The TikTok ban is finally here (here’s how to prepare) – Games Growth with Upptic

The TikTok ban is finally a reality. Find out what to expect in coming months, how it could impact marketers and content creators, and how to prepare.

Takeaways

• President Biden has signed a law requiring ByteDance to divest TikTok in the U.S. within 9 months to avoid a ban.
• The legislation passed Congress with strong bipartisan support, stemming from national security concerns and tension with China.
• TikTok intends to challenge the new law in court, despite its design to withstand legal scrutiny.
• ByteDance has been expanding in the West with new apps like Gauth and Lemon8, which might also be impacted by the law.
• Although a TikTok ban could disrupt users and influencers in the short term, many platforms offer short-form video content.
• The law serves as a reminder of the importance of diversifying channels for influencers and advertisers.

What happened

President Biden has signed a law that forces ByteDance to divest TikTok in the U.S. within 9 months, or face a ban. The bill passed the congress overwhelmingly along bipartisan lines. The law is the culmination of years of national security concerns about TikTok’s Chinese ownership and ratcheting up of tensions between the two superpowers.

TikTok was apparently surprised by the law, and plans to legally challenge it in court. However, the law was drafted to pass muster in court. It doesn’t target TikTok by name and instead targets any app or website controlled by a company on a “foreign adversary” list: China, Russia, Iran, and North Korea. ByteDance has continued its westward digital expansion – rolling out new apps including Gauth (an “AI study companion” that helps kids do their homework) and Lemon8 (an Instagram / Pinterest clone) in the US market. These apps could also be affected by the law.

How to prepare

While TikTok being banned might initially be upsetting for users, the reality is that there are no long-term issues in accessing short form video. The format already exists on Instagram, YouTube, Facebook, Reddit, X, and more. Influencers who exclusively use TikTok as a vehicle for their small businesses may face a tougher road. This is an important reminder that channel diversification is essential if you tie your livelihood to digital influence.

For advertisers, TikTok is an incredibly effective advertising platform and has been for a long time. This will cause damage to games that rely on it as a channel for finding new users – but it’s also an important reminder to diversify your marketing mix.