In light of the looming TikTok ban, brands are grappling with how to navigate the shifting social media landscape. To shed light on this pressing issue, BENlabs sat down with Aaron Frank, Chief Marketing and Insights Officer, for a deep dive into how brands can prepare, adapt, and thrive amidst the uncertainty. From leveraging data-driven insights to exploring emerging platforms, Aaron offers strategic advice to help brands stay ahead of the curve.
BENlabs: How should brands be preparing for a potential TikTok ban on Sunday?
Aaron Frank: Brands should immediately begin investing across social media platforms to understand which creators, messages and types of content will work best. While the current regulations would remove TikTok from app stores for U.S. users – and not remove access entirely – given this uncertainty brands should act quickly.
We have learned paid advertising may not be allowed on TikTok if the ban moves forward. This alone will have a significant impact for brands and will cause many to shift investment in organic content to other platforms. Simply investing in TikTok creators who have been effective for brands in the past isn’t necessarily going to be an effective strategy.
When exploring platforms to pivot to, brands should consider specific audiences and where they can be best reached. Creators have different audiences across different platforms. A creator who has been successful on TikTok will not necessarily be effective in reaching an audience on Instagram Reels or YouTube Shorts, for example. The best approach is to go where a brand’s target audiences exist on platforms, like Instagram and YouTube, and identify which creators on those specific platforms have built relationships with people the brand is trying to reach.
In the end, it all comes down to data. Data collection is at the heart of a TikTok ban. BENlabs uses data to help brands not only understand their target audience, but also which creators can reach them across different platforms. Data has the power to cut through the noise, and should be the tool of every savvy marketer.
BENlabs: Recent reports suggest TikTok might completely shut down access starting Sunday. How should this change the approach for brands and creators?
Aaron Frank: Brands need to be mindful that while TikTok could immediately go dark on Sunday, it could return just as quickly. We’re not advising brands to abandon the platform entirely — or the creators they’ve successfully worked with there — in their 2025 planning. Instead, they should focus on identifying target audiences across other social platforms to be prepared for any scenario.
A shift from TikTok will make the social media landscape more competitive for brands. The winners will be those who use data and technology to understand audience migration and identify the right creators to reach them across various platforms.
Brands need to be mindful that while TikTok could immediately go dark on Sunday, it could
return just as quickly. We’re not advising brands to abandon the platform entirely – or the
creators they’ve successfully worked with there – in their H1’25 planning.
Instead, we’re recommending that brands immediately begin to focus on identifying their target
audiences on platforms across social media so that they can best prepare for any scenario. A
shift away from TikTok will make things more crowded for brands. Using data and technology to
better understand which platforms their target audiences are moving to, and which creators can
best reach them, will ultimately separate social media winners from losers across social media
in 2025.
BENlabs: New apps like RedNote, Clapper, Flip, and Lemon8 are growing quickly. Should brands and creators consider these platforms?
Aaron Frank: Unless TikTok’s access is completely shut off for an extended period, we won’t see a mass exodus to other platforms immediately. The removal from app stores may cause gradual migration, possibly over a year or more. TikTok’s unmatched algorithm means it’s uncertain which platform will rise as a replacement, whether it’s RedNote, Lemon8, Triller, or established players like YouTube Shorts and Instagram Reels.
Brands should keep an eye on these emerging platforms, especially as different platforms may appeal to different audiences. In short, any new platform that attracts a community should potentially be of interest to brands. Early data shows younger users gravitating toward YouTube Shorts, while older demographics lean towards Instagram. Innovative brands are already experimenting with these platforms to test, learn and see what might work.
BENlabs: What is one piece of advice for brands navigating these changes?
Aaron Frank: Authenticity is crucial for audience engagement, regardless of the platform. Many TikTok creators have been transparent about the ban, guiding their followers to other platforms like YouTube and Instagram. For both creators and brands, maintaining transparency, authenticity and staying adaptable will be essential during uncertain times like these.
