American Congress has made its move, and President Biden has signed off on a bill pushing TikTok's parent company, ByteDance, to either sell the app within nine months or face a ban.
Amid concerns around data privacy and security, the US has banned TikTok on public sector and Federal employees' phones, and some states have considered passing legislation, however it seems that this may be in violation of the First Amendment.
Banning the platform is not as simple as it sounds, but it can and has been done in some countries.
So, what does this mean for you, the content creators who've built audiences and revenue streams on TikTok?
Prioritizing proactive strategies to mitigate the impact of such changes and diversifying content across multiple platforms will shield your content strategy from any change in third-party platforms and help you stay ahead in the game. This article gives you insights on how to future-proof your content. Let's get into it!
What does this mean for TikTok users?
It will be a year before the ban can be implemented, and with potential legal challenges, the process may extend for several years. TikTok has successfully contested legal challenges but has yet to face federal legislation.
What if TikTok is already on my phone?
With over 170 million American users, TikTok will likely remain on devices even if banned. However, it would be removed from app stores, preventing new downloads and updates, which could eventually render the app obsolete and a security hazard.
Are there potential workarounds?
While users often find ways around bans, including VPNs or alternative app stores, it's uncertain what methods might effectively bypass a government ban. Users would likely switch to other platforms like Instagram's Reels or YouTube's short video features, where many TikTok creators also share content.
Understanding the concerns if you are a content creator
For many creators, TikTok is much more than another social media platform. It's a source of income, an audience, and a creative outlet. If you are a creator, this may cause you anxiety and doubt when the thought of being deprived of this vast, free audience and potential income comes to mind.
Will this ban be concrete?
Although there's a lot of buzz about the potential ban on TikTok, the discussion is not as straightforward as it might seem. The debate is complex and tangled up with legal and political challenges. Quite a few regulatory hurdles are popping up, and it's hard to tell how this will all play out. Even if President Biden ends up signing this into law, experts are betting it'll get tied up in legal challenges.
What can creators do?
Whether a TikTok ban is imminent or not, content creators should diversify their platforms and portfolios. Recent events have shown that relying solely on one third-party platform for income is risky.
However, this uncertainty can be buffered by the direct or indirect investment of time and resources to build a presence on alternative platforms or even build your own.
Keep Equilibrium
If TikTok gets banned, it can be scary, but avoiding panic and speculation is important. Instead, stay updated on the situation, be flexible with your content strategies, and consider other ways to connect with your audience. Diversifying platforms and revenue streams can help mitigate the impact of a potential ban, and keeping up with the latest developments is key.
Repurpose your content
Content creators should diversify their marketing channels to protect against uncertainties and extend their brand reach. This can include repurposing content across platforms like Instagram, YouTube, and Twitter and personalizing engagement through direct methods like newsletters.
Create your app
Invest in owned platforms like a customizable website, app, and tech stack to adapt and personalize your content effectively.
One solution is to invest in your own app or website. Some tools can help. Solutions like us at Kliq enable that for a small subscription fee. Creating your own spaces will allow you to enhance personal connections with audiences through direct engagement and prioritize the development of owned digital properties like a website and a flexible tech stack, which allow for more tailored and responsive marketing strategies.
