Lessons from TikTok’s roller coaster weekend

This past weekend, 170 million Americans – and the world – experienced an unprecedented moment when TikTok went offline, only to resurface hours later due to the incoming president’s assurances that they would reverse the ban after the inauguration. 

For all of those watching and thinking it could never actually happen (myself included!), even if only for a day, the events surrounding TikTok have been nothing short of a rollercoaster ride, marked by the ban being signed into law by one president, Supreme Court rulings, 24-hour bans, and a reversal by an incoming new president. 

While TikTok’s future in the U.S. remains complex if not somewhat uncertain, the experience provides valuable lessons for marketers, particularly those in communications and creator marketing. Here are some key takeaways along with a few actionable tips for moving forward. 

1. Diversify your creator marketing strategy

Data from CreatorIQ reveals that 40% of brands build their influencer marketing strategies around creators from a single platform — and my guess is that many of those strategies are focused on working with TikTok creators. It’s pretty clear now that that is a risky proposition; the TikTok ban highlights the importance of meeting consumers across multiple channels and formats.

Actionable Tip: Relying heavily on one platform for your creator marketing program is a vulnerability. A well-balanced approach to creators that spans multiple channels is more sustainable and adaptable. Evaluate your current creator campaigns and identify opportunities to expand into other platforms. For example, if TikTok has been your primary focus for your brand, consider incorporating creators who specialise in creating Instagram Reels, YouTube Shorts or LinkedIn content into your strategy.

2. Strengthen all owned channels

In the early days of social media, one of the biggest concerns marketers had about investing heavily in social media marketing was the fact that social media platforms are essentially rented spaces. While it’s taken 15 years for that concern to be legitimised in a pretty real way, there are ways to mitigate the possibility of a platform going dark permanently removing access to the community you’ve created for your brand. The first is to ensure your entire social presence isn’t tied to just one platform. Rarely will your targeted audiences be active across just a single social network, so it’s important to be where they are and create a presence for your brand across all platforms that matter. The other is to prioritise other owned channels like email, apps, your website and other channels. 

Actionable Tip: A varied social presence and other owned channels provide a stable foundation for future marketing efforts, regardless of what happens with any one platform or channel. If the majority of your brand’s followers are on TikTok, encourage them to follow you on your other social or digital channels. Offer incentives like exclusive content, early access to products, or special promotions for newsletter subscribers.

3. Support your TikTok creators

TikTok is more than just a marketing channel—it’s a creative outlet and has evolved into a livelihood for thousands of creators. Imagine, with the flick of a switch, being told you no longer have access to the customer base you worked hard to create over the years. A disruprition that we saw in the US, even if temporary, had a significant emotional and financial impact for many. 

Actionable Tip: Building and maintaining strong relationships with creators is essential for long-term success in influencer marketing. So if you’ve worked with TikTok creators previously (regardless of their location), now is a good time to check in and show your support – even a simple message goes a long way to showing your partnership mattered and will foster goodwill for future projects. 

4. Reevaluate your broader social media strategy

The TikTok ban is a timely reminder to periodically assess and refine your overall approach to social media and creator marketing specifically. When you look at your brand’s social channels, how closely connected are the posts to your broader communications strategy and the stories that your brand is currently telling in other channels (media relations, advertising, etc.)? When is the last time you looked into whether your customers might be adopting newer, emerging platforms? 

Actionable Tip: Times of uncertainty offer an opportunity to reflect, innovate, and future-proof your marketing strategies. Conduct a social media audit to identify gaps and opportunities. Evaluate which platforms align best with your brand’s goals and where you can create deeper, more meaningful connections with your audience.

5. India: What happens when TikTok stays gone

India offers a really great case study for understanding the long-term impacts of a TikTok ban. When TikTok was permanently banned in India, the immediate aftermath saw a flurry of new platforms trying to fill the void. However, most TikTok creators and users ultimately migrated to more established platforms such as Instagram, YouTube, and even LinkedIn.

Actionable Tip: Marketers should analyze how creators and audiences adapt during such shifts. Emerging platforms may see temporary surges, but established channels often become the go-to alternatives for sustained engagement. If you’ve largely worked with TikTok and Instagram creators, now’s a great time to start testing and learning with YouTube, Pinterest, Snap or LinkedIn creators.

6. Stay nimble and adaptable

More of a lesson for all of us individually, but the TikTok drama that unfolded in the United States underscores the unpredictability of the world we live in today, more broadly. Staying on top of trends and changes and continually learning and growing in our roles – being adaptable – is key. 

Actionable Tip: Brands and marketers must remain agile, continuously updating their skills and strategies to navigate an ever-changing world. For example, if you’re a traditional B2B marketer who feels like TikTok is pretty unfamiliar terrain – take one of the free TikTok Academy courses offered by TikTok for agencies and marketers and go through the course during your lunch for a week. Or have a read through our creator marketing expert, Sophie’s, 2025 predictions for creator marketing. 

What’s Next?

The TikTok ban—though short-lived—serves as a wake-up call for marketers everywhere. It’s a vivid reminder of how quickly the digital landscape can shift and how critical it is to stay ahead of the curve. By diversifying platforms, investing in owned channels, and building stronger relationships with creators, marketers can navigate these challenges and emerge stronger.

If you’re ready to reassess your creator or social media strategy, we’d love to help. Send us a DM if you’d like to have a chat about how we can future-proof your marketing efforts in an unpredictable world.