The debate on the possible ban of TikTok in the United States is ongoing. What could be the implications for digital stakeholders? Let's take a look.
There are dances, tutorials, Get Ready With Me (GRWM) videos, and then there's a gigantic elephant in the room that no one wants to see. The complicated relationship between China and the United States has never been a secret; it occasionally trends under the hashtag #geopolitics and confirms that the two sides will never truly find a compromise, not even when it comes to social networks.
But let's go in order. How did TikTok come to the brink of being banned in the USA?
Modern wars are no longer won only on battlefields but also through data control. That's why some American politicians have raised concerns that ByteDance's app might allow the Chinese government to access the data of U.S. users. Moreover, the sponsors of the bill, Mike Gallagher and Raja Krishnamoorthi, argue that through the app, the Chinese government could conduct real espionage activities, posing a severe threat to U.S. national security.
What is the fate of TikTok in the USA?
On March 13, the House of Representatives approved legislation requiring TikTok to be sold by ByteDance to a non-Chinese company, or else the app would be blocked across the United States. On April 23, the Senate also signed in favor of this legislation, which was then turned into law by President Joe Biden. Now, ByteDance has nine months to reach a sale agreement for the app most beloved by Gen Z.
It goes without saying that TikTok and its parent company have distanced themselves from the accusations and responded harshly to the criticisms, calling the law an “unconstitutional ban and an affront to U.S. freedom of speech.” The Chinese company, confident in its cause, is ready to fight to avoid succumbing to the pressures of the American government, relying on the multitude of brands, creators, and influencers present on the social network.
How will brands, creators, and influencers adapt to the possible ban?
While some of them are already established and have wisely diversified their presence on other platforms like Instagram and YouTube, this is not the case for those emerging creators and businesses not yet sufficiently structured to guarantee a solid community.
An important marketing lesson here is the need to ensure a presence on multiple social platforms in case one can no longer provide visibility. Moreover, the aforementioned diversification protects brands and influencers from potential crises or policy changes on individual channels, ensuring greater stability and continuity in their growth journey.
To understand if TikTok is truly beneficial for your business (and your target audience), we recommend diving deeper into the topic by reading this article.
Another possible scenario in this situation, which could come to the rescue of entities present on TikTok, is the emergence of a new platform capable of taking its place should it be removed from U.S. app stores. As has happened before, if existing social networks have tried to contain the growth of ByteDance's app by introducing new features (see Instagram with its “Reel” feature), it is possible that a new player could enter the game, ready to compete with similar or even better functionalities compared to ByteDance's platform.
According to Statista, along with Instagram and YouTube, TikTok has one of the best ROIs (Return On Investment). Furthermore, 2022 data reveals that brands that invested in the Chinese platform increased their investments by 55%.
Platforms must therefore develop tools and opportunities that allow those doing business to monetize and see their work grow, regardless of changes in the social media landscape.
Conclusions
In conclusion, while TikTok's fate in the United States remains uncertain, one thing is clear: adaptation and vision remain two pillars for thriving in an ever-evolving digital universe. The potential threat of a ban serves as a crucial lesson on the importance of diversification by the players, whether they are the most popular now or in the future. Do you want to diversify your presence on social media? Contact us, and we'll build a strategy for your brand together.