What If TikTok Is Banned?
Here’s How Brands Can Future-Proof Their Social Strategy
This issue of Social Signals was written to my go-to working soundtrack, Get to Work.
Happy Thursday!
Wow - thanks so much for all of the great feedback and energy around my CES recap last week. It was one of my favorite years ever, and it’s been really fun reporting back on the key themes and favorite products I hunted out at the show.
And I’m old enough that finding myself on the front page of the print edition of the St. Paul Pioneer Press on Monday was pretty damn cool. You can read the digital story here.
And yes, I was at the Minnesota Vikings playoff game in Phoenix earlier this week, and no, I don’t want to talk about it yet.
Anyway, this week, let’s talk TikTok. Whether it’s banned this weekend or not, there’s a lot of work to do.
Greg
What If TikTok Is Banned?
I was thrilled to be quoted in PR Daily this week on behalf of FINN Partners on this very topic! 🎉 Spoiler: It’s less about hitting the panic button and more about smart, proactive planning.
If we take the long view on social media platform strategy and prioritization, we will be less frustrated when these shifts occur. We should be anticipating them!
For example, when Elon Musk took over Twitter, many brands hit pause, re-evaluating their investment in the platform and redirecting resources toward TikTok, which at the time felt like the social media darling with unstoppable growth.
Now, as TikTok faces uncertainty, brands are presented with yet another opportunity to shift resources. But this time, instead of chasing the next shiny object or (Chinese owned) TikTok clone, perhaps this is a time to build that Pinterest pilot.
Or take the leap into long-form YouTube programming, building deeper connections with audiences through storytelling that stands the test of time on a platform that turns 20 years old next month.
Some of these platforms have always been there—maybe it’s time we gave them the attention they deserve with these newfound resources.
What to do with TikTok Right Now?
Archive Everything. If you haven’t already, make sure to download your TikTok content, comments, and analytics.
Create a Contingency Plan. Budgets, influencer contracts, and paid media shouldn’t be left in limbo. Have a clear framework for reallocating resources so you’re not scrambling if and when TikTok disappears. Influencers may not be 1:1 in their TikTok to Reels or YouTube audience sizes, so contract addendums and re-planning may be necessary. Lots of work to do here if you haven’t already started.
Think Multi-Platform, Not One-Size-Fits-All. TikTokization—the rise of short-form, engaging vertical video—isn’t going anywhere. But don’t jump on every clone like it’s a lifeboat. Instead, look at your brand’s audience, objectives, and strategy to inform where you spend time (this is an age-old and foundational recommendation). So yes, perhaps shifting resources to Reels, YouTube Shorts, or even Snapchat and Pinterest makes sense. But that’s really up to your brand, audience, and strategy.
Audit Your Channels and Re-Prioritize Your Matrix. This moment is a great excuse to step back and evaluate your whole ecosystem. Are all your platforms pulling their weight? Are you spreading yourself too thin? Where are your time, paid, and measurement resources going, and are they worth it? This is a great opportunity to reevaluate that matrix.
But what I love most about this moment is that it’s an opportunity for us to reset. You already know what works for your brand: great content, authentic connections and engagement, and measurable impact. Where else could you put that energy?
Want to dig deeper? You can read the full PR Daily article here:
What about RedNote and Lemon8?
I will admit it’s hilarious that the government wants to ban TikTok because it’s owned by the Chinese, and consequently, now the two top apps in the Top Free App Store are Chinese-owned apps. In fact, RedNote isn’t even in English?!
And boy, is Duolingo having fun with it…
Tiktok failed to load.Enable 3rd party cookies or use another browser
What should you do about these trending apps?
You should download them and test them out. That’s part of our job - to be curious, test out the new thing, and figure out the context for what to do about it.
Lemon8 is also owned by TikTok-parent ByteDance, so will most likely also be banned. But it’s a rule of thumb that you should probably register your brand’s handle on each of them and save it someplace for a rainy day.
That’s the best plan for any new app - always register your brand handles to protect your brand reputation and inoculate squatters. From there, you can always **not** use it. But you have it just in case.
We just talked bout this with BlueSky, remember? (reminder, paid Social Signals subscribers have access to the full archives):
Register Your Brand on Bluesky: You don't have to use it, but you should get
As always, the social media world is one big, chaotic rollercoaster—and we’re the ones who signed up to ride it. But hey, that’s what makes it fun, right? And yes, it also keeps us gainfully employed.
So whether you’re bracing for a TikTok ban, poking around on RedNote, or finally dusting off your Pinterest strategy (it’s time, folks), remember this:
Social media marketing isn’t just about chasing trends or doing the bare minimum to keep up. It’s about being where your audience is, building a community, serving up content and engagement that resonates and is measurable, and staying agile as the landscape shifts under our feet.
Platforms will come and go, but great strategy? That never goes out of style.
Keep testing, keep learning, and keep showing up.
See you in the future. 🚀✨
Greg