'Sent Ripples Through the Marketing World': What Businesses Can Do Now to Prepare for a Possible TikTok Ban, According to a CEO

As a imaginable TikTok prohibition looms, businesses are scrambling to find ways to adapt.

Citing national information concerns, U.S. lawmakers passed authorities successful April 2024 that forces TikTok's Beijing-based genitor company, ByteDance, to waste TikTok by Jan. 19 aliases look a prohibition successful the U.S. ByteDance responded by saying it would rather unopen down the app than waste it.

Last month, TikTok asked the U.S. Supreme Court to region the Jan. 19 deadline. The Court said it would hear the lawsuit and scheduled oral arguments for Jan. 10.

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Creators and businesses are now adjusting to the anticipation of a TikTok ban. According to a Thursday study from the New York Times, marketers are shifting money from TikTok to Instagram while creators are urging their followers to link connected different platforms.

TikTok stated successful a court filing past period that if the prohibition moves forward, businesses and creators could suffer $1.3 cardinal successful net successful 1 month.

How Can Businesses Prepare for a Possible TikTok Ban?

Marketing master David Wachs, who is the laminitis and CEO of handwritten notes work Handwrytten, told Entrepreneur that brands should fortify the organization they person grown connected TikTok by hosting virtual events for illustration webinars, unrecorded Q&A sessions, and virtual merchandise launches that promote real-time interaction.

These events tin service arsenic impervious of a brand's customer base, he said.

Related: Meta Outage, Looming TikTok Ban Has Creators Questioning How Much of Their Businesses They Really Control

Wachs besides encourages businesses to participate successful forums and marque ambassador programs, and to get individual pinch customized matter messages and emails to customers.

"These platforms promote personification relationship and foster a consciousness of belonging among your audience," he stated.

Madison Luscombe, main trading serviceman of creator guidance patient the Creator Society, told the New York Times that she has been asking her clients to cod email addresses and telephone numbers from their TikTok followers truthful they tin enactment successful touch.

Another managing agency, Palette Media, has been uploading TikTok contented created by the company's 230-plus clients to different platforms for illustration Instagram Reels, YouTube, and Snapchat for the past 9 months, per The Times.

ByteDance estimates that 170 cardinal Americans usage TikTok.

"The imaginable prohibition of TikTok has sent ripples done the trading world, urging brands to rethink their strategies," Wachs said. "While it whitethorn look for illustration a setback, this displacement opens up a valuable opportunity for brands to heighten nonstop engagement pinch their audience."

Related: 'Warm Spot successful My Heart': TikTok's CEO Was Spotted astatine Mar-a-Lago With President-elect Donald Trump