This post was updated in January 2025 to provide you with the latest information.

After News of the US TikTok Ban, How Can You Shift Your Social Media Ad Strategies?

The latest U.S. TikTok ban updates include a tentative shutdown date set for January 19, users migrating to another Chinese social app called RedNote, and incoming President-elect Trump planning to attempt saving the app after his inauguration.

Despite the challenges posed by the upcoming TikTok ban, it seems that the concerns primarily stem from lawmakers, attributed to their limited understanding of the technology, rather than from the US audience, which has shown remarkable composure. While significant and deserving of attention, the situation about the US TikTok ban presents an opportunity for us to prepare you for the inevitable and forthcoming shift.

The Uncertain Future Post-TikTok Ban

It all started in 2020 when then-US President Donald Trump viewed TikTok as a national security threat and announced that the government was considering banning the app. Fast forward to March 13, 2024, when the Senate passed the bill approving the legislation that forces TikTok to sell ownership from a Chinese-owned company to a United States-owned one.

While the TikTok app may not be a wholly foreign-owned enterprise (WFOE), ByteDance has a diverse ownership structure: 60% by global investors, including those from the U.S., 20% by its Chinese co-founders, and 20% by its employees, which includes thousands in the U.S.

Despite ongoing discussions and legislative actions in the works for months, TikTok’s popularity remains strong. However, the threat of the U.S. TikTok ban is a real possibility. This raises important questions for advertisers about adapting and preparing for a future that might change TikTok’s operations drastically.

What Does the Bill to Ban TikTok Mean for Future Campaigns?

Should it retain its affiliation with ByteDance, its Chinese parent company, the potential ban of TikTok in the United States presents a complex scenario for advertisers utilizing the platform. Here, we examine what such a scenario could mean for brands and advertisers capitalizing on TikTok views and engagement:

Reach and Targeting Challenges

• With the TikTok app banned, a primary consequence would be the immediate loss of the US audience demographic. Advertisers who have been targeting American users might find themselves asking, “Why can’t I target USA on TikTok ads?”
• The answer lies in the unavailability of TikTok within the United States, compelling those who wish to reach American consumers to pivot towards TikTok local ads. 

How Can TikTok Advertisers Adapt to the Change?

The possibility of TikTok being banned in the U.S. is becoming increasingly likely. Even if a request for another 270-day extension is approved, delaying the ban until October, TikTok advertisers in the U.S. must take proactive steps to adjust their strategies.

Below are key approaches to consider in light of the uncertain future concerning TikTok getting banned in the U.S.:

Adjusting your Audience Targeting Strategy

If the United States is no longer available for targeting, you can adjust your location targeting settings within TikTok Ads Manager. This is particularly useful for international brands, ensuring that budgets are not wasted on an unavailable US audience.

Alternatively, you can identify countries with significant US/American tourist populations as alternative targets. This approach helps maintain engagement with American users indirectly, for example, through their top travel destinations. For instance, the top 5 American travel destinations in 2024 that can be targeted on TikTok are United Kingdom*, Canada, Japan, Indonesia, and Italy.

* Targeting the United Kingdom (GB) is only available for managed accounts in Australia (AU).

Safeguarding Digital Assets

In anticipation of TikTok assets potentially becoming inaccessible, consider migrating them to alternative platforms like Meta and YouTube. Expanding to these platforms secures your assets and opens up new avenues for short-form video advertising.

• Reels is dominating on Facebook and Instagram, with users spending approximately two-thirds of their time engaging with video content. Moreover, Instagram alone is projected to account for over 50% of U.S. ad spend in 2025.
• Advertisers transitioning to Shorts in 2025 should note that 43% of U.S. ad buyers are already active in this space. Optimizing YouTube ad costs is achievable with the support of the right AdTech agency. By leveraging the flexibility to optimize across Shorts, feed, and even CTV, you can achieve high performance at competitive costs.

Keep producing vertical, short-form content to align with your audience’s established viewing habits and preferences, ensuring a consistent user experience across platforms.

Budgetary Considerations and Planning

Anticipate potential changes by formulating a plan that includes TikTok but also consider a strategic reallocation of your budget towards alternative platforms.

For instance, in planning a Super Bowl 2025 campaign where TikTok is a primary channel, consider reducing its budget while increasing allocations for Meta and YouTube. Here’s an example:

This strategy involves adjusting the advertising budget, initially allocating 50% to TikTok in Q3 2024, then reducing it to 40% by Q4 2024. To address anticipated changes proactively, the plan includes further decreasing the TikTok budget to 25% by Q1 2025. The funds saved from this reduction will be shifted towards YouTube advertising, capitalizing on its Shorts feature, which closely mirrors the short-form video format popularized by TikTok.

By proactively adjusting audience targeting settings, migrating digital assets, and reevaluating budget allocations, you can stay ahead and maintain your brand’s advertising strategies with minimal disruption.

What Opportunities Lie Ahead for TikTok Advertisers?

With the US TikTok ban on the horizon, it’s evident that adaptability is key. The risk of TikTok becoming inaccessible overnight highlights the need for proactive planning and strategic foresight. Being caught off-guard by TikTok’s potential exit from the US market could significantly impact your advertising efforts. Still, with the right tools, you can turn these challenges into opportunities for growth and innovation.

Collaborating with an advertising partner capable of navigating these uncertainties is crucial. Our experienced team offers essential insights for expanding your advertising to other platforms, preparing you for any outcome of the U.S. TikTok ban. Arrange a consultation with us to explore how your advertising strategies can continue to thrive.