In light of today’s Supreme Court ruling on TikTok, we’re bringing you a quick analysis of how this decision could affect organizations using TikTok in public affairs or corporate communications strategies.
Catch Me Up!
As expected, the U.S. Supreme Court upheld a bipartisan law requiring TikTok’s China-based parent company, ByteDance, to divest its ownership of the platform by Sunday—the day before President-elect Donald Trump takes office. If ByteDance does not sell the platform, TikTok could theoretically face a U.S.
ban.
In an unsigned opinion with no dissents, the justices rejected ByteDance’s free speech challenge, siding with the government’s argument that national security concerns about TikTok’s data collection practices warranted the divestiture.
But… What Does This Mean for My Social Media Strategy?
Nothing yet – but get ready.
The Biden administration indicated they were punting to the Trump administration as their term is up on Sunday. While President Trump has publicly softened his stance on TikTok post-election— and the TikTok CEO is slated to attend his inauguration—it’s unclear whether Trump will enforce the ban or pursue a “political resolution,” as he has said. Either way, the app may “go dark” on Sunday.
Because of this uncertainty, it’s prudent to plan for the worst. If TikTok is banned, those social media users aren’t going to cease to exist – they will migrate toother platforms.
Which leads us to the question…
Should I Join RedNote?
In short, no. RedNote is another Chinese-owned and operated social media platform focusing on short-form video content and music integration. This week, it received some media attention for an uptick in users moving over from TikTok. However, because it operates in, China, stores user data on servers in China, and is subject to Chinese censorship laws, it should not be considered as an alternative to TikTok.
RedNote isn’t the only one. Apps like Flip, Triller, Neptune, and others have seen recent spikes in downloads, but the most likely successors to TikTok’s dominance are established platforms like Instagram (Reels) and YouTube (Shorts).
However, the social media market is unpredictable, and many new apps fail to gain lasting traction while others may pop up overnight and gain a significant market share.
So What Should I Do?
Expand Your Presence: Diversify your content strategy by posting on other platforms like Instagram Reels, YouTube Shorts, and Facebook Stories.
Experiment With Syndication: Use services like Repurpose.io to easily share your TikTok content across multiple platforms, saving time and effort.
Stay Agile: Monitor where TikTok’s user base migrates and redirect your resources accordingly. The results might surprise you!
While uncertainty looms, being proactive and adaptable will position you for success, regardless
of what happens to TikTok. Still unsure? Reach out and let us help you navigate the new
landscape.