Is the TikTok USA ban still happening? What does this mean for the UK?

In a significant move, the United States has enacted a ban on TikTok, effective January 19, 2025, due to national security concerns over its Chinese ownership. However, enforcement of this ban has been delayed. On January 20, 2025, President Donald Trump signed an executive order postponing the ban’s implementation by 75 days, allowing TikTok to continue its operations in the U.S. temporarily . This decision has profound implications for marketers, leaving suspense for what’s next. 

Whilst everyone contemplates what the next steps are & whether we should remove TikTok from our marketing strategies, here’s what our marketing experts think & how the US TikTok ban is relevant for UK brands.

Impact on Marketing Strategies

TikTok has been a platform which has drastically changed things for brands aiming to engage younger audiences through creative & authentic content. UK users spend an average of 70 minutes daily on TikTok, indicating substantial engagement opportunities for brands targeting younger demographics. Approximately 49% of TikTok users have purchased products or services after seeing them promoted on the platform, underscoring TikTok’s effectiveness in driving consumer actions. With the ban in place, marketers will have to reassess their strategies to maintain connections. Key considerations include:

– Platform Diversification : Brands should explore alternative platforms popular among teens, such as Instagram Reels, YouTube Shorts, & Snapchat. These platforms offer similar short-form video features that can replicate the engaging content styles previously utilised on TikTok. 

– Content Adaptation : It’s essential to tailor content to fit the unique algorithms & user behaviours of these alternative platforms. What worked on TikTok may not necessarily resonate elsewhere, so understanding each platform’s nuances is crucial. As an example, TikTok became a search platform for Generation Zusers with 64% using it as their go to search engine.

– Direct Engagement : Building direct channels of communication, such as newsletters or dedicated community forums, can help maintain engagement with younger audiences outside of social media platforms. But how can brands effectively communicate with younger demographics beyond social media? Younger audiences expect brands to speak directly to them, not at them. Personalised email campaigns with tailored recommendations, exclusive content, or birthday rewards can keep Gen Z & Millennials engaged. Think beyond just using a first name – offer curated content based on their past interactions.

Predicted Outcomes from Next Chapter

As well as an immediate impact on marketing strategies, t he ban is likely to lead to several developments in the marketing world. We asked our social media experts to predict any further outcomes & offer some advice, here’s what they had to say:

– Thoughts from Daniel, Co Founder & Marketing Director – Shift in Ad Spend : Marketers will reallocate their budgets to other platforms. According to eMarketer, TikTok’s ad business was projected to generate $8.6 billion in U.S. revenue this year. These funds will now be redirected, potentially benefiting competitors like Meta & YouTube, which could see revenue increases between $15 & $20 billion.

– Thoughts from Aoife, Digital Marketing Executive – Emergence of New Platforms : The void left by TikTok may encourage the rise of new social media platforms aiming to capture the teenage audience, offering fresh opportunities for marketers. Already we have seen a rise in activity on Instagram, especially reels which are the closest thing we currently have to TikTok videos. But, with TikTok taking first position for Gen-Z, Instagram will have to work hard to capture this younger audience while retaining their existing loyal users. Does this create a new opportunity for rising social media platform Bluesky to dominate the social media market? 

– Thoughts from Jack Olrod, Senior SEO & Content Manager – Drive Innovative Content : As brands flock to alternative platforms, the competition for attention will intensify, necessitating more innovative & high-quality content & bold campaigns to stand out.

– Thoughts from Hannah Taylor, SEO Assistant – UK TikTok Ban : For now, TikTok is not banned in the UK, but that could change if the government begins to see  it as a security risk. The app is already banned on government devices due to data concerns, & officials are keeping a close eye on how social media companies handle user information. The UK has been tightening online safety laws, & with the EU investigating TikTok under the Digital Services Act, scrutiny is only growing. While no solid proof has emerged that TikTok misuses data, some experts believe a US ban could influence other countries to follow suit – so watch this space.

Next Chapter, Social Media Marketing for leading B2B Companies 

The TikTok ban in America marks a pivotal shift in TikTok marketing& digital marketing strategies. Brands must remain agile, embracing platform diversification & content innovation to continue engaging the valuable demographic . By proactively adapting to this change, marketers can mitigate potential disruptions & discover new avenues for connection.

Want to develop an innovative & results-driven social media strategy that stays ahead of the curve? Get in touch with our team, & let’s start a project together.