• by Geoff Gates , March 28, 2024

A quick recap of where things stand currently: On March 13, a measure overwhelmingly passed in the House giving China-based ByteDance two options: Sell TikTok or be banned from use in the United States. Next up is a vote in the Senate. If the bill passes there, it goes to the president who plans to sign it into law.

Let’s go full doomsday and play out a scenario where ByteDance refuses to sell and the app is banned in the United States, which is an absolute possibility. After all, the U.S. has a history of defending itself against any form of foreign influence. If you’re a brand that has an established presence on TikTok, here’s what you need to do to set yourself up for success.

Diversifyyour social efforts. Every brand should be on multiple social media channels. If you’re not, you still have time! Begin operating under the belief that any social platform could disappear tomorrow, and start creating and posting accordingly.

You have no control over what happens at Facebook, Instagram, or X—this approach of a wider channel distribution allows brands to continue operating smoothly even if a platform is undergoing drastic changes.

Reddit shares soared 70% in its first day of public trading, and Meta’s Q4 2023 revenue was up 25% YoY. Now is a great time to explore and try platforms that your brand isn’t on.

Diversify your marketing efforts. You should continue cultivating your owned channels (website, email, app, etc.). These channels provide greater control and autonomy, reducing dependence on external platforms and mitigating risks associated with regulatory changes, virtually removing all third-party influence outside of, say, finding a better provider to host your email database. Continue to focus on building direct relationships with your customers and desired audiences.

This comes with its own set of challenges, specifically around data. Prioritize transparency and accountability in your data practices. With data privacy concerns at the forefront, consumers are increasingly wary of how their information is being handled. By being transparent about data collection and usage, brands can build trust with their audience and differentiate themselves in a crowded digital landscape.

Stay in the know. You should be monitoring developments closely and stay informed about regulatory changes and industry trends. I know it’s a tall task, but knowledge is power and making informed decisions on your marketing strategy is vital to success.

By staying ahead of the curve, you can proactively adjust strategies and allocate resources accordingly. This may involve reallocating budgets, exploring alternative platforms, or investing in new technologies to stay competitive in a rapidly evolving landscape.

The old adage “Don’t put all your eggs in one basket” has stood the test of time for a reason. Marketers can quickly find themselves in hot water when their focus is too narrow. If you haven’t already, start widening your brand’s footprint.