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How to Prepare for a Possible TikTok Ban

5 Things Marketers Should Do Now

About This Report
TikTok’s future in the US is at an inflection point. Marketers who rely on the app must be prepared to pivot quickly if there is a significant change in the way the platform operates.
Table of Contents

Executive Summary

TikTok CEO Shou Zi Chew will go before Congress on March 23 to defend the app’s practices and attempt to sway representatives. Even if TikTok manages to avoid a ban, there could still be changes in how it operates. Marketers need to prepare new social strategies now.

Key Question: How can marketers avoid getting caught short if TikTok is banned in the US?

KEY STAT: TikTok has the most US user overlap with Instagram, per our forecast, making Reels an easy alternative if TikTok is no longer accessible.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. No. 1: Determine where your TikTok audience would go.
  3. No. 2: Shorten ad commitments and build creative that works on other platforms.
  1. No. 3: Extend creator campaigns to Instagram and YouTube Shorts.
  2. No. 4: Nurture your fan base on other platforms.
  3. No. 5: Consider Meta shopping ads and retail media for commerce.
  1. Sources
  2. Media Gallery


Jasmine Enberg, Debra Aho Williamson


Natalie McGranahan
Senior Researcher and Taxonomy Manager
Jennifer Merritt
Vice President, Content
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