As 2025 Looms, Should Brands Still Bet On TikTok?
The clock is ticking, and U.S. brands are staring down a critical decision: stick with TikTok, the short-form video juggernaut that has revolutionized digital marketing, or start hedging their bets. Recent legal developments have added urgency to the discussion. Read on for our advice on navigating uncharted territory.
The Current Legal Landscape: A Game Of High Stakes
Back in April 2024, President Joe Biden signed the Protecting Americans from Foreign Adversary Controlled Applications Act, issuing TikTok’s parent company, ByteDance, a stark ultimatum: Divest from the platform by January 19, 2025, or face a nationwide ban. The reasoning? National security concerns over potential access to U.S. user data by the Chinese government.
Fast-forward to December 2024, and a federal appeals court has upheld the legislation, dealing a significant blow to TikTok’s legal team. Now, with the case headed to the Supreme Court, the future of TikTok hangs in the balance. If TikTok’s future feels precarious, your marketing strategy doesn’t have to. Here’s how brands can adapt, stay agile, and prepare for whatever 2025 throws their way.
4 Things Brands Should Do Right Now:
1. Ramp Up Short-Form Video on Other Platforms:
Let’s face it, TikTok rewired how we think about short-form video. Instagram Reels and YouTube Shorts remain viable platforms for capturing attention and driving engagement.
- Try this:
- Scale creativity: Test different storytelling techniques, video styles, and content cadences to see what clicks with your audience.
- Refine ruthlessly: Use platform-specific insights to double down on high performers and abandon what doesn’t move the needle.
2. Engage with Audiences Transparently:
Your followers aren’t just numbers; they’re communities. If TikTok disappears, how you communicate the shift will make all the difference in preserving their loyalty.
- Try this:
- Keep followers in the loop: Post updates about your TikTok presence, including where else they can find you.
- Cross-promote: Use TikTok to drive traffic to other platforms like Instagram, YouTube, or even your email list.
3. Preserve Your Data:
As we said back in May, if you aren’t already pulling quantitative and qualitative data regularly, it’s time to start. There are undoubtedly valuable audience, content, and potentially, product insights that you’ll want to refer back to when planning for other platforms.
- Try this:
- Data download: Head to TikTok.com on a laptop or desktop computer. Click on your brand profile picture and select “View Analytics”. Click “Download Data” on the Overview Page. Save it as a .CSV
- Collaborative analysis: Review the raw data with your team. Identify the KPIs that are most important to your business goals and pinpoint the trends.
4. Recalibrate Your Social Ad Spend in 2025:
There’s no need to panic and pull the plug on TikTok just yet, but smart marketers know the value of diversification. A little budget reallocation can go a long way in safeguarding your ROAS.
- Try this:
- Start small: Shift 10–25% of your TikTok ad budget to platforms with proven performance for your brand.
- Stay balanced: Keep a measured presence on TikTok to capitalize on short-term opportunities while preparing for longer-term shifts.
Final Thoughts: A Balanced Strategy For An Uncertain Future
TikTok’s fate may be uncertain, but your strategy doesn’t have to be. By testing other platforms, engaging transparently with your audience, and diversifying ad spend, your brand can navigate the turbulence with steadiness.
No matter what happens, the lesson is clear: Agility and foresight are the real superpowers in marketing. A thoughtful, proactive approach ensures your brand will thrive—on TikTok or beyond.
