TikTok’s Quick Ban Saga: Key Takeaways for Brands and Marketers
By Kenneth Craig & Emily Fang
The future of TikTok in the U.S. is still up in the air. Yet, the platform’s impact on the social media landscape is both ongoing and undeniable. USA TODAY National Trending Reporter, Greta Cross, recently reported how Trump’s executive order on the TikTok ban falls into a “gray area.” In light of this, this week, Ramdam, the AI-driven platform that delivers high-performing creator ads, hosted a webinar, TikTok’s Quick Ban Saga: Insights, Opportunities, and the Future of Social Media Ads, which gathered industry leaders to discuss the implications of the proposed ban, TikTok’s role in shaping the creator economy, and how brands can future-proof their marketing strategies.
A Real Threat or Just Noise?
While the possibility of a U.S. ban has stirred concerns across the industry, the panelists of creators, marketers, analysts and tech players in the space—including Archit Anand (Founder & CEO, Fuelgrowth), Xavier de Baillenx (CEO, Ramdam), Evan Weber (Growth Marketing Expert, Experience Advertising), and influencer NeatMcKinley—shared a largely optimistic outlook.
The webinar discussion highlighted that although the possibility of a TikTok ban has become more realistic, a complete shutdown is not anticipated and many are hoping for the best, which is exciting. With over 180 million users in the U.S., TikTok is a crucial part of the social media and creator economy, making a full ban unlikely. However, the ongoing uncertainty has prompted a more strategic dialogue about diversifying brands and creators.
TikTok’s Dominance
TikTok has significantly changed the advertising and eCommerce landscape. Here are some key numbers:
- Average Daily Usage: Users spend an average of 95 minutes per day on TikTok.
- User Demographics: 53% of the U.S. population uses TikTok, with major advertisers such as Coca-Cola, Target, and Walmart actively utilizing the platform.
- Diverse User Base: 45% of TikTok users are aged 35 and older, challenging the misconception that TikTok is solely for younger audiences.
According to the webinar, the TikTok algorithm is far better in terms of amplification and engagement. In fact, it is enabling unknown creators to go viral and build audiences overnight.
As Xavier put it, “The algorithm is key. TikTok has changed everything for creators and advertisers.”
The content-first, algorithm-driven approach has forced other platforms like Meta and Instagram to adapt, leading to significant changes in their own content strategies.
The Rise of Content-First Advertising
A key theme from the discussion was the shift toward content-first advertising, where success is driven by authenticity, creativity, and quantity. Traditional ad formats are becoming less effective, and brands must approach advertising as they would organic content.
NeatMcKinley emphasized this shift, stating, “You can’t look or sound like an ad. The creativity that makes content resonate is the same creativity needed for advertising.”
This approach is apparent in TikTok’s evolving advertising model, where:
- Ads blend seamlessly with organic content.
- Brands leverage micro-moments that can be amplified into global trends.
- Testing multiple ad variations is essential, as success can be unpredictable.
The Growth of TikTok Shop and Live Shopping
Another major trend discussed was the rise of TikTok Shop and live shopping, which presents a big opportunity for brands:
- Live shopping is already a major trend in Asia, and while still growing in the U.S. and gaining traction.
- Live streaming commerce empowers brands to engage directly with consumers, encouraging both conversions and deeper customer relationships.
- Diversification is key: Creators need to expand beyond TikTok to platforms like Instagram and YouTube Shorts to ensure their revenue streams continue to thrive.
NeatMcKinley highlighted the risks of over-reliance on TikTok, sharing that if the ban had gone through, he could have lost a third of his income from brand partnerships and the Creator Fund.
Looking Ahead
Overall, TikTok has greatly changed how brands and creators engage with audiences. Even as regulatory scrutiny continues, its influence is spreading, with a “uniformization of video consumption” across platforms.
For brands, the key takeaways are:
- Embrace a content-first strategy: Authentic, engaging content will outperform traditional ads.
- Diversify across platforms: Be sure to not rely solely on TikTok—leverage Instagram, YouTube, and LinkedIn.
- Experiment with live shopping: The growing success of TikTok Shop and real-time commerce presents untapped opportunities.
- Adapt to evolving algorithms: As platforms adjust to TikTok’s success, advertisers must stay agile and continue to explore how to best leverage algorithms.
As one webinar panelist predicted: “Freedom of speech will reign supreme.” While TikTok’s future is still uncertain, its impact on social media and advertising is and will be long-lasting, and we're keen to watch how it all unfolds.
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