Life after TikTok: How brands, creators are preparing for the potential ban

Although TikTok has returned after a tumultuous weekend of bans and partial shutdowns, the platform’s hold on creators and marketers feels shakier than ever. Under the hashtag #TikTokIsDifferent, users are speculating that TikTok’s algorithm may have been altered on U.S. servers during the blackout. “It’s the same app, but it feels different. The algorithm seems more like Instagram Reels now,” says Marysa Lynn (@Marysa.Lynn), a beauty creator who depends on TikTok Shop for income. For creators like Lynn, TikTok’s algorithm has been a lifeline. Known for its ability to amplify niche voices — from indie fashion brands to organic snack ideas — it fosters discovery and builds community in ways other platforms can’t match. While Instagram and YouTube often prioritize polished content from accounts with large followings, TikTok gives smaller creators a chance to gain traction in ways they might not be able to on other apps. This same algorithm has made TikTok a cornerstone of many brands’ marketing strategies. “TikTok is still very relevant globally. I mean, it’s not banned in the EU or U.K. But the uncertainty in the U.S. means we have already reallocated some of our TikTok budget to Meta platforms in our annual budget plan,” says Manuela (who prefers not to reveal her last name), social media manager of a Florence-based luxury leather goods brand. Manuela’s cautious approach shows that TikTok’s vulnerability isn’t just a U.S. issue. If the platform were banned in major markets like the U.S. or Europe, it could fragment the global social media ecosystem, forcing brands to navigate an already highly regionalized digital landscape. Preparing for a TikTok-less internet To minimize risk, brands are diversifying their platform strategies. “As a global brand, we now need separate strategies for TikTok, Meta, Chinese platforms like WeChat and Xiaohongshu, and platforms in India or the Middle East, depending on the campaign. If TikTok’s U.S. ban becomes real, we may have to invest that money in another new platform for the younger generations. We are not sure which one,” Manuela explains. Xiaohongshu or RedNote, the Chinese app that saw a surge of “TikTok refugees” earlier this month, is a case in point. To many, the app represents a compelling alternative for finding interest-based communities. “The numbers confirm this shift: RedNote rapidly climbed the app rankings in 42 non-Western countries, showing that digital migration today isn’t just about a single market but about global momentum,” says Ivy Yang, founder of Wavelet Strategy, a New-York based reputation management consultancy. “This isn’t just another app trend; it’s a window into how digital culture spreads, adapts, and ultimately connects us all.” However, Xiaohongshu comes with its own set of cultural challenges. Its Chinese-language dominance and strict content restrictions, such as bans on LGBTQ+ representation and body-revealing imagery, poses questions for a broader global adoption. According to TechCrunch, daily active users in the U.S. dropped by 54% shortly after TikTok’s ban was temporarily lifted. For many marketers, more globally established platforms like Instagram Reels, YouTube Shorts, and Pinterest are the most realistic alternatives. In particular, Meta — Instagram’s parent company — has launched aggressive cash incentive programs to encourage creators to promote Instagram on TikTok and move their video content to Instagram Reels. The recent volatility has also pushed brands to rethink how they structure partnerships and campaigns. Laura Colla, a Virginia-based social media consultant specializing in fitness influencer marketing, said some agencies and influencers now include clauses in contracts to ensure content can be repurposed for other platforms. “Brands still want creators to post, but they also want guarantees that content can migrate if TikTok becomes inaccessible,” she says. In addition to multi-platform strategies, brands are also doubling down on first-party data and owned media. Manuela, who works in the social media team of the Florence-headquartered luxury brand, told Jing Daily that her company’s million-dollar customer relationship management (CRM) investment plan was finally approved this month in the middle of the TikTok saga. “The top management has talked about the importance of first-party data for years, but it was hard to justify an important investment. The TikTok ban was a wake-up call that we really need to own customer relationships, no matter what happens on social platforms,” she says. As a result, direct-to-consumer channels like loyalty apps, email campaigns, and VIP clientele initiatives are regaining importance, as brands seek to maintain customer connections no matter which platforms remain viable. The challenges of replacing TikTok Yet, despite these efforts to pivot, replicating TikTok’s unique strengths will not be easy. Platforms like YouTube Shorts and Instagram Reels may mimic TikTok’s short-form video format, but they lack the organic, community-driven energy that defines TikTok. “For many of us, TikTok isn’t just a platform — it’s a culture,” says Lynn, the TikTok beauty influencer. “I could never have the same conversations with my audience on Instagram Reels. People might not even notice me there, nor watch me rant about something for more than 1 minute from start to finish,” she adds. India’s experience with its TikTok ban offers a sobering preview of what a TikTok-less future might look like. In 2020, the Indian government banned TikTok, forcing creators and companies to migrate to Instagram Reels or local alternatives like Moj. However, as a BBC report highlighted, the grassroots culture that TikTok fostered — where rural creators and hyperlocal content thrived — never fully recovered. India’s story suggests that a TikTok ban wouldn’t just drive users to new platforms; it would fundamentally change the culture of online content. For brands and creators focused on subcultures or emerging trends, this potential loss of such a content medium is especially concerning. As scrutiny over TikTok continues, with another decision looming in three months, the consequences of a potential ban remain uneven. Large brands and well-established creators with diversified audiences and multi-channel strategies are better positioned to absorb the blow. In contrast, small businesses and niche creators, those who rely most heavily on TikTok for visibility and engagement, would face bigger challenges. Ultimately, the app’s potential absence has sparked an industry-wide reckoning. It serves as a stark reminder that no platform is invincible. While TikTok may not disappear overnight (again), its near-apocalypse has shown the industry that preparation is no longer optional.

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Life after TikTok: How brands, creators are preparing