with many brands through the app. If the TikTok ban goes into effect, millions of more ad dollars will be lost. With the fourth quarter (Q4) in full swing and budgets for 2025 are being prepared, marketers would be wise to seek other social media sites as backup. A Tough Act (and App) to Follow Many brands are marketed through social media. TikTok, though, has special appeal. According to ROI Revolution, 60 percent of ad buyers preferred the short-form video content offered by TikTok, followed by Instagram Reels (at 19 percent) and YouTube Shorts (at 15 percent). A reversal of fortune may be in store for YouTube, should TikTok be discontinued. Saying “Yes” to YouTube While only a small pool of ad buyers seeks out YouTube Shorts, the main platform itself has pull. Video content remains the leading medium for brand promotion. In a comparison of social media platforms, where return on investment (ROI) is concerned, YouTube took the lead. (And yes, YouTube even took the lead over TikTok.) And new reports reveal that YouTube may become the backup platform where users will seek out video ad content. Facts and Figures of the Possible Future A recent PR News article presented percentages and projections on the future of social media advertising via video if TikTok goes away. As of now, YouTube is in the lead. Approximately 46 percent of users state they would visit this site more frequently. It is also worth noting that the algorithmic discovery of YouTube is like TikTok’s—particularly where learning and content recommendations are concerned. Diversification Yes, the decision of whether TikTok will continue in the U.S. or be banned is still in the teetering stage. This current event demonstrates, however, the importance of having a diversified field of social media platforms for advertising. While TikTok may be central to your brand’s strategy, there’s no need to worry. The EGC Group is prepared to help you diversify across other video platforms to maintain a strong presence across social media channels. From strategizing tailored strategies to producing high-quality content in The EGC Content Studio, we’ll ensure your brand continues to reach and engage its audience, wherever they may be. Get in touch with us to learn more.
