As TikTok Goes Dark, Here’s How to Adjust Your Social Strategy
With the future of TikTok in question, advertisers are facing tough decisions about where to allocate their social budgets. While no one knows exactly what will happen to the app—whether new regulations will be imposed, ownership will change, or restrictions will be enforced—one thing is certain: brands need to be prepared for any outcome. Whether that means diversifying spend, testing new platforms, or doubling down on what’s working, strategic adjustments now can help mitigate risk later.
The latest development in this uncertainty came as TikTok announced it will pause ad campaigns in the U.S. starting January 19, though advertisers will still have access to their data. This move underscores the platform’s uncertain future, leaving brands questioning how to reallocate their budgets. TikTok currently boasts 170 million U.S. users and has become a major force in digital advertising. In 2023, its U.S. ad revenue was projected to hit $10.42 billion, demonstrating just how much brands have relied on the app to engage audiences. But with advertising now on hold, it’s critical for brands to evaluate their next steps.
To help navigate these shifts, we asked our team of paid social experts—Magnolia Deuell, Director of Paid Social Manager, Lina Jones, Paid Social Manager, and Taylor Sauerwein, Paid Social Manager—for their insights on how advertisers should approach their TikTok budgets in the face of uncertainty. Here’s what they had to say:
How Advertisers Should Adjust Their TikTok Strategy
“Remain nimble! As you shift your budgets, keep a close eye on delivery metrics such as reach and frequency, as well as cost-per-campaign results, and continuously optimize all channels for better performance. Stay tuned to shifts in the social landscape—if TikTok users start migrating to Snapchat and Instagram, advertisers can seamlessly reallocate budgets to capitalize on the increased reach potential. Also, keep an eye on growth of newer platforms, like Lemon8 & RedNote, and become an early adopter organically if it aligns with your brand.”
– Magnolia Deuell, Director of Paid Social
“Prepare contingency plans for your social media strategies. Diversifying ad budgets across platforms like Instagram Reels, YouTube Shorts, and Snapchat can mitigate risks while maintaining a strong presence in the short-form video space. At the same time, I recommend advertisers focus on creating content that can be easily adapted across multiple platforms to maximize reach and minimize disruption. Advertisers who maintain flexibility in their strategies and invest in building community engagement on other platforms will be better positioned to thrive, regardless of TikTok’s status.”
– Lina Jones, Paid Social Manager
“This is an ideal moment for advertisers to evaluate their strategies and prepare for what’s next. Focus on meeting your audience where they’re heading by understanding where they spend time outside of TikTok and how your content can translate to those platforms. By identifying what resonates and where, you’ll be ready to pivot seamlessly if and when the landscape shifts.”
– Taylor Sauerwein, Paid Social Manager
The Bottom Line: Stay Agile and Plan Ahead
Regardless of what happens with TikTok, adaptability is key. Advertisers that take a proactive approach—whether by reallocating budgets, exploring new platforms, or refining their targeting strategies—will be better positioned to maintain momentum and reach their audiences effectively.
If you’re reevaluating your TikTok strategy or looking for expert guidance on where to invest paid social budgets next, our team is here to help. Get in touch with us to discuss your social media strategy and ensure your campaigns are set up for success.
Stay Updated on TikTok’s Future
As the situation with TikTok continues to evolve, it’s important to stay informed about the latest developments. Below are a few recent news articles outlining the current status of the platform and what it could mean for advertisers. We’ll be updating this list as more information becomes available:
- Advertisers with ‘hair on fire’ brace for US TikTok ban (Reuters) – An overview of how advertisers are reacting and preparing for potential changes.
- The Supreme Court might let the U.S. ban TikTok unless it’s sold. Here’s what to know. (Associated Press) – A breakdown of the legal proceedings and what’s next for TikTok.
- Biden decides not to enforce looming TikTok ban – leaving Chinese app’s fate up to Trump as he returns to White House (New York Post) – Reporting on the latest political decisions influencing TikTok’s future.
We’ll keep an eye on the situation and provide updates as they happen. In the meantime, if you have questions about your social media strategy or need guidance on reallocating your TikTok ad spend, reach out to our team—we’re here to help.