Companies that are faced with the potential loss of a critical marketing tool run the risk of dealing with a crisis that could damage or destroy their businesses.
That’s the daunting prospect now confronting millions of companies across the country in the wake of the bipartisan passage Wednesday of legislation in the House of Representatives. The measure would ban the TikTok app in the U.S. unless it is sold by China’s ByteDance to an American company six months after the bill becomes law.
“The action came despite TikTok’s efforts to mobilize its 170 million U.S. users against the measure, and amid the Biden administration’s push to persuade lawmakers that Chinese ownership of the platform poses grave national security risks to the United States, including the ability to meddle in elections,” the New York Times reported.
There’s no guarantee that the bill will be passed in the Senate, or that ByteDance who agree to sell the app.
What could companies that rely on TikTok do now?
“The simple answer is to adapt,”Paige Borgman, head of digital strategy at Reputation Partners, a national strategic communication firm, said via email. “While a national ban on TikTok would surely be impactful for brands and businesses who are successfully leveraging the platform, it would ultimately be just another change in the always evolving digital landscape.”
‘Its Reach Would Be Impacted’
“A national ban also doesn’t mean the app would go away, though its reach would be impacted, it’ll likely still be something businesses can continue to leverage. That said, in times of uncertainty, the best thing to do is ensure your digital marketing strategy is built to be agile and your team remains flexible and committed to finding the next best solution for your business,” Borgman noted.
Don’t Rely On One Platform
“It is not wise for any business or brand to solely rely on a social media platform to attract or retain customers,” Michelby L. Whitehead, principal and CEO of Michelby & Co., said via email.
“Business owners should be proactive and funnel these followers into their email lists as soon as possible by creating and posting a piece of content that is a lead magnet. Running this lead magnet as an ad on TikTok would also be ideal,” she advised.
‘No One Should Be Surprised’
“No one should be surprised by the House passing a bill to effectively ban TikTok. It’s been discussed, debated and dissected since the Trump administration in 2020. Yet too many businesses weren’t proactive and are now eyeing potentially devastating losses to their brand awareness, audience reach and revenue…”, Cara R. Stewart founder and CEO of Altalunas International, observed via email.
“I’m telling business executives, boards of directors, and investors—especially those in startups and creator economy ventures—to consider this their urgent wake-up call. I’m also exhorting marketers to finally understand their power lies in creating and owning media domains,” she said.
Don’t Assume
Corporate executives should not assume that what’s assured today will be guaranteed in the future. That includes how they market their products, services, and expertise Otherwise, business leaders might be setting their companies up for a fall—and a crisis that could have been prevented.