TikTok remains silent on how creators should prepare for a possible ban, but talent agencies are putting their playbooks in place

THE potential TikTok ban could leave casual users frustrated as they look for ways to enjoy funny animal videos or explore the latest releases. book series. However, content creators and their agencies are functioning to expand their reach beyond the platform, investing in newsletters, podcasts and establishing their authority in their niche.

ADWEEK reached out to five talent agencies that work with TikTok creators. Many said their TikTok representatives have remained silent on what the ban means for creators, only offering existing public statements. Specifically, these agencies stated that they had questions about the TikTok Creator Program and brand partnerships that include TikTok videos.

Due to the radio silence, agencies said it was wise to start planning to move content and businesses elsewhere in case the platform ceased operations.

“There’s always the possibility that a platform will get banned, that it will disappear, that it will shut down, that you will lose your account,” said Kahlea Wade, CEO and founder of influencer agency Alora Society .

Move content elsewhere

Instagram and YouTube will likely be the biggest winners from a TikTok ban, said Christian Brown, chief marketing officer and co-founder of influencer marketing management platform Glewee.

“If something were to happen, make sure your link in your bio and all your links are the same,” Brown said.

YouTube, in particular, has options for both short-form and long-form content, allowing creators to experiment with different styles.

“I think no matter what, everyone is going to go to YouTube Shorts, because YouTube Shorts is a fantastic way to grow a YouTube channel,” Brown said.

Snapchat is another platform where creators enjoy growth and revenue opportunities. “A lot of people are using it and I didn’t realize how much money they were making from it,” she said.

Lylybell Zapata, director of creative operations and project management at Society18, said that once a creator reaches a certain number of followers, ads are placed in their Snap Stories, generating revenue from views. “And then you’ll get an ad, and they’ll get points from that ad. And then when they get points, they can redeem them for cash,” she said.

Additionally, posting to Instagram, Snapchat, and YouTube helps creators better understand their audience.

“If you’re going to spend your time somewhere else and you want to use another platform, double down on what’s already working for you on the other platforms,” said Alora’s Wade.

Building your own brand

A personal brand is essentially how a creator wants others to perceive them. For example, a designer who frequently posts videos on TikTok reviewing clothing can take steps to establish themselves as a leader in fashion trends. Establishing that reputation in a specific niche beyond TikTok is essential if the ban happens. This helps creators be seen as a thought leader and not just a TikToker, Wade said.

“I’m constantly delving into their minds [to] Focus on your personal brand, not just creating an online social media account,” Wade said. “How do you create a career out of your name, image and likeness that goes beyond a certain platform? »

Own your audience

Many people mistakenly believe that TikTok creators own their audience. This is not true. Platforms can disappear or be banned at any time. Creators need to find tools and strategies to own their audience, ensuring that no matter what happens to a social media platform, they still have a way to connect with their followers.

One way to do this: repurpose social content into a website or newsletter, said Pamela Zapata, founder and CEO of influencer management and marketing agency Society18.

“Having an email list on a newsletter is money because you own all of that — you own the eyeballs,” Zapata said. “If you can find a way to reuse your content on your website, I think that’s key.”