TikTok Ban - What Will It Mean For Product Marketing?

A ban on TikTok is now on the cards in the US unless the Chinese-based parent company ByteDance sells the app to an approved buyer. 

President Biden has signed legislation banning the app unless sold. Biden's signing sets a January 19 deadline for a sale  — one day before his term is set to expire — but he could extend the deadline by three months if he determines ByteDance is making progress.

Sources say that this could take months or even years to settle. We are expecting a legal battle from ByteDance, which could delay this law from taking effect. 

TikTok will argue that the ban is unconstitutional and that it’s also taken steps to protect American users’ data. The app has already launched an aggressive lobbying campaign, featuring a number of small-business owners and influencers who say it's their lifeblood.

In the meantime, the law will allow TikTok to continue to operate until a sale. Consumers will continue to search and shop for products in TikTok. 

Here’s what you need to know and how to adapt your strategy year this year. 

As a brand on TikTok, there is no reason yet to stop creating content, working with creators and promoting your products while the audience on TikTok continues to be as vibrant and interactive as ever. 

Rather than turning away from TikTok - now is the time to widen your short-form video strategy to other platforms as well - YouTube Shorts, Reels and Facebook Reels will rush to fill the gap if the ban does happen. Believe it or not, Facebook Reels continues to grow. If you have a Millennial or older buyer, now is the time to start putting your short-form content out as an organic Facebook strategy. 

What about Social Shopping and TikTok Shop? 

If you are not taking full advantage of all the ways in which TikTok Shop can be optimised this year, you are missing out on an opportunity to make the most of social shopping while there is still an element of first-mover advantage. 

In fact, with bigger brands hanging back, this could actually make it a better time than ever to get in there while the more conservative brands hit pause. Meta is looking likely to launch a TikTok Shop alternative later in the year - so learning the ropes of social shopping and building relationships with creators will set you up for success when Meta launches their alternative. 

YouTube and YouTube Shorts have features for Shopify sellers to sell their products natively. Instagram Shopping also allows sellers to create products and sell natively on the app. 

We are not political experts and so are not going to make a call on whether this will go through or how soon - but one thing is for sure - short-form video and user-generated content continue to be the highest-impact and most viral forms of social content - whether TikTok stays the platform that it is served through or not -  turning your back on TikTok and TikTok shop would be a huge mistake.