Over the last five years, TikTok has been an undeniably impactful piece of the social media experience, both in the U.S. and globally. The app – initially associated with popular dance routines and social trends – quickly expanded in usership by the millions, became relevant in media, advertising, and pop culture, and functioned as a reliable publicity channel for professionals in every American industry.
As memes and stories went viral on the app, influencers and news personalities rose to fame. TikTok became a serious influence on the publishing industry, and companies of every size poured advertising dollars to reach the platform’s audiences through strategic, paid media campaigns.
At GAVIN™, we deploy sponsored content – via ads and influencer partnerships – across a variety of social media channels, so TikTok’s influence and large usership is something we not only appreciated but utilized to boost social media engagement for several client campaigns.
Due to data privacy and national security concerns, TikTok may become largely inaccessible across United States starting on January 19 – pending a swift decision from the U.S. Supreme Court and/or the sale of TikTok by its ByteDance parent company.
What makes TikTok unique?
The short-form video sharing app has provided an outlet for consumers to interact with brands in ways we’ve never seen before: nuanced tactics to respond to comments, incorporation of viral audio clips, a hyperspecialized algorithm, and creative tagging or hashtag options.
Post-ban, more than 170 million users and an estimated seven million U.S. businesses will be impacted, with around $15 billion in ad revenue up for grabs, according to Emarketer.
Whether you’re a current or potential GAVIN client, or you’re simply reading this blog as a lover of our brand communications content, your organization may currently be investing time and money into TikTok with hopes of boosting digital advertising or engaging in influencer marketing.
We know it may feel unsettling as news outlets across the country predict where digital traffic will navigate in a post-TikTok America. What changes can we expect once the TikTok ban is in place?
How will current app holders be impacted? There’s a lot most of us don’t know.
But here’s what we do know – and here’s how we can help.
GAVIN navigates the nuances of social media
Keeping privacy and compliance top of mind, our social and digital experts at GAVIN know from experience which networks will create robust results. We adapt campaigns to align with the latest cybersecurity standards, ensuring client and customer data is protected as we engage with their target audiences.
As digital regulations evolve, we are prepared to pivot to other platforms for short-form (TikTok style) video content, leaving the ByteDance app behind to instead explore equally impactful opportunities that carry the same results. As a boutique agency, our integrated approach to publicity incorporates data analytics, creative marketing, market research, platform diversification, and customized campaigns.
Where do we go from here?
Just as we customize our media recommendations and channels for each client, our solution to post-TikTok publicity won’t be one-size-fits-all either.
Our digital team is ahead of the game; for some advertising clients, we’ve been in talks about reallocating funds to new social platforms. Other situations will call for investment into earned media, blogs, or a variety of organic content. And certainly, the well-known Instagram Reels, YouTube Shorts, Snapchat Stories, and other video apps are on the table as options when paired appropriately with specific media campaigns.
New features on Instagram Reels are already being released amid chatter of the TikTok ban. According to social media analyst Adam Connell, approximately 727 million people use Instagram Reels, which makes up about 55% of Instagram’s total advertising audience.
Another prominent short-form video function – Snapchat Stories – has built a reputation since the Snapchat app expanded in popularity over the past decade. Snapchat users spend an average of 30 minutes each day on the app, per Measure Studio. The channel boasts 443 million daily active users – 60% of which view Stories at least once per day.
If an app maintains cybersecurity standards and reaches the right demographics for our client, we’re likely already there.
Staying ahead in the digital landscape requires constant vigilance in monitoring trends and understanding where users are migrating next. By keeping a close eye on emerging platforms as well as shifts in user behavior on established ones, we ensure our recommendations are always data-driven and relevant. Whether it’s leveraging the proven reach of long-standing platforms or exploring the untapped potential of newer channels, our goal is to position our clients directly in front of their target personas. This approach helps us maximize engagement and drive meaningful results for every campaign.
Reach out to our digital advertising team at [email protected] or our media relations and social team at [email protected].
