
The U.S. government has ordered TikTok’s parent company, ByteDance, to divest or sell TikTok by January 19, 2025, or face a nationwide ban. While we await their final decision, the Supreme Court appears poised to uphold the law, following final arguments from TikTok.
If the app is banned or severely restricted, communicators need an action plan to maintain their social and creator efforts. Without TikTok, most brands will experience a significant decrease in performance across key KPIs. Brands, organizations and public figures should take steps now to ensure they’re ready for the possibility of a TikTok ban to protect their creator relationships and brand visibility.
1. Download Your TikTok Data—Immediately
The first and most immediate step brands should take is to download and secure all historical TikTok data. Having this data will ensure accurate reporting on 2024 performance. It will also serve as a benchmark for the future to adapt influencer strategies to a post-TikTok world.
2. Conduct a TikTok Performance Analysis
Evaluate how much of the brand’s performance relies on TikTok by looking at all saved top-line data points including reach, number of posts, engagement rate, VIT and more. PR pros will need to evaluate how much success can be attributed to TikTok, which will help to set future performance expectations for any creator program.
For example, suppose TikTok accounts for a large portion of reach but a small portion of conversions or sales. In that case, expect a potential dip in reach metrics as focus shifts to elevating brand awareness on other platforms.
3. Talk to Your Creator Community
Creators have proven to be highly influential when it comes to platform usage. Traackr’s 2025 US IMPACT Report found that 61% of consumers are likely to try a new social platform if an influencer they know and trust posts there. Open an honest dialogue with trusted TikTok creator partners as soon as possible to understand how they are planning for a TikTok ban, and discuss how to continue to work with them on other platforms. If your creator partners earn strong engagement on other platforms like Instagram, YouTube or Snapchat, this may ease the transition, and their audience may follow them wherever they go next.
For future or existing creator partnerships, consider adjusting contracts to include clauses that account for a TikTok ban (especially if an extension is granted until April 2025). These clauses could outline how a partnership will proceed if the platform is restricted. For example, consider trialing content with them on other platforms for a discounted fee.
4. Diversify Your Platform Mix
Even without the threat of a ban, relying too heavily on one platform leaves a brand vulnerable to unforeseen disruptions or rapidly changing consumer preferences. The savviest communicators have a robust, diversified social media strategy across platforms.
If you’ve assessed historical performance already, it should be pretty clear which platforms make the most sense to invest in further. However, it’s also important to identify where a target audience hangs out.
The IMPACT Report also found that YouTube is the number one choice for both millennials and Gen Z to consume creator content and for product reviews and information. However, millennials are more likely to use Facebook, while Gen Z is more likely to use Instagram as their second choice. So assess past performance and consider the audience you’re trying to reach and where to find them.
Preparing for the Future
While a TikTok ban would undeniably disrupt many comms strategies, it also presents an opportunity to reassess the approach and diversify social media efforts for future legislation. The TikTok ban is one example of how government regulations globally have continued to expand for social media platforms. Even if the TikTok ban is not upheld, brands need to be prepared for more regulations and consumer behavior shifts. Future-proofing an influencer strategy will give you the flexibility and confidence to navigate whatever lies ahead.
Holly Jackson is VP of Influencer Marketing, Innovation and Insights at Traackr.