TikTok & the Future of Social Media Marketing
As the Supreme Court’s Friday decision to uphold the “divest or die” congressional act looms large over TikTok, the app’s fate in the United States remains uncertain. This past weekend marked a whirlwind of developments: the app went dark on Saturday, only to reemerge on Sunday after President Trump announced his intention to issue an executive order delaying the enforcement of the ban. As the app’s future hangs in the balance, brands and agencies are left grappling with what this seismic shift could mean for their marketing strategies.
Disruption: Opportunities and Reactions
Meta was quick to capitalize on TikTok’s precarious position, rolling out new features for Instagram Reels just minutes after the Supreme Court’s decision was announced. This rapid response underscores the fierce competition for displaced users, particularly the coveted Gen Z demographic that has made TikTok a cultural and marketing powerhouse.
For brands, the immediate question is whether TikTok’s potential absence will cause a ripple or a tidal wave. Multi-location businesses which have leaned heavily on TikTok for organic reach and engagement, face a particularly uncertain future. According to Chris Brownlee, VP of Product at Yext, the audience that has been cultivated won’t stop searching for content—they’ll simply migrate to other platforms. “If TikTok disappears, Gen Z won’t stop searching,” Brownlee notes. “They’ll simply look elsewhere.”
TikTok as a Search Engine
Beyond its role as a social media platform, TikTok has evolved into a search engine of choice for younger audiences. In 2023, 40% of Gen Z preferred TikTok and Instagram for online searches over Google. This shift has profound implications for marketers, as it highlights this app’s unique ability to blend entertainment with information. Should it disappear, the vacuum it leaves may not be easily filled by traditional search platforms.
Brownlee emphasizes that the rise of AI-powered search, such as OpenAI’s SearchGPT and Google’s Gemini, is already reshaping the search landscape. The potential TikTok ban adds another layer of complexity, forcing marketers to diversify their strategies and ensure their business details are optimized across a variety of platforms.
The Land Grab: Who Stands to Benefit?
In the wake of TikTok’s potential exit, a land grab is already underway. Instagram Reels, YouTube Shorts, and emerging platforms like RedNote are vying to capture displaced audiences. Even platforms traditionally seen as niche, such as Reddit and AI-driven search tools, could see a surge in adoption.
Damian Rollison, Director of Market Insights at SOCi, suggests that while Instagram and YouTube are well-positioned to benefit, the app’secosystem—from creators to SMBs—will take time to replicate. “A new startup or a lateral move by a company like Snap could emerge to capture TikTok’s user base,” Rollison speculates. “However, the human connection and authenticity that TikTok offers will be hard to replicate.”
Navigating a Post-TikTok Landscape
The potential ban serves as a wake-up call for brands to diversify their social media strategies. According to Layla Revis, VP of Social, Content, and Brand Marketing at Sprout Social, the key lies in embracing agility and data-driven decision-making. “Tapping into social data equips brands to make informed decisions around strategy optimizations and budget resourcing,” Revis advises.
Brands should:
- Diversify Platform Strategies: Explore emerging platforms while leveraging existing ones like Instagram Reels and YouTube Shorts.
- Repurpose Content: Adapt your assets for other platforms to maintain consistency and engagement.
- Leverage Advocacy: Encourage employee and influencer advocacy to amplify reach and foster community.
The Bigger Picture: Resilience and Opportunity
While a TikTok ban may disrupt existing strategies, it also presents an opportunity for brands to build more resilient ecosystems. Direct-to-consumer channels like email marketing, loyalty programs, and branded communities can mitigate reliance on any single platform. Revis underscores this point: “The social media landscape is constantly evolving, and brands should view times of change as opportunities to build more resilient ecosystems focused on long-term growth.”
While the January 19 deadline has passed, the marketing world continues to brace for impact. Whether TikTok survives or not, the lessons from this moment—diversification, adaptability, and a focus on authentic consumer connections—will shape the future of social media marketing.
