{"id":7581,"date":"2024-05-14T18:56:05","date_gmt":"2024-05-14T18:56:05","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/how-would-a-tiktok-ban-impact-influencer-marketing\/"},"modified":"2024-05-14T18:56:05","modified_gmt":"2024-05-14T18:56:05","slug":"how-would-a-tiktok-ban-impact-influencer-marketing","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/how-would-a-tiktok-ban-impact-influencer-marketing\/","title":{"rendered":"How would a TikTok ban impact influencer marketing?"},"content":{"rendered":"


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The U.S. government is threatening to ban TikTok in the country if ByteDance, its China-based owner, refuses to sell. The loss of the hugely popular social media platform could mean big changes for brands\u2019 influencer marketing in the United States.\u00a0<\/p>\n

Status of the law. <\/strong>Last month President Biden signed a law requiring TikTok to be sold within nine months or be banned in the U.S. ByteDance has repeatedly said it will not sell, and the Chinese government said TikTok\u2019s key asset \u2014 the algorithm it runs on \u2014 cannot be moved outside China. Last week the company filed suit in federal court to block the ban. Given the resources of both sides, a court case would likely be a very long, drawn-out affair.\u00a0<\/p>\n

Dig deeper: 5 reasons why marketers should consider\u00a0TikTok<\/strong>\u00a0for B2B<\/a><\/strong><\/em><\/p>\n

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TikTok\u2019s reach in the U.S. <\/strong>In February of last year, TikTok said it had 150 million monthly active users in the U.S., up from 100 million reported in August 2020. An analysis by digital consultants Kepios suggests that TikTok has a 53.9% adult reach rate in the U.S. According to eMarketer, 45.3% of social media users in the U.S. use it at least once a month.<\/p>\n

This year TikTok will get 3.5% of all the money spent in the U.S. on digital advertising, according to Statista. Worldwide nearly 30,000 companies advertised over 35,000 brands on TikTok during 2023. Companies spent an average of $954 million per quarter and $318 million per month.<\/p>\n

What happens if it goes away<\/h2>\n

Influencers, especially those primarily on TikTok, would see the biggest disruption. They would lose access to the audience there which means they would also lose income. However, while TikTok is a very popular channel, especially with Gen Z, it is only one of several available to influencers. So a ban would force a strategic shift on influencers and likely slow their audience growth.<\/p>\n

Michael Jaconi, CEO and founder of Button, a mobile commerce optimization platform, said that the first impact would be a migration of users, influencers and ad spending to other existing platforms.<\/p>\n

\u201cThe influencers at the top of the market also have a large number of followers on Instagram, on YouTube, on other platforms,\u201d he told MarTech. \u201cAnd so the likely initial outcome here is that you\u2019ll see dispersion to these other platforms that they\u2019re using today.\u201d<\/p>\n

Benefits of a multi-channel strategy<\/h2>\n

The same is true for advertisers.<\/p>\n

\u201cThe brands are mature and know they can\u2019t just be on TikTok. They also have to be on Facebook, Instagram, X, all of the platforms,\u201d Susan Ganeshan, CMO of Emplifi, a customer engagement platform, told MarTech. \u201cThey\u2019re multichannel and very effectively follow the no-silver-bullet rule, and would experience a little disruption, but would move on to the other platforms they can work with.\u201d<\/p>\n

The fact is TikTok\u2019s users won\u2019t vanish if the app is banned, they\u2019ll just go somewhere else.<\/p>\n

\u201cWith the audience migration, you\u2019ll see a sort of leveling of the water level here, were the ban to take effect,\u201d said Jaconi. \u201cThe tools themselves in the format, there may be some adjustments. Is Reels exactly the same as a TikTok short-form video? Not right now. And so maybe there\u2019ll be some tweaks and changes to the creative formats themselves.\u201d<\/p>\n

Who may benefit from a ban<\/h2>\n

Jaconi believes a ban could be good news for other social media platforms that have had trouble gaining traction.\u00a0<\/p>\n

\u201cThe primary beneficiaries in the short term will be the platforms that are out there today,\u201d he said. \u201cI don\u2019t think it\u2019ll be a revival of platforms that aren\u2019t being used today currently, so I don\u2019t think this is the lifeboat for, like, MySpace. It will be interesting to keep an eye on some of the alternatives to TikTok that have been unable to do user acquisition and growth because of the presence of this very large and very well-designed app.\u201d\u00a0<\/p>\n

Brands would need to adjust their marketing strategies \u2014 especially if they\u2019re focused on Gen\u00a0Z \u2014 to account for what they lose without TikTok.<\/p>\n

\u201cFor the organizations that we have in our portfolio who are really active on TikTok there\u2019s roughly 10 influencers potentially doing posts on their behalf,\u201d said Ganeshan. \u201cSo they would lose those that magnification of the 10.\u201d<\/p>\n

The next big thing may get here faster<\/h2>\n

TikTok\u2019s disappearance could speed the emergence of social media\u2019s Next Big Thing.<\/p>\n

\u201cThere will be something that comes into the content platform space relatively soon, whether that\u2019s one year, whether it\u2019s an AI-based tool or a VR-based tool,\u201d said Jaconi. \u201cThis could make the opportunity to accelerate that or open the opportunity in the space for that to happen faster than it may have, without a ban.\u201d<\/p>\n

Currently, the biggest beneficiary of a ban may be TikTok itself, said Ganeshan.<\/p>\n\n\n

\u201cLook at engagement rates for our clients on TikTok and, despite the ban coming, engagement rates on those posts are actually ticking up,\u201d she said. \u201cBrands aren\u2019t walking away from it. They know they still have to be there, they are actually seeing some goodness in the engagement rates going up.\u201d<\/p>\n

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The U.S. government is threatening to ban TikTok in the country if ByteDance, its China-based owner, refuses to sell. The loss of the hugely popular social media platform could mean big changes for brands\u2019 influencer marketing in the United States.\u00a0 Status of the law. 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