Prep for Possible TikTok Ban: A Video Marketer’s Perspective

As video marketers who create content for TikTok and use it daily, we’re bracing for the potential impact of a TikTok ban. As TomPetty says, “The waiting is the hardest part!” While the prospect of losing this popular platform is concerning, we’re preparing strategies to adapt our clients’ content and reach through alternative channels. Here’s our take on navigating this potential shift:

The Rise of Instagram Reels

Instagram Reels is poised to become a primary beneficiary of a TikTok ban. Currently, Reels attracts a slightly older demographic, with almost 32% of its audience in the 18-24 age range, according to Statista. However, we anticipate a significant influx of Gen Z users migrating to Reels if TikTok becomes unavailable.

Content Adaptation for Reels:

• Refine your approach: Avoid directly repurposing TikTok content for Reels. Yes, many people do it but it can be jarring for the viewer.
• Elevate production quality to align with Instagram’s visually pleasing aesthetic.
• Use slang sparingly, as Reels content tends to be a bit more polished than TikTok. On IG Reels, we probably won’t say the phrase, “Bring home the bag” as we did in a recent TikTok campaign.

Exploring Snapchat Stories

While Snapchat remains popular among high schoolers and young adults for personal connections, folks in our informal research say brand engagement on the platform is less established. Before committing substantial resources:

• Conduct small tests using Snapchat Stories
• Leverage Stories’ link feature. Consider using paid advertising on Snapchat Stories to funnel viewers to your brand’s Snapchat channel, fostering longer-term connections.
• Create fun, short, hooky content to capture this audience’s attention

Leveraging YouTube Shorts

YouTube’s algorithm is designed to keep viewers on the platform, potentially leading to longer-lasting brand relationships. YouTube Shorts offers an opportunity to:

• Create short, engaging videos that can link to longer, in-depth content. This may mean extended engagement on your brand’s YouTube channel.
• Capitalize on YouTube’s recommendation system to keep people watching

Adapting Your Strategy

As we monitor the TikTok situation, it’s crucial to:

1. Think broader and diversify your social media presence across multiple platforms
2. Tailor content to each platform strengths and audiences’ expectations
3. Be flexible in your strategy as the social media landscape evolves

We’ll be monitoring the situation daily with our marketers’ fingers crossed AND back-up plans in place.