Strengthen influencer marketing
Unfortunately, not all marketers or business owners are experienced content creators. Instead, they have other talents that help businesses grow. If TikTok is banned, there are plenty of other social media platforms to try, and it doesn't mean you have to give up influencer marketing.
While Instagram is known for static photos and TikTok for short-form videos, both offer valuable opportunities to leverage influencer marketing. TikTok bans won't stop influencer marketing. In fact, it might even become more popular than ever.
Brands should review their current influencer marketing strategies and adjust them accordingly for other video-sharing platforms like YouTube and Instagram.
You may even be able to find more influencers to work with by expanding your network to different types of influencers. Not all YouTube influencers create short-form content for TikTok, so you may be able to find other popular thought leaders on different platforms.
Extending your reach by working with influencers on other platforms can help you grow your network and maintain online visibility.
Optimize website and SEO strategy
While TikTok has helped small and large businesses connect with their customers and target audiences, it's not the only tool available to you. Your website is arguably the most important marketing and sales tool you have, even more so than social media applications.
Focusing on website optimization to increase organic traffic by creating relevant and engaging content can help you attract and convert more customers.
Keep in mind that this is a different type of marketing, so you'll need marketers specializing in SEO instead of social media marketing, which means potentially growing your team.
Leverage user-generated content
Social media applications can help you leverage user-generated content like reviews, testimonials, and social posts to help you promote your brand without creating new content in-house.
Unfortunately, if you've relied primarily on short-form video content, you might not be prepared to market on other social media platforms. While videos tend to perform well on Facebook and Instagram, you'll need various post types to keep followers engaged.
If you've primarily focused on TikTok marketing, you may not have hundreds of photos to use for your other marketing campaigns. However, you can leverage content created by your customers to build out a social media marketing calendar.
You can run contests to engage users and ask them to share photos or videos of them using your product, then showcase that user-generated content on branded channels.
Always monitor industry trends and updates
Some believe TikTok bans are part of a larger anti-Chinese sentiment. TikTok's CEO Shou Chew says new regulations and unlawfully banning TikTok violate free speech. With bans and the social media platform itself facing many legal challenges blocking the usage of TikTok and other apps in specific geographic regions.
It's still unclear whether there will be a nationwide ban, but businesses and TikTok users should prepare themselves. As more countries move to ban TikTok and other social media sites, businesses must have a diversified strategy that allows them to connect with their target audiences.
Revisit your social media marketing strategy using Mailchimp's social media tools to create posts designed to perform on any platform.