.png)
Is TikTok being banned in the US? What does this mean for your ads?
TikTok has emerged as the advertiser’s blue-eyed app over the last couple of years.
This was partly because of the iOS-induced tracking issues on Meta, but also a result of the supersonic growth of the platform over the past 5 years.
Between 2018 and 2022, TikTok added an average of 340 million new active members per year. The platform overtook Instagram in popularity when it hit 1 billion users in 2021, and tech pundits are predicting that it will reach 2 billion users by 2024.
Last month, on May 17th, though, Montana announced a complete ban on TikTok.
In addition to this, 19 other states including Alabama, Georgia, Idaho, New Hampshire, North Dakota, Utah, Texas, Maryland, Montana, South Dakota, South Carolina, Nebraska, Iowa, Oklahoma, Tennessee, and Virginia have banned TikTok on state-issued devices.
So far, at least 37 states have taken some official action against the app since 2020, either banning its use on government devices or filing lawsuits against the platform.
Why is this and what does it mean for digital advertisers?
The background
Many countries have expressed concern about potential privacy violations by TikTok which is owned by Chinese tech company ByteDance. Some, including India, have banned the platform completely. But, while there have been rumblings about a ban in the US, the first actual attempt to curtail the social media app was taken by Montana last month.
The reason given for the ban is national security.
“Today, Montana takes the most decisive action of any state to protect Montanans’ private data and sensitive personal information from being harvested by the Chinese Communist Party,” said Gov. Greg Gianforte in a statement.
The ban will become effective Jan 1, 2024, and is already being legally challenged by TikTok.
While we do not know whether the ban will be successfully overturned, advertisers on the platform are concerned.
What does the TikTok ban mean for advertisers?
Well, maybe nothing.
Even though rumors of the ban have been rife since the beginning of the year, ad spend on TikTok actually increased by 11% in Q1, 2023, showing high confidence in the network.
In addition, TikTok has sued Montana, alleging that the ban suppresses free speech and, so, is unconstitutional. This may lead to a reversal of the ban allowing life (& advertising) to continue as usual.
But, what if the ban does come into effect?
This could set a precedent for other states to follow suit and ban the popular social media platform.
Steps to prepare
Here are a few things that you can start looking at if TikTok is a primary marketing channel for you.
1. Assess your buyer persona/demographics
TikTok is more popular with younger users. Here is a breakdown of their audience:
Questions to ask yourself:
- Which age group do most of your buyers fall under? If they are younger people, consider expanding on Instagram, or Snapchat.
- What is the price point of your products? If you sell high-end or luxury products, you may be better off spending more on Facebook, which is popular with older adults/Boomers.
2. Assess your most profitable channels
Other than TikTok, which is your most profitable marketing channel?
Start focusing on this channel and slowly move more of your ad spend from TikTok to this channel.
Start early as each channel favors different content and it may take you a while to get the perfect message/creative for the channel. Remember, just because you are doing well on a channel with a small budget does not necessarily mean that you will be able to easily scale it.
This is a more reliable way of comparing data across channels as in-platform metrics will each try to claim credit for your sale. Your own first-party pixel, on the other hand, will track all the activity on your website to give you honest, reliable information.
3. Repurpose your content
If you are doing well on TikTok, you obviously have a good handle on that format.
Try sharing content that you produce for TikTok on other platforms like Instagram reels or even YouTube. See how they perform there and experiment with your style to improve ad effectiveness on different platforms.
4. Assess your owned channels
Consider doubling down on your ‘owned’ marketing channels like email or SMS. Unlike TikTok or Meta, these channels belong to you so they are under your control and are less likely to be affected by outside influences like bans or policy changes.
Conclusion
Meta (Facebook and Instagram) is still king when it comes to digital advertising, and trends are projecting a renewed popularity of the platform with younger audiences.
Meta is still probably your best option unless you are able to identify another high-performing channel for your brand.
Not sure how to scale on Meta? Check out these 9 campaigns that we are seeing success with in 2023.
Socioh is a digital advertising platform for eCommerce brands. Our Branded Catalog is the industry leader in dynamic catalog advertising and product feeds.
