For maybe the first time ever, a Supreme Court hearing might impact the day-to-day operations of social media marketers. 

On Friday, January 10, 2025, the Supreme Court heard arguments regarding the potential U.S. ban on TikTok and it looks more likely than ever that a ban may persist. Before panic sets in, it’s important to note that a full ban isn’t the only possible outcome, and even in the case of a ban, the app won’t disappear overnight. The proposed ban would not block current users from engaging with the app. Rather U.S.-based ISPs (internet services providers) would be restricted from hosting the app meaning new users would be unable to download the app in the US and updates such as algorithm changes, new features, and bug fixes would cease ultimately leading the app to degrade over time before it becomes obsolete. Additionally, TikTok wouldn’t be accessible through web browsers meaning users would need to access the platform through a VPN.

Of course, now is the time for brands to act.

The Four Things We’re Thinking About:

(Yes, we love a good alliteration)

1. Community

As we reflect on TikTok’s quick rise,  success has been fueled in large part by the platform’s unique ability to harness the creative energy of its social communities. From built-in editing tools to features like Duets and Stitches to encouraging format experimentation, TikTok makes creativity easy and accessible. Brands can expect social audiences to crave new ways to express themselves – this is the opportunity social behemoths Meta (Instagram Reels) and Google (YouTube Shorts) are aiming to capture.

As social marketers, it’s our responsibility to both empower and support these communities.

An equally important behavioral consideration is community engagement. We’re honestly surprised this isn’t getting talked about more. On TikTok, the comments are part of the content. From witty banter to the evolution of new language to collaborative dialogue, TikTok comments have taken on a life of their own and we see this particularly engrained in Gen Z social behaviors. Marketers can expect to see a migration of these behaviors onto new and existing platforms as well. Chat-based apps are particularly primed to capture this energy.

2. Content

3. Channels

Advertisers spent an estimated $10 billion in paid media spend (or about 12% of total paid social spend on TikTok in 2024). We’re already seeing platforms duke it out to capture potential revenue reallocation. Whether TikTok will uphold the makegoods advertisers are hoping for is to be seen as the ban deadline nears.

The channels best positioned to see an uptick are Instagram and YouTube, but don’t sleep on LinkedIn. In the last 12-18 months, LinkedIn has moved beyond just a networking platform and has become a destination for professionals seeking to humanize the workplace, share experiences, and socialize. As a result, LinkedIn is continuing to prioritize video-based content to create and sustain engagement on the platform, particularly with young audiences.  

And of course, we’ve got eyes on platforms on the periphery like Snapchat, Reddit, and Twitch that could make some big plays to reassert dominance.

4. Creators

While much of the focus has been on advertisers, there’s another party at play that will inevitably be affected by a ban: the creators of TikTok.

TikTok’s message to its creator community highlights the mounting angst of this community that not only drives so much of the platform’s activity but also relies on the platform to make a living.

If a ban is enacted, brands may very well find a community of creators looking for new revenue streams. Many of them are already actively working on migrating their fandoms to other platforms. These creators are adept at fast-turn content built for their audiences – and they know what performs. Think about creative ways to engage this community to fuel content for your brand.  

Of course, every brand is in a unique position with different audiences, needs, plans, and budgets. We are helping each of our partners think through what’s best for them both short and long-term and will continue to update as we have more information.

TL;DR

• It seems as if there’s probably going to be a ban, but maybe not, and even if there’s a ban it won’t be an immediate shutdown. 
• There are many things to consider when it comes to migrating your approach over to other platforms: the community you’re reaching, the type of content you’re creating, and the creators you’re partnering with among them. 
• Whether you’re migrating budgets to proven platforms or testing out new ones, this is a great opportunity to reach your audiences in different ways on different platforms. 
• Every brand should look at this differently and act accordingly.

Sources Considered:

• https://apnews.com/article/supreme-court-tiktok-china-speech-national-security-22d672d946b6b4065ae5fb7f3e0d8bed
• https://www.reuters.com/technology/meta-shares-hit-record-high-after-us-appeals-court-upholds-tiktok-ban-2024-12-06/
• https://www.forbes.com/sites/conormurray/2025/01/02/what-to-know-about-tiktok-alternative-lemon8-and-whether-it-could-be-banned-too/
• https://apnews.com/article/lemon8-tiktok-ban-alternative-creators-4d9328b4312681cc4f6dcb5d81a5e464