Preparing for the Potential TikTok Ban: A Guide for Ecommerce Businesses
With the growing uncertainty surrounding the future of TikTok in the US, many ecommerce businesses may be wondering how they can adapt their marketing strategies to cope with a potential ban. In this article, we will discuss the background of the TikTok ban, its implications for ecommerce marketers, and actionable tips to help you prepare for the worst-case scenario. This information has been adapted from an article originally published on Klaviyo.com.
Bottom Line: A potential TikTok ban presents significant challenges for ecommerce brands that rely on the platform. Read on to discover how you can diversify your marketing efforts and safeguard your business against the impact of future changes.
TikTok Ban Background: The App in the Spotlight
TikTok, a short-form video and social media app, has come under scrutiny due to concerns regarding its parent company, ByteDance, and its obligation to share user data with the Chinese government for national security reasons. This has led to widespread concerns surrounding data privacy, the possibility of device infiltration, and the dissemination of misinformation.
Existing TikTok Bans
Several TikTok bans have already been implemented, including:
- India, where the platform was banned in mid-2020 along with over 50 other Chinese-owned apps.
- US federal government devices, following the passage of the “No TikTok on Government Devices Act.”
- More than 25 US states banning TikTok from state government devices.
Moreover, Montana is currently considering a full ban on TikTok on any device, which could pave the way for other states to follow suit.
Marketing on TikTok and Beyond
Despite these concerns, TikTok remains a powerful marketing channel for many ecommerce businesses. Klaviyo’s marketing mix report indicates that brands plan to continue investing in TikTok marketing, highlighting the importance of striking a balance between paid and owned marketing efforts.
However, a TikTok ban would force brands to rethink their marketing strategies and explore alternative channels.
3 Tips to Prepare for a Potential TikTok Ban
Here are three actionable tips to help your ecommerce business prepare for a possible TikTok ban:
- Take stock of where your audience is on social: Consider whether your target demographic is more active on other social media platforms, and adjust your marketing efforts accordingly.
- Invest in other social channels: Diversify your marketing efforts by expanding to other social media platforms, such as Instagram or Pinterest, and experimenting with different forms of content.
- Focus on your owned marketing channels: Strengthen your email and SMS marketing, as these owned channels offer more stability and control compared to third-party platforms susceptible to sudden changes.
A potential TikTok ban poses a significant challenge for ecommerce businesses that rely on the platform for marketing. By diversifying your marketing efforts and focusing on owned channels such as email and SMS, you can better insulate your business from the impact of future changes.