Over the last couple of years, TikTok has been taking the world by storm. It has quickly become one of the most popular apps worldwide. With over 1 billion users, TikTok allows users to create and share short videos of themselves, usually with music in the background. One of the reasons why TikTok is such a great marketing tool is its ability to connect businesses with their target audience.

With the app’s advanced algorithm, businesses can easily reach their desired audience based on demographics, interests, and behavior. Moreover, TikTok’s unique video format allows businesses to be creative in their marketing strategies and create engaging content that resonates with their target audience.

It is important to note that TikTok is still a relatively new platform, and businesses must understand how it works to make the most of it. This includes understanding the app’s challenges.

Dangers of TikTok

There have been debates about banning TikTok, the Chinese owned short-form video app, in the United States since 2020. Presidential administrations have expressed concerns that ByteDance, the parent company of TikTok, may be sending the Chinese government sensitive data about all of its users. In addition to the United States, Europe and Canada have also had similar concerns about TikTok and the data it saves, and have made efforts to restrict access. 

Bans in the U.S.

More than half of the states have enacted bans on having TikTok on state government issued devices including government agencies, employees, and contractors. At the moment these acts do not prevent civilians from using the video app on personal devices. Universities in more than 20 states have also taken the opportunity to ban students from using TikTok on campus WiFi networks (students can switch to cellular data to use the app).

The first statewide ban was enacted by Gov. Greg Gianfortet, prohibited operating the app inside the state of Montana when he signed a bill to ban TikTok in May.

Pivoting your Strategy

Businesses can still leverage TikTok to create a strong online presence and connect with their audience in a meaningful way. However, if bans on TikTok become more widespread in the U.S. individuals and business owners alike will have to find a way to pivot their content creation and digital marketing to different platforms.  

Tips to pivot your marketing strategy:

• Repurpose videos for Reels 
• Consider bringing content to YouTube Shorts
• Start converting TikTok followers into followers on Instagram, Facebook, YouTube

How to Protect Your Data

To avoid personal data leaks, make sure that you are not giving apps permission to access your contacts or location. If you are still interested in using TikTok, you can continue on the app as a guest to watch videos without opening an account.

For additional cybersecurity information you can contact Yelling Mule to learn more about our maintenance services.