The Supreme Court has ruled to uphold the TikTok ban, but the platform’s future is still uncertain. For many marketers, TikTok has become a central player in their social media strategies, generating viral content, changing the game for social commerce, and attracting over 170 million users in the United States alone.
TikTok’s current news cycle reminds marketers of an important truth: the digital landscape is always in flux. Platforms rise and fall, but the ability to adapt your strategy to your key consumer preferences is what separates the brands that thrive from the ones that fall behind.
After becoming a juggernaut of marketing and culture, TikTok’s name may eventually sink into marketing lore. Regardless of what’s next, marketers who have maintained a deep understanding of their audience and monitored emerging platform popularity will easily shift when their audience does, no matter where they choose to spend their time.
We’ll explore how to navigate the many potential futures of TikTok by focusing on the foundational elements that will help your brand stay relevant, nimble, and connected to your audience.
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Social media’s only constant is change
Many social media platforms that were once dominant are now relics of the past. MySpace used to be in everyone’s Top 8, until Facebook completely disrupted its dominance. Twitter, once a nest of culture and conversation, is rapidly being thrown over for BlueSky Social. Vine, an early stomping ground for short-form video content, captured the world’s attention, only to be shut down — leaving the door open for TikTok and others to fill the void. And now, with TikTok’s uncertain future rapidly running out the clock, users are flocking to RedNote.
As social platforms rise and fall, the brands that succeed during periods of digital evolution are the ones that are consistently monitoring and staying ahead of which channels and platforms are growing popular with their audiences. Active observation and social listening strategies allow savvy marketers to move with their customers.
“We’ve seen platform shifts before, and we’ll see them again. The key to success amid volatility is to stay vigilant and flexible. Continuously enriching your audience strategy with behavioral and performance data ensures your marketing stays focused on your customers, wherever they go.”
– Greg Harbinson, VP, Digital Strategy
Your audience matters more than any platform
The core of any successful marketing strategy is knowing your customers inside and out. Even with TikTok’s unknowns, marketers who are in tune with their customers’ behaviors, preferences, and needs, will always find a way to connect. These insights ensure that you stay relevant and continue delivering value, no matter where your audience is engaging.
Focus on what drives your audience
TikTok may have been a platform that allowed you to showcase your brand in creative ways, but your audience’s interests haven’t changed just because the platform may be on its way out. The key is to already have a sense of where your audience is going next. Maybe they’re spending more time on YouTube Shorts and Instagram Reels, unlike the thousands of #TikTokRefugees on RedNote.
Premier data and consumer intelligence shares your audiences’ signals and intent. Pay attention to what types of content they’re engaging with and which platforms they’re gravitating toward. This will help guide your marketing strategy as you incorporate new channels into your strategy.
“The TikTok ban is a rallying cry for marketers to get creative. Listen to your audience and identify the platforms that they’re moving to. It’s not about focusing in on any one platform—it’s about adapting and meeting people where they are, whether that’s Instagram, YouTube, or somewhere new.”
– Chalice Jones, Director, Social + Influencer
Lean on social listening to learn ‘why’
When platforms fall out of favor, the importance of context is kicked up a notch. Just as a consumer’s interest hasn’t disappeared with TikTok, neither has their intent. Consider why they were on TikTok in the first place.
With TikTok out of the picture, lean on your social listening to identify where you can meet your customers as they shift. Dig into your data to understand where they engage with their favorite brands, what content resonates with them, and what pushes them further down the marketing funnel.
Armed with your consumers’ social media intelligence, you can adjust your strategy to their new preferred platforms. Maintaining consumer trust through transparent data practices isn’t just a legal obligation—it’s a key factor in fostering long-term relationships with audiences that have been burned before.
Trust is your most valuable asset
With a concern for sensitive user information listed as one of the primary reasons for TikTok’s potential ban, marketers need to continually place emphasis on safely and responsibly handling consumer data. People are increasingly aware of how their data is being used and seeking out brands that prioritize their privacy. It’s important to collect and use marketing in a privacy-first way, using CDPs to reach individuals effectively without exposing or directly managing individuals’ data.
Showcasing clear privacy policies, getting consent for data collection, and being transparent with how you use consumer data will build a stronger connection with your audience.
“The TikTok ban shines a spotlight on the growing importance of data privacy. As marketers, we need to be transparent with our audiences and earn their trust. That’s what will keep them engaged with your brand, no matter what platform they’re on.”
– Sarah Gray, SVP, Marketing Agency Operations
Adaptability is your competitive edge
When marketers actively have their ear to the ground and keep a close watch on consumer preferences, intent, and needs, major platform changes do little to rock the boat. Effective marketing strategies hinge on consumer behaviors, not any one platform, to thrive.
TikTok’s uncertain future will unsettle the landscape, but it’s also an opportunity to further diversify your marketing strategies. By staying nimble, understanding your audience, and earning their trust, marketers can effectively navigate change.
Looking to maximize the impact of your social commerce? Watch our recent LinkedIn Live to cultivate authentic, data-driven partnerships, or let’s talk about how to achieve more for your marketing—and your business.
