The Potential TikTok Ban: A PR Pro’s Guide to Prepare

In just two days, TikTok could be banned in the United States. Due to national data security concerns, President Biden signed legislation into law that gives TikTok’s owner, ByteDance, until January 19th to divest from the social media app.

Undeniably, TikTok has significantly impacted the global communications industry in countless ways:

• PR professionals have shifted content strategies to support short-form videos and brief attention spans.

• Influencer marketing, micro-influencers, and niche communities have flourished.

• Brands have used the platform as a critical channel for reaching Gen Z and Millenials.

• PR professionals have been able to address crises in real time.

• Trendjacking has helped brands reach high audience engagement.

With the app’s heavy influence, talk of a potential TikTok ban brings a key question to light: How would its removal reshape the PR and communications industry? In this blog, I will discuss how PR professionals can prepare and adapt to a social media world without TikTok.

Shifts in Content Creation Strategies

Unlike most social media platforms, TikTok’s focus on short-form, algorithm-driven content has led PR professionals to redefine content strategies. While many TikTok trends, challenges, and sounds may seem silly, brands eventually learned that trendjacking could often lead to viral campaigns. Unfortunately, just as brands have begun to recognize and capitalize on TikTok’s specialization in viral content, storytelling, and brand-consumer engagement, they may lose the platform entirely.

To avoid shifting content strategies again, brands may consider exploring alternative short-form, video platforms such as Triller or Clapper. However, with limited short-form, music-driven content platforms competing with TikTok’s popularity, it may be difficult to replicate the app’s virality and engagement elsewhere. Therefore, PR pros should also prepare for the possible resurgence of traditional or long-form storytelling on other platforms. Audiences may turn to podcasts, YouTube videos, or webinars as primary channels for storytelling.

In general, brands shouldn’t place all their eggs in one basket… or rather all their content on one platform. While not every platform may align with a brand’s identity, goals, and target audience, it is important to explore multiple outlets for posting content. Diversifying social media presence helps ensure that campaigns don’t rely on a single platform. Brands may also consider embracing owned media channels. Digital assets like websites, blogs, podcasts, and newsletters grant brands greater control over messaging with less reliance on third-party platforms.

Disruption of Influencer Marketing

Because TikTok’s algorithm facilitated viral content, many TikTok influencers and creators have built entire careers on the platform alone. Fewer barriers to entry have encouraged typical content consumers to start creating content for an audience. This means brands can often find and collaborate with macro- and micro-influencers in almost any niche, creating a mutually beneficial relationship for both influencers and brands.

However, a TikTok ban would force brands to identify influencers who can adapt to other platforms, which means micro-influencers who've built their audience solely on TikTok may be left behind. Not only could brands lose connections with trusted influencers, but they also risk losing access to their niche, highly engaged audiences.

To prepare for a disruption of influencer marketing, PR pros should build relationships with influencers who have a strong presence across multiple social media platforms. To maintain strong connections with niche audiences, brands should conduct community research to learn where those audiences may migrate upon TikTok’s removal. For brands that lose a majority of influencer relationships, it may be beneficial to temporarily reallocate PR efforts to other earned media tactics such as media coverage or user-generated content.

While a TikTok ban would undoubtedly pose challenges for PR professionals and brands, it may also offer an opportunity to rethink and strengthen communication strategies. Whether or not the app becomes banned in the United States, the debate over data privacy concerns should remind PR Professionals to stay informed about government regulations and remain adaptable in the face of industry disruption.

Alexia Frazzitta is a senior at Grand Valley State University studying Advertising and Public Relations with a minor in Digital Studies. Alexia is the current President of PRSSA for the 2024-2025 school year and will be returning to GrandPR for her second year as an Account Associate. Outside of PRSSA, she works in the Office of Student Life to help students get involved on campus. After graduation, Alexia hopes to utilize her copywriting and brand strategy skills in the technology or entertainment industry.