Navigating the TikTok Ban: Insights from Hennessey Digital

In the wake of TikTok’s uncertain future in the United States, users of the app remain in confusion of whether they are soon to lose access to the platform. Following years of debate in Washington claiming TikTok’s chinese ownership risks data branches for US users, TikTok has now filed a lawsuit aiming to block the US law which would ban the app.

The recent lawsuit refers to the ban as an “extraordinary intrusion on free speech rights” of the company and its 170 million American users. At Hennessey Digital, we have been closely monitoring the situation, recognizing the potential impact on businesses and users alike.

In response, we decided to delve deeper into the matter, aiming to understand the potential ramifications of a TikTok ban on a state-by-state basis. 

Armed with keyword data related to TikTok and its potential ban, we conducted a comprehensive analysis across all 50 states. Our aim was to understand the search behavior surrounding TikTok, encompassing keyword searches including “how to grow on TikTok”, “how to make money on TikTok”, and queries which directly address the ban itself.

The states most heavily engaged with TikTok-related queries, indicating significant impacts from a ban, surprised us. Here is our ranking based on search activity per population.

The findings demonstrate a diverse geographic spread, demonstrating that the impact of a TikTok ban extends far beyond the traditional technological hubs. States such as Alaska and Maine, which may not typically be associated with digital trends demonstrate the highest interest per person in TikTok-related content. 

Searches for “TikTok ban” were particularly high in Alaska, although in volume terms the highest searches for this term per month were seen in California with over 40,000 per month. California ranked in fifth place as the state most impacted by the TikTok ban, where there are in fact 1900 searches per month for “how to make money on TikTok” in the state.

Michigan ranked in second place in the research, where searches for the TikTok ban are reaching 14,800 per month. Per capita, there are 142 searches per person, and there have been reports of business owners in Michigan feeling uncomfortable with the prospect of a ban.

Beyond the implications for individual owners, the TikTok ban could have far reaching consequences for business owners across the US. Brands who leverage TikTok as part of their marketing strategy would face disruption, potentially losing access to a valuable audience segment. 

Commenting on this, Jason Hennessey, Founder of Hennessey Digital, said: “While the future of TikTok in the US continues to unfold, businesses must remain agile. It is crucial to prepare to adopt your strategy to mitigate potential risks. Whether you are exploring alternative platforms or reimagining existing marketing approaches, proactive measures can help you to ensure your business thrives in the face of uncertainty.”

Jason shares three tips for brands on how to diversify their marketing efforts beyond TikTok:

1. Leverage a Multi-Platform Social Media Strategy

By diversifying your social media presence, you can help to mitigate the risks associated with relying on a single platform. Consider expanding to Instagram, Facebook, and YouTube where each platform has unique features and user demographics:

• Instagram: For visual content, utilize Instagram Stories, Reels, and IGTV. This platform is  ideal for reaching a slightly older demographic than TikTok.
• Facebook: Leverage the robust advertising tools and community features on Facebook like Groups to engage with different audience segments.
• YouTube: To build authority in your niche on YouTube, create longer, in-depth video content. YouTube is great for tutorials, product reviews, and behind-the-scenes content.

2. Invest in SEO and Content Marketing

Enhancing your website and blog content can attract organic traffic and establish your brand as a thought leader in your industry. Focus on:

• SEO: Optimizing your website for search engines by conducting keyword research and improving the site structure. Regularly update your blog with relevant, high-quality content that answers common questions in your industry.
• Content Marketing: Create various forms of content such as articles, infographics, podcasts, and e-books. Share this content across your social media channels and email newsletters to drive traffic back to your website.

3. Develop an Email Marketing Strategy

Email marketing remains one of the most effective ways to maintain direct communication with your audience. Build and nurture your email list by:

• Offering Value: Provide incentives for signing up, such as exclusive discounts, access to premium content, or early notifications of new products.
• Personalization: Use segmentation to tailor content to different segments of your audience based on their preferences and behaviors.
• Automation: Implement email automation for welcome series, abandoned cart reminders, and personalized follow-ups. This keeps your audience engaged without requiring constant manual effort.

By spreading your marketing efforts across multiple channels, you can reduce dependency on any single platform and create a more robust and resilient marketing strategy.

In conclusion, while the future of TikTok in the United States remains uncertain, one thing is clear: the digital landscape is constantly evolving. By staying informed and leveraging insights from experts such as Hennessey Digital, businesses can position themselves for success in an ever-changing digital world.