We last talked about the TikTok ban on January 22nd, one day after Trump issued an executive order extending the potential ban of the platform. In that post, we covered user sentiment and potential options for brands. Since then, there have been significant developments in this story. Come along!

Social Platforms Preparing to Catch TikTok’s Market Share

TikTok remains an industry leader in social video, with companies spending $4.8 billion on the platform in 2024—a 27% increase over 2023. In reaction to the potential ban, many social networks are racing to capture the market share TikTok has built over the years.

Here are a few notable moves:

• LinkedIn: Fully embraced video by rolling out vertical video across the platform.
• Snapchat: Launched a comprehensive ad campaign featuring major influencers, urging users to “find their favorite on Snapchat.”
• Meta: Rumored to be developing a standalone app for Reels, signaling their intent to compete in the evolving social landscape.

What Should Brands Do Next?

For now, we recommend taking action to prepare for a quick pivot should the ban go into effect again. In some cases, this may mean revisiting and updating work done prior to the previous ban.

• Analyze Migration Trends: Use social listening tools to monitor conversations about platform migration and adapt to your community’s needs.
• Audit Your Competitors: Conduct a category analysis to understand where competitors invest their time and resources. Consider any moves or changes competitors made when the previous ban took place. 
• Monitor Audience Shifts: Track changes in where your audience is spending their time and adjust your content mix accordingly.
• Prepare to Pivot: Revisit plans to pivot your TikTok activity to a backup platform. Consider where potential influencers and creators have a following before committing to partnerships, have a plan for sharing organic content elsewhere, and be prepared to move paid media dollars to a different platform in the event the app becomes unavailable.

For more details on what’s next for brands, check out our previous TikTok ban blog here.

Looking Ahead

With TikTok scheduled to be banned in 17 days. we will be continuously monitoring user sentiment, digging into potential ownership groups, and staying ready to adapt and pivot to an evolving landscape.

That said, there’s a chance all of this could be moot if the deadline is extended or a deal is struck with a US buyer—so, buckle up and stay tuned.