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The marketing community reacts, as the clock runs out on TikTok (for now) - adtechsolutions

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The marketing community reacts, as the clock runs out on TikTok (for now)


The popular online video platform TikTok went dark over the weekend, as a law banning the app in the US went into effect.

The law, which was overwhelmingly approved by the US Congress last year, was upheld by the US Supreme Court on Friday, setting the stage for TikTok’s shutdown.

It is no coincidence that the law took effect on the last day of the Biden administration. TikTok itself, in a message that appeared for users trying to access its website over the weekend, expressed hope that the new Trump administration, which takes control of the US government’s Executive Order on Monday, will help the platform make a comeback.

TikTok gets banned in the US.TikTok gets banned in the US.

MarTech took the pulse of the community to see what marketers thought about this unprecedented action. Many traders who shared their views expected TikTok to return to US ownership in some form. But they also mentioned the profound impact the ban will have on influencer marketing and creators.

Michele Nieberding, director of product marketing for MetaRouter, he said that social media platforms evolve and die, citing Vine and MySpace as social media platforms of the past.

I think this is an opportunity, not only for diversification, but also for innovation. This isn’t just about finding the next TikTok, it’s about imagining what could exist in its place. Could we see the rise of AI-powered personal content channels? Decentralized creative cooperatives? Mixed reality social platforms?

Chris Brownlee, VP of Product at Yext, also discussed how apps give way to new apps.

If TikTok goes away, Gen Z won’t stop looking — they’ll just look elsewhere. Apps like RedNote are seeing a surge in downloads, while many users are turning to Instagram Reels, YouTube Shorts, Reddit and review sites as alternative ways to find information. Not forgetting the growing wave of AI-powered search, from Open AI SearchGPT to Google’s Gemini.

Mike Donoghue, CEO and co-founder of Alpha Group, he was one of the many merchants who said that even if TikTok returns, as many expect it will, it may not be the same.

Depending on the iteration of TikTok that comes back (and it will), I think it will be hard to replicate the virality of TikTok 1.0 slot machines.

Normally, I’d suggest that TikTok’s loss is Meta’s gain, but the combination of reduced creator programs, constant algorithm changes, and closed moderation functions makes it increasingly unlikely that IG, FB, and WhatsApp will be a safe haven for creators and their audiences.

Griffin Haddrill, co-founder of LV8, Mirage and VRTCLsaid that TikTok’s community of creators and viewers will likely expand to existing social platforms.

I believe that ‘viral’ and social marketing will fragment into different niches on platforms such as Instagram, X, YouTube and Snapchat. I think in the short term trends will become more platform specific, either thriving or disappearing within their own ecosystems, with less crossover to others. Users on different platforms will essentially speak different languages ​​– similar to the divide between Android and Apple users, or PC and Mac users.

Ryan Jones, Marketing Manager at SEOTesting, he also expects TikTok to make a comeback and for creators to move on to other platforms until that happens. Regarding merchants:

Marketers will fall into what they always do: testing. They will continue to test new and upcoming social media platforms, returning to ‘old favourites’ and experimenting with what works on the latest platforms they are investing time into.

Claudia Ratterman, Principal Analyst in Gartner’s Marketing Practice, expects Meta to be the winner in terms of ad spend, at least in the short term.

Instagram has higher engagement than Facebook, so most ad spend will likely move there. However, YouTube has a big opportunity to grow both YouTube Shorts and its main platform – especially for B2B advertisers, who prefer flexibility when it comes to short and long-form content. Brands shouldn’t put all their eggs in one basket with Instagram, it’s just as important to diversify.

Stefan Lubinski, growth consultant, trainer and producerhe also sees a big opportunity for Google’s YouTube and Meta’s Instagram.

This is actually a golden ticket for YouTube and Instagram to step up their game. They need to roll out the red carpet for creators with better exposure (algorithm love) and higher revenue shares (money love). And for all those brands throwing money at TikTok influencers? They will have to work hard to rebuild their networks of influence on these other platforms. It’s like musical chairs marketing, but with billions of dollars at stake.

Len Devanna, VP of Customer Experience at Cortico-X, is one of the marketers who mentions that everyone involved – brands, creators and agencies – is learning another lesson about over-reliance on a single platform.

If TikTok were to shut down this Sunday, it would reflect the risk of over-reliance on any single platform — similar to what we saw with Twitter’s rapid decline. Creators, brands and consumers will adapt, but the immediate disruption will be significant. For creators, it’s not just a loss of audience — it’s a loss of the discovery mechanism that TikTok uniquely provides. While platforms like Instagram Reels and YouTube Shorts will likely absorb some of the spillover, neither replicate TikTok’s combination of engagement and virality.

Anthony Poliseno, The CMO of Magnolia is on the lookout for new platforms that could replace TikTok.

The void will be filled, and I tend to think it will be in the form of a new contender like Red Note, rather than a return of marketing spend to Facebook or X. For global consumer brands operating in Asia, South America and Europe, TikTok will continue to be the primary channel — and as we see today, that content will continue to make its way to platforms like Instagram and YouTube if it’s viral or persuasive enough.

Molly St. Louis, co-founder of Mosaic Group Media, said that it will take time for TikTok creators to rebuild their numbers and revenue on other platforms.

Influencers will find new platforms (and hopefully diversify), it will take some time for them to get back to their previous engagement numbers. And we’ll get back to work. Marketers (especially influencers) are nothing if not resilient and creative. We’ll find another window to go through when this door closes, and that could lead to some interesting innovations.

Jennie Smythe, Founder and CEO, Girlilla Marketinghe said too many brands and creators rely on platforms they don’t control.

Like any other part of your digital footprint, today’s news is just a reminder of how important it is not to rely on any third-party platform for anything. They come, they go… sometimes very unhappily. Be sure to always keep your digital assets backed up and as always, your properties (website, email, text list) in order.

Nicole Perrin, executive vice president of business intelligence at Advertiser Perceptions, said many advertisers are taking the possibility of a ban seriously as the date approaches.

When we polled for our December 2024 Macroeconomic Impacts and Perceptions report, 62% of advertiser respondents believed it was at least somewhat likely that TikTok would be banned in the US in 2025, including 23% who thought it was very likely. Among those who reported buying ads on TikTok since December, 41% said they had reduced ads, while 21% had paused ad activity until they learned more about the outcome of the ongoing litigation.



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