The U.S. government has ordered TikTok’s parent company, ByteDance, to divest or sell TikTok by January 19, 2025, or face a nationwide ban. While we await their final decision, the Supreme Court appears poised to uphold the law, following final arguments from TikTok. If the app is banned or severely restricted, communicators need an action plan to maintain their social and creator efforts. Without TikTok, most brands will experience a significant decrease in performance across key KPIs. Brands, organizations and public figures should take steps now to ensure they’re ready for the possibility of a TikTok ban to protect their creator relationships and brand visibility.

1. Download Your TikTok Data—Immediately

The first and most immediate step brands should take is to download and secure all historical TikTok data. Having this data will ensure accurate reporting on 2024 performance. It will also serve as a benchmark for the future to adapt influencer strategies to a post-TikTok world.

2. Conduct a TikTok Performance Analysis

Evaluate how much of the brand’s performance relies on TikTok by looking at all saved top-line data points including reach, number of posts, engagement rate, VIT and more. PR pros will need to evaluate how much success can be attributed to TikTok, which will help to set future performance expectations for any creator program. For example, suppose TikTok accounts for a large portion of reach but a small portion of conversions or sales. In that case, expect a potential dip in reach metrics as focus shifts to elevating brand awareness on other platforms.

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Source: https://www.prnewsonline.com/potential-tiktok-ban-future-proof-your-social-and-creator-strategies/