Is the clock ticking on TikTok’s reign? What does it mean for brands?

17th March 2023

You may well have seen, TikTok has been making headlines for all the wrong reasons lately. The social media giant has now been banned on all government officials’ mobile devices, and there are even whispers of a complete TikTok ban in the UK. 

TikTok has proved to be a really powerful part of some of our campaigns with more and more clients trying it out and seeing its marketing benefits. It’s obviously something we want to keep a close eye on. 

In this blog post, we’ll take a closer look at the situation, explore some potential alternatives and give our thoughts on the changing landscape.

TikTok’s impact on Content Marketing

Since its launch, TikTok has completely changed the content marketing game. The platform’s popularity among younger generations has forced other platforms, such as Instagram and YouTube, to create their own short-form, vertical video offerings. Just look at Reels and Shorts, respectively. 

TikTok’s unique algorithm showcases content to users based on their viewing history. This has made it easier for brands to reach their target audience and as Facebook inevitably started to lose its popularity, it’s easy to see why a hyper-engaging platform like TikTok is now ranked higher than its competitors

TikTok’s Potential Demise

Despite its popularity, TikTok’s future is uncertain. TikTok is owned by the company ByteDance – a tech company that has links to the Chinese government. There are growing concerns that data could be misused.

According to eMarketer, TikTok could reach 834.3 million monthly global users in 2023, so the platform is still growing. With the UK considering a ban, the platform’s user base would start to decrease. The US has also been considering what to do. We would hazard a bet that if one jumps, the other would follow. 

An Opportunity for Brands 

When it comes to short form video, TikTok’s turbulence doesn’t really matter. TikTok may end up being short lived, but what it’s brought to the table isn’t going anywhere. YouTube Shorts have seen the same explosive growth with an estimated 50 billion daily views!

Instagram’s introduction of Reels back in August 2020 was directly created to compete against TikTok and is doing so with great success. Social Insider shared some fascinating statics on how Instagram Reels content has the biggest average reach of any content on the platform (at 20.59%) and how compared to all its other types of content (video, carousel, images), Reels have the most engagement levels. 

Our recommendation would be to continue leveraging your short-form video content on these channels and make video content that can work across TikTok, Reels and Shorts to maximise the potential reach and engagement.

Then, if TikTok does end up leaving the room, who cares? All that video content is doing its job nicely, and all those TikTok views will just be condensed into other platforms.

Final Thoughts

So don’t panic. The potential TikTok ban is not the end of short-form vertical video content. Alternative platforms exist and are still driving those marketing opportunities that brands are taking advantage of.

If your brand is looking to create more video content or you’re interested in hearing how video content can lead to growth in 2023, contact us. We would love to help your business!