{"id":38148,"date":"2020-12-08T10:35:55","date_gmt":"2020-12-08T15:35:55","guid":{"rendered":"https:\/\/socialmediaexplorer.com\/?p=38148"},"modified":"2020-12-08T10:36:46","modified_gmt":"2020-12-08T15:36:46","slug":"why-you-need-contingency-plans-in-case-tiktok-gets-shut-down","status":"publish","type":"post","link":"https:\/\/socialmediaexplorer.com\/content-sections\/movers-and-makers\/why-you-need-contingency-plans-in-case-tiktok-gets-shut-down\/","title":{"rendered":"Why You Need Contingency Plans in Case TikTok Gets Shut Down"},"content":{"rendered":"\n<p>Right as TikTok became the biggest thing to hit social media, it also became the center of controversy. The platform\u2019s bumpy relationship with the Trump administration\u00a0<a href=\"https:\/\/www.cnn.com\/2020\/10\/05\/tech\/tiktok-what-next-intl-hnk\/index.html\">keeps unfolding<\/a>, and it\u2019s unclear how this battle will resolve. Meanwhile, brands and their agency partners are left worrying about the marketing dollars they\u2019ve funneled into the platform and what this means for their futures.<\/p>\n\n\n\n<p>The administration initially\u00a0<a href=\"https:\/\/www.nytimes.com\/2020\/10\/08\/technology\/us-appeals-injunction-against-tiktok-ban.html\">took issue with the viral video app<\/a>, which is owned by Chinese company ByteDance, as part of a larger effort to combat Chinese government influence. ByteDance attempted to make a deal with U.S. company Oracle in response, and the administration reacted by delaying the executive order to ban the app. A federal judge has since ruled to prevent the ban, and the federal government is in the process of appealing that ruling.<\/p>\n\n\n\n<p>TLDR: Essentially, we\u2019re seeing an ugly stalemate between the incredibly popular app and the federal government.<\/p>\n\n\n\n<p>Brands are understandably concerned. The notion that they\u2019ve wasted time and marketing resources pursuing a potentially banned platform is a major concern, but even more disconcerting are the implications of the government\u2019s involvement. If the government can shut down social media platforms, then businesses need to have contingency plans in place and experienced, trustworthy teams to point them in the right direction.<\/p>\n\n\n\n<p><strong>How Should Brands Deal With This Uncertainty?<\/strong><\/p>\n\n\n\n<p>When agencies bring a media threat like this to their clients\u2019 attention, they should assess and propose alternatives by asking questions about their brand needs.\u00a0Does this new platform allow for similar scalability and reach? Does it align with their target demographic\u2019s consumption behaviors? Are costs comparable? And do their existing creative assets translate to this new landscape? Based on the answers to these questions, agencies can learn how much time and budgetary investment the brand will need to meet its goals using this platform.<\/p>\n\n\n\n<p>Brands aren\u2019t only looking at ad performance when using and deciding how to use these platforms; they\u2019re also seeking security. When the\u00a0<a href=\"https:\/\/techcrunch.com\/2018\/09\/28\/everything-you-need-to-know-about-facebooks-data-breach-affecting-50m-users\/?guccounter=1&amp;guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&amp;guce_referrer_sig=AQAAAJ7Z_H3QqKlsvu4vEuyguzO5DRDjmX0cLgKeAGjl5WaLA3hchRt6XLKdNBDzvq2bYe6SACu5KyjExcIx7kpmwOMaHmj3fIyRwig3lJAceRkMn9mBcCxBtTx7OUUAbrtf-TVuVj9KsCKZBS1dCyhQaR7oB0CS-HNqEU81BDJ2qI63\">Facebook data breach<\/a>\u00a0leaked in 2018, one of my agency\u2019s largest clients in higher education threatened to remove all media spends \u2014 totaling a significant amount of both media budget and an extremely healthy lead-generating medium. It was the first time in my career that a privacy violation of this magnitude directly resulted in such severe concerns, and it likely won\u2019t be the last.<\/p>\n\n\n\n<p>If the TikTok controversy has shown us anything, it\u2019s that the environment in which we conduct business can change overnight &#8230; quite literally. Brands have to be ready to adapt if they want to survive. Being nimble and ready to shift ad investments strategically and quickly will define which brands continue and which do not.<br><br>Whether we\u2019re talking about a brand\u2019s overall business model, ad creative, offers and promotional strategies, or even the platforms it uses, developing advertising contingency plans shouldn\u2019t just be&nbsp;a dusty earthquake kit stowed away in the attic. These plans should be a built-in part of the business.<br><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Right as TikTok became the biggest thing to hit social media, it also became the&#8230;<\/p>\n","protected":false},"author":291,"featured_media":32521,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6765],"tags":[],"class_list":["post-38148","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-movers-and-makers"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why You Need Contingency Plans in Case TikTok Gets Shut Down - Social Media Explorer<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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