In the fast-moving world of social media, TikTok has carved out a spot as the go-to platform for everything from viral dances to bite-sized life hacks. But across the pond, TikTok is facing a potential ban in the United States this January, sending shockwaves through the influencer marketing industry. While the UK isn’t directly in the firing line, there are ripple effects that no marketer should ignore.
So, what’s at stake? Let’s break it down.
The Domino Effect: Could the UK Be Next?
The US government’s concerns about data security and privacy have triggered the potential TikTok Ban, and similar anxieties aren’t unheard of in the UK. If TikTok’s fate hangs in the balance stateside, British regulators might scrutinise the platform more closely. Brands and creators in the UK could face disruptions, even if a ban doesn’t happen here.
But let’s not panic just yet. The platform’s meteoric rise and enormous influence make it hard to imagine a world without it — even in the US. However, savvy marketers should always have a plan B. More on that in a moment.
The Influencer Economy: Shifting Sands
TikTok is the ultimate playground for creators, with its algorithm making stars out of seemingly ordinary people overnight. If the platform were to vanish in a major market like the US, the influencer economy would undergo a seismic shift. Brands might pull their budgets away from TikTok, reallocating funds to Instagram, YouTube, or even emerging platforms like BeReal.
For UK marketers, this is a wake-up call to diversify. An over-reliance on any single platform is a risky game, as trends (and government policies) can change in a flash.
Opportunity in Chaos: The UK Advantage
While a US ban might seem like bad news, it could also create opportunities for UK-based brands and influencers. With fewer global competitors vying for attention on TikTok, UK creators could shine brighter, especially as international audiences look elsewhere for their TikTok fix.
Moreover, if American brands are forced to pivot, they may seek partnerships with creators in less-restricted regions. This could open doors for UK influencers to work with US-based brands keen to maintain their global footprint.
What Should UK Marketers Do Now?
- Futureproof Your Strategy: Don’t put all your eggs in TikTok’s basket. Diversify your influencer campaigns across platforms.
- Keep an Eye on Emerging Platforms: Today’s upstart could be tomorrow’s TikTok. Staying ahead of trends ensures you’ll never be caught flat-footed.
- Strengthen Cross-Border Connections: Position your brand and creators as ready-made solutions for US companies navigating new challenges.
- Focus on Owned Channels: Use this as a reminder of the importance of building audiences on channels you control, like email newsletters and branded content hubs.
The Bottom Line
A potential TikTok ban in the US is a stark reminder of how fast the social media landscape can shift. For UK marketers, it’s both a cautionary tale and a chance to seize new opportunities. By staying agile and forward-thinking, brands can turn potential disruption into a competitive edge.
As the saying goes, the only constant is change — and in the world of social media, that change is often only one swipe away. If you’re concerned about your influencer strategy,
Highlight has a wealth of experience working with creators across multiple platforms and can help you navigate and futureproof your 2025 influencer marketing plans.