The speakers at the upcoming Social Media Conference of PR Daily offer their predictions and explore implications.
Original publication date of this story is March 13, 2023.
TikTok is facing a new potential threat from the U.S. Government. Today, the House passed a BillThe Protecting American from Foreign Adversary Controlled Applications Act is a law that aims to make ByteDance, parent company of TikTok, divest their U.S. operations.
This bill is the most recent move by U.S. lawmakers to take action against social media apps. They are concerned about the national security of the United States and their parent company, China, as well as the practices they use in collecting user data.
While prior legislation has banned this app on government-owned devices at federal, state, and local levels, the bill’s implications are more broad: It would punish app stores for carrying the app and updating it. This is a noteworthy gambit that has implications for the US beyond socializing and entertainment. Users in the U.S. number 150 millionsConsider that there are more than Five million U.S. companies The app is estimated to have contributed billions of dollars to the U.S. Gross Domestic Product.
The future of social media on TikTok, and other vertical video competitors is a major topic for PR Daily. Social Media Conference 2024This conversation will depend on the success or failure of this bill. Our experts spoke to us about what the bill means for the future.
What’s the difference?
The House has overwhelmingly supported this ban, particularly in relation to national security. It is also notable for the speed with which it was implemented.
Karen Freberg is a professor of strategic communication at University of Louisville. She said, “This may be a more real and serious issue for TikTok.” This has surprised me, not only because the original ban was brought back up, but also how quickly it passed through Congress.
While lawmakers seemed to stumble over the concept of an app during previous discussions and attempts at banning it, this time they are more focused with their approach.
Carlos Gil, a long-time leader in social media who runs a sneaker resale business and is also a leading voice on the subject of perceived risk said: “This proposed legislation targets ByteDance’s ties with China. It establishes an easy process to address any risks.” The HypeSectionThe platform has seen organic growth, and the company has been able to engage with its audience. There is a growing sense of urgency from lawmakers in addressing these issues, increasing the chances of this ban becoming law.
It’s a two-edged blade, however, because as Gil points our, the site is also used by U.S. citizens for news and has implications on free speech in this regard. He said that the situation highlights the importance of a transparent and consistent approach in regulating social media to protect user data while upholding constitutional principles.
TikTok: Implications and beyond
The ban could have a negative impact on the ways in which brands and organisations that were successful with TikTok build and interact with their audience. The brands and organizations may be forced to switch to another platform and community, potentially losing access to the audiences that they had built in the past.
Gil stated that “the latest attempt to ban TikTok could have disastrous implications for both the creator economy as well as small businesses.” The potential ban is a reminder that relying on only social media platforms can be risky. Platforms like TikTok may offer unmatched visibility and reach, but they are also a rented space where users can’t control their future.
This presents an opportunity to Instagram Reels and YouTube Shorts, as well as other platforms, which will now appear to capitalize on vertical video. Include XFormerly known as Twitter, this tool helps brands and creators spend more time together.
Gil stated that “This could result in a heightened level of competition on the social media scene, as platforms compete for users’ attention and loyalty by offering innovative content and features.”
Now what?
Freberg said that both outcomes will require a strategy from brands. She advised that, in the case of a TikTok ban, brands and organisations should “embrace different outcomes this could have on their business, and prepare plans as to what they will do.” They also need to actively communicate with the creators and influentials with whom they work so that they feel supported. They have established their brands on TikTok and will likely raise concerns and questions.
Gil suggests that you diversify your content mix and marketing channels across all channels. This includes own channels like newsletters and website. He told PR Daily that a strong digital presence, beyond social media, ensures continuity of business even when platforms change. This reinforces the saying “businesses are only as relevant as the platform they inhabit.”
What is the future of TikTok, and what should you think about as an organization? You can find out more about these and other speakers at PR Daily’s Social Media Conference 2024. March 27-29, at Disney World.
Jess Zafarris, director of content for Ragan and PR Daily is also an author, editor and journalist. She’s also a social media strategist, creator and engagement strategist. You can follow her @jesszafarris. Connect with her via LinkedIn.