Anyone who is a bit TikTok crazy has seen many panicky videos from creators and influencers on the platform in recent days. And especially from American creators and influencers, because there is a good chance that TikTok will soon be banned there.
By Sunday at the latest, January 19, it will be decided whether the platform should actually disappear from all American phones. The reason: there are concerns about the ownership of the Chinese company ByteDance and the personal data of Americans that could end up in the hands of the Chinese government. If ByteDance doesn’t sell the US part of TikTok to a non-Chinese company before next Sunday, users can say goodbye to their beloved app.
As down-to-earth Dutch people, we can shrug our shoulders and say that things won’t be such a storm in our cold little country. But here too, the idea of banning TikTok for good has been toyed with for some time. Now that’s not the long-term doomsday scenario I want to focus on today. Although you may indeed wonder how long it will take before other countries follow the example of a major player like the United States. Let’s first look at the consequences of this (possible) ban for us as marketers. What should we take into account, now and in the future?
What exactly does the TikTok ban mean?
Let’s go back to the beginning, before we risk falling into those doomsday scenarios. Because what exactly does the American ban on TikTok mean? Is the panic justified or is everything not so bad?
The answer: a little bit of both. If it is announced on January 19 that TikTok will indeed be banned, this does not mean that the app will automatically be removed from all phones. And also not that people run the risk of being punished if they log in.
However, according to TikTok itself, it means that from that moment on, users may see a pop-up stating that the service is no longer available in their country. This also happens in India when someone tries to open TikTok, where the app has been banned since 2020. It is also possible that users can open the app, but it no longer works properly, is slower or regularly closes on its own. Finally, there is a chance that the app can no longer be downloaded and/or updated in the App and Play Store.
The ban will not make it impossible to open or use TikTok, but it will become much more difficult. Kate Ruane is director of it Free Expression Project van Center of Democracy and Technology and opponent of the TikTok ban. She anticipates that it will require more technical knowledge to maintain access to the app. For example, via a VPN connection or by avoiding the use of the App or Play Store. And that in itself is a major barrier for many people to (continue to) use TikTok.
American creators, influencers and users therefore seem right to mourn the impending loss of TikTok. But what do we notice here in the Netherlands if the platform loses more than 170 million users on the other side of the ocean?
The consequences for (Dutch) marketers
The ban on TikTok may soon apply 7,500 kilometers away, but if we have learned one thing from the world wide web, it is that it minimizes distances. This means that we will notice the consequences of the TikTok ban in America not only in the Netherlands, but all over the world.
Many videos that Dutch users watch come from the United States. No wonder I became aware of the upcoming ban through a TikTok video by an American creator.
In addition, many trends on the platform originate from America. If the creators of those trends disappear, TikTok may become a lot more boring for users worldwide. As a result, they will use the app less often or even not at all. This in turn means that TikTok is becoming a lot less interesting for companies. And therefore for marketers – also in the Netherlands.
Fortunately, that is something we can protect ourselves against. Haven’t you done that yet? It is not too late to make preparations. As a marketer, keep the following in mind (in the future):
- Be active on various social media. Short videos are here to stay. So don’t completely scrap your ideas for TikTok because the platform might disappear or go through major changes. Instead, spread your online presence and post your videos (also) on Instagram Reels and YouTube Shorts.
- Also look at other forms of marketing. Never bet on just one platform or tactic. Keep an eye on the behavior of your target group and also look at strategies for SEO, Google Ads and email marketing. Nothing is as changeable as people and the internet, as it turns out.
- Stay prepared and adaptable. Everything changes constantly and quickly online. So always take into account a new platform, the disappearance of features or major updates from social media and keep up with developments as much as possible.
The future of TikTok
A handful of American TikTokkers still hope that the ban will not go through on January 19. The day after the planned ban, President Trump’s inauguration will take place. He is the only one who could put a stop to the app’s disappearance. However, that chance is extremely small.
Another possibility is that ByteDance decides to sell the American part of TikTok in the coming days. But we should not assume that either, as the company has already had the opportunity to take that action for nine months. So it looks like TikTok’s last hours in the US have come to an end.
Yet the end of TikTok in America is not necessarily the end of TikTok worldwide. We also have enough influencers like Tess Scholten and Daan Alferink who will continue to entertain Dutch TikTok users if their American counterparts disappear. In addition, online expert predicts Jan de Keijzer that the ban on TikTok will only create even smarter apps where people can feed their scrolling addiction. The shift to Instagram Reels and YouTube Shorts has been visible for a long time, and it will only accelerate with the TikTok ban.
In other words, the down-to-earth Dutchman in me now tends to say: things won’t turn out that bad.
Header image source: SheikhMohsinAli/Shutterstock.com
Source: www.frankwatching.com
