online environment for all users and has limited the use of TikTok for government agencies and the military . The government of Kenya acknowledges that TikTok has substantial commercial benefits for its users in Kenya but is viewing it with a sharp lens to ensure all safety regulations and guidelines are adhered to . While the regulatory review process is ongoing , TikTok must demonstrate compliance with the country ' s prevailing laws , including age verification and content regulation .
Despite all the benefits of the app to its users in the United States and the economic contribution the app makes to the GDP , lawmakers in the US passed a bill on March 20 , 2024 , to have TikTok divest from its Chinese owner Bytedance or be removed from the app store . If the Bill passes in the Senate , the President may well sign it into law . The impact of the ban on small businesses is a worrying cry among entrepreneurs , brands , and creators . Still , proponents of the prohibition welcome the move , saying the app is a threat to national security as it is owned by a Chinese company . Universal Music Group pulled its artists from the app due to a lack of licenses , stating concerns about fair compensation for artists , the effects of AI , and online safety .
What would a TikTok ban mean for Marketing ?
The ban on the app would simply require flexibility among heavy users to begin to build their content on other similar platforms . Marketers should by now be able to envision a change in engagement and how younger consumers will engage with content . Instagram Reels , which offer similar features , would be the biggest beneficiary of this move , followed by Youtube Shorts . Creators should , however , post across platforms to avoid any data loss . Instagram users should also use Facebook reels to tap into the existing Facebook market and marketplace . An emergence of new online platforms where consumers feel safe and can be more ambiguous could also be in the offing .
Younger consumers prefer apps that accord them higher levels of discreetness in how they engage with content , as seen with Telegram and Discord .
Influencers and brand pages with thousands or millions of followers are the biggest losers . If all audiences are purged from the app , they will likely catch up with their favorite personalities on other platforms . Influencer partnerships would also suffer since every platform has its big names . For example , an influx of TikTok influencers into Meta pages could affect the following of existing influencers on Facebook and Instagram and even drive up unethical buying of followers or merging of accounts to increase revenue for content creators .
The app could go dark in the stroke of a wand , as in the case of India , but in most cases , blackout dates would be declared , and creators would be able to transfer their data . The best strategy is to invest in emerging platforms while increasing content on YouTube , Instagram , and Snapchat to mitigate the attrition of followers .
Is TikTok the example child ?
As the drumbeat on TikTok ’ s ban , divesture , and increased regulation ramp up across the globe , we must credit TikTok for the level of engagement it has been able to generate . Its style is difficult to replicate , and the algorithm seems just right . TikTok serves short-form video content that is hyper-localized , creating an endless timeline of curated productions with popular hits that keep users glued on the app for hours .
The ban on TikTok has been a topic of discussion for a while now , and it ' s clear that the most significant impact will be on the end users , particularly those who earn a livelihood from the app . However , there is a silver lining to this situation . The ban will serve as a lesson to other developers on improving ROI for advertising and use of content , implementing better content regulation tactics , and tightening controls . This will ultimately make the online space much safer for everyone .
Whether the ban is politically or securitydriven , we cannot turn a blind eye to the fact that all other social apps collect personal user data , the same as the type of data collected by TikTok . Meta , for example , will lock a user out of its messaging app and sometimes all of its apps until they supply a phone number , or an alternative email , or some form of ID for verification . LinkedIn will only verify your profile if you scan your passport as part of the process , so the risk of data breach is valid for all social media platforms .
Even if TikTok was banned in the US and any other country by law , it would fight to exhaust its legal options before bowing out . A sale would be the best option to increase the comfort of local government authorities and align itself to regulatory compliance . However , this would only solve the data security issues and allow US citizens to continue using the app . Regarding e-commerce and financial records of users and how this would expose them to analysis by Chinese authorities , the outcome would be anchored on fiduciary regulations of the US or prevailing nation . However , this information could already be readily accessible to China from the thousands of online shopping platforms developed , created , and managed using Chinese technology .
Critics have their say
Critics of the ban in the US also feel strongly that the intended ban on TikTok is a move to preserve the dominance of American tech giants - the more obvious ones being Meta and X . The US government has stated that China is using the app for surveillance opening up a new battle in the ring between Beijing and Washington . As the world stands on the sidelines for this showdown , America has been called to account for its tech policy that promotes the global expansion of the internet at all costs , which appeared to have not been considered in this case . TikTok has escalated to become the world ' s leading app , which could possibly challenge US tech dominance . A TikTok ban would essentially violate users ' freedom of speech .
We all know that China will not go down without a fight , and if the only option is to divest , we should expect some reaction . However , TikTok has swiftly taken the necessary steps for recourse whenever faced with similar challenges in the past .
What can we do ? Let ' s stand by ! Marketing will continue even after the TikTok ban !
Diana Obath is a seasoned Public Relations and Communications Specialist . You can commune with her on this or related issues via mail on : ObathD @ gmail . com .