Many indicators level to the legislation banning TikTok in america going into impact in January 2025 as deliberate, however in the event you ask common customers about it and the way it’ll have an effect on them, the resounding response is “Huh?” That’s as a result of 51% of avid customers aren’t even conscious of the ban, in keeping with findings from a brand new examine Group RFZ carried out in September 2024 amongst American adults who use the platform at the very least 5 occasions per week.
Even amongst these conscious of the ban, there’s mass confusion about what it entails and will imply for his or her future use of the platform. Half of these surveyed described it incorrectly and 12% stated they’re not sure of the small print, whereas simply 38% recognized it accurately. Additional accentuating the confusion is that 42% stated they’ll carry on utilizing TikTok the identical quantity even whether it is banned.
The Ban Defined
President Joe Biden signed a invoice in April 2024 that may ban TikTok within the U.S. starting in January except its Chinese language dad or mum firm ByteDance sells the platform to a government-approved purchaser. The primary impetus for the ban is nationwide safety. Lawmakers fear ByteDance might leak U.S. consumer information to the Chinese language authorities if pressed to take action.
The ban would power app shops to take away TikTok within the U.S., stopping ByteDance from supporting the app and offering customers with app updates. The outlook is that TikTok will finally change into unstable, buggy and unusable with out continued assist.
Why the Mass Confusion?
How can so many every day customers be at the hours of darkness on the ban? It could possibly be as a consequence of an absence of reports shops reporting on the problem because the legislation was signed in April (The Verge is an effective place for all TikTok ban information, btw). Or probably that ByteDance/TikTok has been in efficient in downplaying the matter in public, making only a few statements about it exterior of courtroom.
It may be a case of consumer denial, with many customers believing it will be unfathomable for such a strong and ubiquitous app to be blocked nationwide. The examine revealed that 43% consider the ban is unlikely in comparison with solely 36% that thought it was doubtless. Those that comply with the information are considerably extra prone to assume the ban will take impact, and millennials usually tend to assume it’ll occur than Gen Z.
Nevertheless, simply because they steadily use TikTok doesn’t robotically imply individuals oppose the ban. Group RFZ discovered 48% strongly oppose it—primarily as a result of it impedes on freedom of speech and is a authorities overstep—however 21% are in assist of a ban if it’s not offered.
The Nice YouTube Migration
For these concerned in influencer advertising and marketing, the burning query is the place will 170 million U.S. TikTok customers go? In any case, TikTok has skyrocketed in reputation and shortly change into a favourite channel for manufacturers using influencer advertising and marketing. It’s an particularly essential channel to achieve Gen Z, who frequent TikTok for product suggestions, data and information. Its viral and addictive nature can be what makes it so interesting and “sticky” for entrepreneurs and different communicators.
In response to the examine, YouTube is the doubtless subsequent cease. Forty six p.c of these surveyed stated they’ll use YouTube extra, 39% stated Instagram, 38% stated YouTube Shorts, 30% stated Fb and 23% stated X (previously Twitter). YouTube is smart as a result of its algorithmic discovery is comparable, particularly in terms of studying and making content material suggestions.
The ban may probably considerably influence how a lot Individuals use social media total. The examine revealed that 37% of individuals would use social media much less if TikTok have been banned domestically, and that jumps to 42% amongst ladies and 46% amongst 18–24 12 months olds. Whether or not this nets out stays to be seen, however one-third of respondents did admit they use social media an excessive amount of.
Prepping to Get Forward of the Ban
Slightly than remaining in wait-and-see mode, there are some issues that PR groups can do to get forward of the ban. One is to check, and check some extra. It’s a superb time to begin diversifying and experimenting on different platforms to see what works and what doesn’t on your goal audiences. It’s particularly crucial to measure these assessments to know if the identical messaging and inventive will be exported over to different social apps or if changes must be made.
It is also a good suggestion to hunt out influencers who’re already experiencing success on a number of platforms or can simply transition to new platforms. Run some trial campaigns, and see how they fare.
The final rule of thumb is to by no means put all of your eggs into one basket. Perpetual experimentation must be an integral technique since you by no means know which platform could also be subsequent on the chopping block for no matter motive.
Jonathan Futa is co-founder at Group RFZ.
