TikTok's short-form video content captivated millions worldwide in 2017, propelling the app to prominence. Its addictive nature, varied spectrum of authentic producers, and new features have catapulted it to the top of social media, particularly among the younger demographic. While TikTok may be a very popular social media platform, there will still be ways to reach former TikTok users via other social platforms. As many already know, TikTok is being banned in the US due to concerns that the Chinese government may obtain sensitive user data via the short-form video app. While the law has been passed, it has yet to be enforced as TikTok is currently in the process of suing the government, citing that the law is unconstitutional. A TikTok ban could result in new social media winners down the road. If TikTok goes, where would consumers spend their time?

Where Would They Go?‍

With a possible TikTok ban across America, social media users will immediately hunt for a new successor, but nothing so far has been able to replicate the viral video site.

If the platform is restricted, the time spent may shift to other kinds of digital media, such as connected TV (CTV), Over-The-Top (OTT), Instagram Reels, and YouTube Shorts, among other digital media platforms.

Where would Consumers spend their time if TikTok left the US? 

Exploring TikTok Alternatives

‍Google/YouTube

According to eMarketer, the group is more likely to use YouTube. According to our May 2024 projection, 71.2% of US Gen Zers use TikTok. 73.3% of US YouTube users watch Shorts, the platform's TikTok-like product. Marketers looking to reach Generation Z should establish a presence on YouTube organically or through creative partnerships and publish short- and long-form content.

Facebook/Instagram - Meta

If TikTok were banned, Instagram could also experience a massive rise. According to an MGH study published in March 2024, 58% of US TikTok users would move to Instagram Reels, similar to TikTok with their vertical video layout, which is designed to boost engagement and promote products/services.

CTV/OTT/Streaming Services

According to eMarketers’ projection, 36.6% of US internet users use TikTok, whereas 76.2% watch CTV. US subscription OTT viewers already spend an average of 2 hours and 37 minutes daily on the platforms. Most of the younger generation are more inclined to use streaming services. While TikTok audiences are anticipated to relocate to other vertical video platforms, some may shift to longer-form content, such as CTV, where marketers may reach them. 

With popular streaming services like Netflix, Hulu, Spotify, and Paramount+, advertisers can deliver ads to these audiences and collect data on their behavior. This data can help advertisers create more targeted and personalized ad campaigns. CTV and OTT platforms offer various audience targeting options, including demographics, geographic area, genre, and content curation. Some streaming services, such as Netflix, use real-time data analytics, creative advertising, and the latest technology in their marketing approach.

That said, this also presents a significant potential for US Internet companies, including startups, to fill the hole TikTok could leave. Marketers must anticipate and plan for changes in the way younger and older viewers interact with information. The TikTok ban could impact digital consumption habits, forcing a shift to alternate platforms where these groups are likely to go.

How The Moran Group Can Help You

For the past 40 years, we at The Moran Group have been instrumental in driving success for clients across diverse industries through innovative strategies and personalized solutions. Our agency has forged long-term strategic partnerships with clients, collaborating closely to understand their unique challenges, goals, and target audiences. Our track record of accomplishments has gained us industry recognition and accolades, solidifying our reputation as a reliable partner. Here's an overview of some of the services we provide:

‍Advertising on Social Media:

We are experts at creating focused and captivating advertising campaigns on platforms like Facebook, Instagram, Google, and LinkedIn, among others. Our initiatives utilize user behavior and demographic data to increase reach and engagement. We provide thorough analytics to track campaign effectiveness and make necessary strategy adjustments for the best outcomes.

Marketing with Search Engines (SEM):

Our agency specializes in effective pay-per-click (PPC) campaigns on search engines like Google, Bing, and others. To ensure that ads reach the appropriate audiences and bring high-quality traffic to your website, we conduct in-depth keyword research and ongoing campaign tweaking and monitoring to raise conversion and click-through rates (CTR).

Email Marketing:

Our company develops compelling and personalized email campaigns to nurture leads and retain customers. We use automation and segmentation to deliver the right message to the right audience at the right time. We use continuous performance analysis and A/B testing to optimize email marketing for higher open and conversion rates.

Advanced Targeting:

Our advanced data analysis and audience segmentation strategies enable us to precisely target the ideal demographic for your advertising. Our team builds highly targeted audience profiles using first-party, third-party, and contextual data to ensure the most relevant users see your ads.

Dynamic Ad Creatives:

We create dynamic ad creatives that can be customized in real time based on user behavior, preferences, and context. Our agency uses dynamic creative optimization (DCO) technology to deliver personalized ads that resonate with individual users, ultimately increasing engagement and conversions.

Cross-Device Targeting:

We implement cross-device targeting strategies to reach users across multiple devices and platforms, including desktops, smartphones, tablets, connected TVs, etc. Our agency ensures consistent messaging and seamless user experiences across all devices, maximizing the effectiveness of your campaigns.

Performance Optimization:

We continuously monitor campaign performance indicators such as impressions, clicks, conversions, and return on ad spend (ROAS). Our team utilizes machine learning algorithms and predictive analytics to identify trends, optimize bidding methods, and allocate budget effectively for maximum results.

Transparency and Reporting:

We offer transparent reporting and analytics, providing you with complete visibility into campaign performance and ad expenditure. Our agency delivers thorough insights and actionable advice to assist you in adjusting your targeting, creative messaging, and overall campaign strategy for continual improvement.

The Moran Group offers a comprehensive suite of services tailored to each client's unique needs, driving measurable results and delivering exceptional ROI across all digital marketing platforms. Continuously demonstrating our value and impact, we share the identities of countless brands, fostering brand recognition, trust, and loyalty among target audiences and clients. We consistently produce high-quality leads using a combination of traditional and digital marketing channels, resulting in increased conversions and revenue. While TikTok may be leaving the United States, our commitment to our clients remains unwavering.

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Citations

1. Cammack, M. (2024, March 14). (SURVEY) Insights on Potential TikTok Ban in U.S. | MGH Blog. Www.mghus.com. https://www.mghus.com/blog/survey-insights-on-a-potential-tiktok-ban-in-the-us
2. DeBois, P. (2024, March 15). The Impact of a TikTok Ban: What Marketers Need to Know. CMSWire.com. https://www.cmswire.com/digital-marketing/what-a-tiktok-ban-means-for-marketers/
3. Lebow, S. (2024, May 23). 5 key stats showing how to reach different kinds of TikTok users after TikTok. EMARKETER. https://www.emarketer.com/content/5-stats-reach-different-kinds-tiktok-users-after?utm_source=Newsletter&utm_medium=Email&utm_campaign=edaily+5.24.2024&utm_id=edaily+5.24.2024&utm_content=edaily+5.24.2024
4. Perrus, S. (2024, April 25). What Does the TikTok Ban Mean for Advertising? Resources.disqo.com. https://resources.disqo.com/what-does-the-tiktok-ban-mean-for-advertising

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