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Preparing for the TikTok Ban: What Event Organizers and Marketers Need to Know

They’re Banning TikTok? What Does This Mean For My Account?

You have probably heard President Biden has signed a law that could ban TikTok within the year unless the company changes ownership. This is the latest of many congressional threats against the app in response to worries about data privacy and cyber security. TikTok is also one of the most popular social media platforms, with over 170 million users in the US. With all of this happening, what does this mean for your event and marketing plan?

This Is Not A Fast Process

The good news is that there will not be an immediate change in access. ByteDance, the company that currently owns TikTok, has 9-12 months to sell its stake to another company before the threat of being shut down becomes a reality, and that’s without considering the inevitable challenges to this ban. Your immediate marketing plans don’t need to change drastically to accommodate this law.

Diversify Your Platforms

Now is an excellent time to look at your social media accounts holistically and ensure they are diversified. You never want to rely on one platform for the majority of your audience. If you have your largest following on TikTok, start encouraging your followers to engage with your other platforms. Contesting is a great way to incentivize your audience to connect with you on multiple platforms.

Short-Form Content Is Still King

Even though TikTok may be under threat, short-form video is here to stay. Instagram and YouTube have embraced this format with their versions (Reels & Shorts, respectively). If you’re not already crossposting your video content on these platforms, now is the time to start.

Keep Up Your Email Lists

Finally, this is a stark reminder that access to your digital platforms is not guaranteed. Whether it’s a federal ban, your account gets hacked, or the company decides to shutter doors, the content and connections you’ve made there aren’t guaranteed to transfer. This is why having and maintaining your email list is so important. Your email list is one of the few audience data sources you own. Email marketing is still one of the most effective tools in your marketing arsenal.

It’s too soon to predict what will happen next for TikTok, but it’s never too soon to square up your marketing efforts. Grayscale Marketing develops and executes strategies that help events and brands sell tickets, boost profitability, and connect with their communities. Contact us for a free consultation on how we can help your event create incredible experiences.


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