The potential TikTok ban. Should marketers worry? We don’t think so.

The debate over banning TikTok has stirred intense discussion, both in the public sphere and within the industry. Here’s our perspective, rooted in available data, strategic insights, and some gut feelings. 

1. Harm to kids: The proven risks.

Numerous studies have highlighted TikTok’s potential harm to younger audiences. For example:

• Screen time overload: Children aged 8 to 18 spend seven hours a day on screens, and TikTok contributes significantly to that total.
• Mental health concerns: Social media algorithms have been linked to anxiety-inducing and inappropriate content for minors. A study by The Wall Street Journal revealed that TikTok’s algorithm often pushes harmful trends that can impact teens’ mental health.
• Self-esteem challenges: Platforms like TikTok magnify unrealistic beauty standards, with 60% of teens reporting that they compare their appearance negatively to that of influencers.

TikTok’s audiences are already inundated with content. It’s crucial to create meaningful, nonintrusive content that respects users’ time and attention — and that can’t happen on TikTok. Students are telling us how much they value and prioritize their mental health. So why market to them on a platform that they say makes them anxious?

2. Where will media dollars go?

If TikTok is banned, media budgets will pivot. While marketers think it’s necessary to lean hard on the app to reach Gen Z, it’s actually the third-most-used platform by this generation, behind Instagram and YouTube. Likely destinations include:

• YouTube Shorts: Already a top competitor, with robust analytics and a broad demographic reach.
• Instagram Reels: A familiar, trusted platform with capabilities for targeted marketing.
• Emerging platforms: As history shows with Vine (RIP), new entrants (like BeReal and Threads) will help fill the void, attracting users and marketers.

3. Where will content move?

Creators and audiences are agile. After Vine’s demise, Instagram and YouTube absorbed the creative energy. A TikTok ban would likely spur a range of reactions:

• Cross-platform migrations: Creators will diversify across platforms like Reels, Shorts, and Snapchat Spotlight.
• Localized platforms: Domestic startups and culturally specific apps could gain traction, presenting marketers with new opportunities (and challenges) to reach niche audiences.
• New experiments: Emerging technologies like AI-driven content platforms may innovate in the space.
• Our hot take: Reddit will continue to innovate and take a piece of this content pie. The platform is already positioned as a premier outlet for interest-based communities and user-generated content.

4. Why this is not the end of the world.

The digital content ecosystem is constantly evolving. Platforms rise and fall, and as some fade away, others emerge to take their place. History shows us:

• Creators adapt: New platforms offer untapped opportunities to redefine engagement.
• Institutional focus remains steady: Brands can shift focus to audience-first strategies, tapping into platforms where users are already active. Users will not stop using their screens.

Change creates opportunity. Institutions should monitor trends, test new platforms, and adapt their media strategies to meet audiences where they are. We always recommend a diversified strategy, prioritizing platforms where engagement and ROI align with your institution’s goals. We’ll have more opinions as this unfolds, but we’re not worried about losing engagement. You shouldn’t be either.