With TikTok currently on course to begin shuttering its app in the US from Sunday, it’s important to understand what lessons brands and users can learn from an increasingly volatile social media landscape.
John Iglesias
Associate Vice President, UCAN
The potential TikTok ban in the US has sparked a conversation that goes beyond privacy and politics. For brands, creators and marketers, it highlights a pressing need to rethink how communities are built and sustained in the digital age.
The lesson is clear: thriving in uncertainty means embracing adaptability and cross-cultural fluency. This means creating authentic content that connects with audiences, as more and more turn to social media for news and trends.
Where will audiences and creators go?
If TikTok is banned in the US, the biggest question remains: where will audiences and creators go? Likely suitors are already buzzing. According to our Insights team, people are looking at Instagram Reels and YouTube Shorts as contenders, Facebook following closely, and Lemon 8 and Red Note also emerging as alternatives.
But the real challenge isn’t predicting the next big platform – it’s creating strategies that remain relevant regardless of where your audience migrates. This is where fluidity becomes critical. Brands will have a chance to plan an optimal strategy around generating meaningful moments and experiences that connect their communities.
For those that operate outside the US, but still rely on its audience as a key market, we expect metrics to fluctuate if a US ban comes into place, given that the platform algorithm encourages sharing content globally.
Focusing on community-driven content
Audiences are now more discerning than ever, consistently seeking content that resonates with their values to form supportive communities. This trend reflects a growing prioritisation of authenticity and relevance. According to ecommerce group ESW’s latest Global Voices Survey, brands that prioritise authenticity have a competitive advantage and stand out in crowded markets.
To future-proof communities, brands will have to invest in storytelling that connects deeply with people and builds loyalty beyond any one platform. By leaning into shared values, brands can weather shifts in the digital landscape while strengthening their connection with audiences.
Adopting an omnichannel mindset
Creating content that feels native to social platforms but can seamlessly adapt to other channels is no longer optional – it’s essential. Brands will have to ensure their content isn’t tethered to one ecosystem. A TikTok ban should inspire a mindset led more by user experiences, where every piece of content can find its place in a wider strategy.
Five long-term strategies for success
- Diversify platforms. Don’t put all your eggs in one basket. Cultivate a presence on multiple platforms to reduce dependency.
- Focus on cultural impact. Build communities around cultural fluency and compelling storytelling, ensuring resilience across shifts.
- Adaptability is key. Invest in content that is flexible and evergreen, ready to evolve with the platforms of tomorrow.
- Leverage AI and insights. Use tools to analyse audience behavior and anticipate where the next migration might lead.
- Be ready for experimentation. Platforms like Roblox, Twitch, Discord, Reddit and others may warrant a ‘campaign testing’ approach. Accompanied by omnichannel thinking, this enables brands to expand and test spaces without being tethered to any one platform.
A turning point for brands
A TikTok ban, while disruptive, could signal the beginning of a new era for social strategy. The life span and utility of social media platforms are becoming increasingly volatile, as seen with TikTok’s uncertain future and evolving dynamics on platforms like X and Meta.
This period of experimentation calls for brands to embrace agility and cross-cultural fluency, building resilient strategies that thrive across platforms and align with shifting audience behaviours.
By focusing on adaptability, omnichannel thinking, and the willingness to test new spaces, brands can navigate uncertainty and unlock new opportunities. The future of social is not about where your audience is today; it’s about where they’ll be tomorrow and how you’re prepared to meet them there.
If you’d like to speak to one of our experts at Battenhall about how we can help you, contact us at hello@battenhall.com or check out our social media services for details. You can also learn more about the future of communities in our Year Ahead in Social annual report. Download it here.
