We Meet Again: Prepping for Another TikTok Deadline
as seen in ADWEEK
After a years-long stretch of a “will they, won’t they” of TikTok ban proposals, TikTok went dark for 170 million U.S. users after failing to sell by a January 19 deadline—albeit briefly—before President Trump issued a 75-day extension upon his inauguration.
With the new deadline of April 5 fast approaching and few confirmed suitors in sight, the clock is ticking. For brands and creators alike, preparing for the upcoming deadline means preparing for changes in how culture forms, spreads, and connects.
What’s at stake?
- User behavior isn’t copy-paste
U.S.-based platforms may try to fill the void, but Reels and Shorts will always leave behind a legacy of emulating rather than innovating—and users see right through it.
- Community isn’t a coincidence
The magic of TikTok is all in the algorithm. If that connective tissue dissolves, creators and brands will face a steeper climb to build and maintain community or quickly adapt to any new algorithm that comes along.
- Virality will need a new playbook
TikTok didn’t just launch trends—it shaped culture. When you take away the epicenter for memes and references, the rules of brand storytelling will fundamentally change for a post-TikTok world.
What can marketers do about it?
- Don’t count on the algorithm sticking around
The legislation doesn’t require ByteDance to sell TikTok’s IP, including the algorithm. Expect changes in user experience.
- Download your data
Go to Settings > Privacy > Download your data > Request data. It only takes a minute to request—and you’ll want that insight for future planning.
- Archive what worked
Save top-performing content, analytics, and keyword insights. Insight into content discovery can help optimize past TikTok content for SEO on competing video search engines like YouTube Shorts.
- Don’t panic—and don’t pause (yet)
Campaigns that are working should keep running. Until a sale or shutdown is confirmed, stay the course, keep an eye on performance, and redistribute your media dollars as needed.
- Start crafting your plan B
Inventory your best content, audience engagement patterns and goals. Your work and insights shouldn’t go to waste—reshape what works into content for other platforms and always keep an eye out for new platforms ready to take the throne.
Although there’s always a chance the platform will be met with another extension on its sale, overpreparing for a full ban or major shifts will always be better than getting caught flat on your feet.
Read the full article in ADWEEK.
