The marketing community responds, as time is running out on TikTok (for now)
Popular online video platform TikTok became unavailable over the weekend as a law banning the app in the United States took effect.
The law, which was overwhelmingly approved by the US Congress last year, was upheld by the US Supreme Court on Friday, paving the way for TikTok to be taken offline.
It is no coincidence that the law took effect on the last day of the Biden administration. TikTok itself, in a message to users trying to access its website this weekend, offered hope that the new Trump administration, which takes control of the executive brand of the US government on Monday, would help the platform to make his return.
MarTech took the pulse of the community to see what marketers think of this unprecedented action. Many marketers who shared their opinions expected TikTok to return in some form under American ownership. But they also mentioned the profound impact the ban will have on influencer marketing and creators.
Michele Nieberding, director of product marketing for MetaRouter, said that social media platforms evolve and die, mentioning Vine and MySpace as social media platforms of the past.
I think it’s an opportunity not only to diversify, but to innovate. It’s not just about finding the next TikTok, it’s about imagining what could exist instead. Could we see the rise of AI-powered personal content channels? Decentralized creator cooperatives? Mixed reality social platforms?
Chris Brownlee, vice president of product at Yext, also explained how apps give way to new apps.
If TikTok disappears, Gen Z won’t stop looking: they’ll just look elsewhere. Apps like RedNote are reporting an increase in downloads, while many users are turning to Instagram Reels, YouTube Shorts, Reddit and review sites as alternative ways to find information. Not to mention the growing wave of AI-powered search, from Open AI’s SearchGPT to Google’s Gemini.
Mike Donoghue, CEO and co-founder of Alpha Group, was one of many marketers who said that even if TikTok came back, as many expect, it might not be the same.
Depending on which iteration of TikTok comes back (and it will come back), I think it will be difficult to replicate the virality slot of TikTok 1.0.
Normally I’d say TikTok’s loss is Meta’s gain, but the combination of scaled-back creator programs, ever-changing algorithms, and closed moderation features makes it increasingly unlikely that IG, FB, and WhatsApp will be a refuge for creators and their audiences.
Griffin Haddrill, co-founder of LV8, Mirage and VRTCLsaid TikTok’s community of creators and viewers is likely to expand across existing social platforms.
I believe that “viral” and social marketing will fragment into distinct niches on platforms like Instagram, X, YouTube and Snapchat. I think in the short term, trends will become more platform specific, either thriving or fading within their own ecosystems, with less crossover with others. Users on all platforms will essentially speak different languages – similar to the divide between Android and Apple users, or between PC and Mac.
Ryan Jones, marketing manager at SEOTesting, also expects TikTok to come back and creators to head to other platforms until that happens. As for marketers:
Marketers will fall into what they always do: testing. They will continue to test new and upcoming social media platforms, returning to “old favorites” and experimenting with what works on the latest platforms they are investing time in.
Claudia Ratterman, director 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 shift there. However, YouTube has a big opportunity to grow both YouTube Shorts and its core platform – especially for B2B advertisers, who value flexibility when it comes to shorter and longer form content. Brands shouldn’t put all their eggs in one basket with Instagram, it’s still important to diversify.
Stefan Lubinski, growth consultant, coach and produceralso sees a huge opportunity for Google’s YouTube and Meta’s Instagram properties.
This is essentially 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 (love of algorithms) and a bigger share of revenue (love money). What about 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, vice president of customer experience at Cortico-X, is one of the marketers to mention that everyone involved – brands, creators and agencies – are getting another lesson about relying too much on one platform.
If TikTok were to disappear this Sunday, it would reflect the risk of relying too much on a single platform – similar to what we saw with the rapid decline of Twitter. Creators, brands and consumers will adapt, but the immediate disruption will be significant. For creators, it’s not just about losing an audience, it’s about losing the discovery engine that TikTok uniquely provides. While platforms like Instagram Reels and YouTube Shorts will likely absorb some of the fallout, neither replicates TikTok’s combination of engagement and virality.
Anthony Poliseno, CMO of Magnolia, keeps an eye on 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 competitor like Red Note rather than a return of marketing spend to Facebook or X. For global consumer brands doing business in Asia, South America and Europe, TikTok will remain a main channel – and as we see today, this content will continue to make its way to platforms like Instagram and YouTube if it is viral or compelling enough.
Molly St. Louis, co-founder of Mosaic Group Media, said it will take time for TikTok creators to recoup their numbers and revenue on other platforms.
Influencers will find new platforms (and hopefully branch out), taking some time to regain their old engagement numbers. And we will resume our activities. Marketers (especially influencers) are nothing short of resilient and creative. We’ll find another window to go through when that door closes, and that could lead to some interesting innovations.
Jennie Smythe, Founder and CEO, Girlilla Marketingsaid 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 to not rely on any third-party platform for anything. They come, they go… sometimes very unfortunately. Make sure to always keep your digital valuables 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 were taking the possibility of a ban seriously as the date approached.
When we surveyed for our Macroeconomic Effects and Perceptions report in December 2024, 62% of advertisers surveyed thought it was at least somewhat likely that TikTok would be banned in the United States in 2025, including 23% who considered it very likely. Among those who said they purchased ads on TikTok in December, 41% said they were reducing their ads, while 21% were pausing their ad activity until they know more about the outcome of the ongoing litigation .
