Tick, Tock: How Social Impact Organizations Can Prepare for a Potential TikTok Ban

Hello, change makers! It's time to gather 'round and talk TikTok. You've probably heard the buzz about a new law that will ban TikTok in the U.S. if its Chinese owner, ByteDance, doesn't sell the company within a set time frame. Before you start mourning the loss of your favorite tutorials or lip-syncing videos, let's dive into what this new law means for those of us in the world of social impact, and how you can start preparing now for TikTok's uncertain future.

TikTok: Not Gone Yet, But Future is Far from Certain

First things first—TikTok isn't disappearing overnight. The law stipulates that ByteDance has at least nine months to divest from TikTok before the app will be outright banned in the U.S. TikTok will also likely challenge the law in courts, raising thorny legal questions around the First Amendment that could take months or even years to resolve. That means the app will likely continue to function for U.S. consumers in the near term.

Over the longer term, TikTok's future in the U.S. is far from certain. A ban would mean that TikTok is removed from app stores, preventing new downloads and software updates. And even if China doesn't block the sale of the video platform, it's unclear who has the resources and appetite to buy TikTok and invest in the platform and its capabilities as we know them today. A new buyer could also take TikTok in a totally different direction.

It's Time to Diversify Your Shared Channels

Wherever you stand on the TikTok controversy, it's a great reminder of the importance of diversifying your shared channels. TikTok's rollercoaster ride has shown us the importance of not putting all our eggs in one platform's basket. While a platform like TikTok may be fantastic for spreading awareness and sparking conversations, relying heavily on any one social media platform leaves us vulnerable to sudden changes in product features, policies and regulations - like we are seeing now with TikTok.

Invest in Owned Media

Now more than ever, it's crucial for social impact organizations to build up their owned communications channels and networks. That means investing in websites, email newsletters, podcasts, virtual events, first-party apps, blogs—anything that gives you full control over your communications and direct access to your audiences. Now is also a great time to revisit the strategies you use to convert website visitors into email and text subscribers. By building up your own platforms and networks, you can gain more control over how you communicate with your community and reduce reliance on third-party social media platforms like TikTok.

Embrace the Challenge

While the lesson from the TikTok saga might be a painful one for organizations that are heavy users of the video platform, it's also an opportunity for growth and innovation. As we navigate TikTok's uncertain future, let's remember that with change comes opportunity. By diversifying our communication channels and investing in owned media, we can weather any social media storm that comes our way.