Seven essential practices for brands to survive the possible demise of TikTok
Uncertainty over TikTok's continued existence remains. This is much more than just the demise of a social network: it is the manifestation of a contest for technological leadership and the shaking of a fundamental foundation not just for entertainment, but for the economics of thousands of brands and businesses of all kinds.
Sectors such as fashion and beauty, which have made virality and content their best marketing strategy, would lose their main showcase. Or the music and entertainment industry, for example, would lose the capacity for organic viralisation of emerging artists. This is the analysis of Dr. Francisco Javier Zamora Saborit, director of the Máster Oficial en Marketing Digital y Analítico at the Universidad Internacional de Valencia - VIU, which belongs to Planeta Formación y Universidades.
‘In the world of gaming and technology, where TikTok has been key to engagement with young people, we would have to rethink the strategy from scratch,’ explains the expert. ‘In addition, educational creators who have turned the platform into a digital classroom would lose a channel with a massive reach. Without TikTok, these industries will have to move fast to avoid being left behind’.
Social media is not eternal and should not be the sole basis of a business. To mitigate the impact of a possible TikTok ban, Francisco Javier Zamora recommends:
- Diversify platforms: Do not depend on a single social network to avoid losing audience.
- Create your own digital ecosystem: Invest in email marketing, blogs and SEO to maintain the connection with the community.
- Adapt content to multiple platforms: Publish on YouTube, Instagram, LinkedIn and blogs to expand visibility.
- Generate evergreen content: Tutorials and how-to guides remain useful over time.
- Foster community outside of networks: Use newsletters, forums or private groups for a stable connection.
- Explore diverse formats: Long videos, podcasts and optimised articles reinforce the strategy.
- Use networks as channels, not as the basis of the business: Prioritise loyal audience on owned channels.
Alternatives to TikTok include Instagram Reels, YouTube Shorts and Snapchat Spotlight, each with different dynamics. Adapting to their algorithms and trends is key to staying relevant in the digital environment.
