What’s the Backup Plan if TikTok Gets Banned?

If TikTok gets the axe in the U.S., it’s going to leave a massive gap in the social media landscape. Are you already thinking about where those marketing dollars will go? Will other platforms step up, or is this going to create a vacuum no one can really fill?

Curious to hear how you’re preparing—or if you’re just waiting to see how it all shakes out.

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We’re just migrating 2025 spend equally among remaining platforms and will revisit in FY26. Not that big of a deal, the vacuum will fill over time but we will continue on a year-by-year basis.

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That sounds practical. No big winner from your TikTok spend, everyone else gets a fair piece

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TikTok isn’t the main source of my company’s revenue or traffic, so they aren’t sweating, though they’re busy reassigning everyone to other appropriate social teams (I run their Instagram so I’ve received a small influx of new subordinates). In general, we Americans already have Reels and Shorts, so Tokers will just pivot there since they’re both established platforms with established users

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Good to know. I haven’t spent much time on Shorts but what I see on Reels is just a bunch of repurposed TikToks

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DO we really think that it is going to get banned? I just feel like there is going to be some last minute plan that will save the app, but that could just be wishful thinking. I have heard people saying they are on Chinas version of Tik Tok but I have no interest in that.

Are you psychic? You just predicted the future!

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