Key takeaways:
- Strategic flexibility: Stay agile by assessing your TikTok strategy and considering alternative platforms to mitigate risks associated with potential bans or regulatory changes.
- Cross-functional collaboration: Foster collaboration between social media and legal, cybersecurity, and IT teams to proactively address legal and security concerns surrounding TikTok to stay ready for any regulatory developments.
- Content adaptability: Repurpose TikTok content for other platforms like YouTube Shorts and Instagram Reels to maintain audience engagement and reach while minimizing reliance on a single platform with uncertain future.
As legislative pressures mount and the potential for a TikTok ban in the United States looms closer, social media leaders are facing critical decisions regarding their platform strategies.
In a recent confidential SocialMedia.org discussion on preparing for a ban of TikTok, heads of social media at the world’s largest companies shared insights regarding potential changes in their approach for their initiatives.
We’ll look at how our members are planning for contingencies and navigating legal and security concerns for TikTok’s uncertainty.
Keeping Business as Usual with TikTok
Over 100 of our members joined the conversation to discuss their brands’ TikTok strategies in light of the possible ban.
While the majority are maintaining a business-as-usual stance or have yet to launch on TikTok, there’s a collective awareness of the broader implications for social media strategies.
Some are implementing small adjustments to safeguard their brands, such as including clauses in influencer agreements to ensure content delivery on alternative platforms if TikTok becomes inaccessible.
Navigating TikTok’s Legal and Security Concerns
Acknowledging the potential grace period and legal processes surrounding a TikTok ban, members emphasized the importance of proactive engagement with legal, cybersecurity, and IT teams.
Building understanding and trust with these departments is crucial, especially concerning API integrations and security measures.
Educating broader organizational teams about the social media landscape can mitigate resistance and facilitate smoother transitions if alternative strategies need to be deployed.
Members shared how legal teams are already advising on potential pauses in paid advertising on TikTok, prompting brands to explore alternative channels for their ad spend.
Content Repurposing for Contingency
In anticipation of potential disruptions, our members said they are repurposing TikTok content for other platforms like YouTube Shorts and Instagram Reels.
Several members have already begun duplicating content on these platforms and are observing similar levels of engagement.
But our members also cautioned exploring alternative platforms like BeReal and Likee, particularly regarding ownership affiliations with ByteDance, the parent company of TikTok.
Other social media experts noted why it’s critical to repurpose content across various platforms to protect your brand’s audience reach.
“The potential ban serves as a stark reminder of the precarious nature of relying solely on social media platforms,” said Carlos Gil in a PR Daily article.
Carlos has led social media for brands like BMC Software and Winn-Dixie Stores, and currently leads the Gil Media Company.
The potential ban serves as a stark reminder of the precarious nature of relying solely on social media platforms.
Carlos Gil, Chief Strategist and Founder of Gil Media Co.
“While platforms like TikTok offer unparalleled reach and visibility, they also represent ‘rented land,’ where users have little control over their longevity,” Carlos added.
Strategize Emerging Topics with Your Peers Leading Social Media
As the fate of TikTok hangs in the balance, social media leaders are proactively assessing their strategies, preparing for potential disruptions, and exploring alternative platforms.
By staying informed, collaborating across departments, and repurposing content, SocialMedia.org members explained how you can navigate the uncertain landscape with resilience and adaptability.
If you’re looking for more actionable insights on how to navigate this uncertainty, your peers in SocialMedia.org can help. Our members meet weekly to discuss their most pressing challenges and benchmark strategies without any vendors or consultants present.
See how membership can help you chart your course amidst evolving regulatory landscapes and platform dynamics.
