Photo Courtesy: DAN KITWOOD/GETTY IMAGES (Source: Hollywood Reporter)

The strategies mentioned in this paper aim to strengthen a brand’s marketing efforts and can be adjusted to align with another social media platform’s strategy. However, it is crucial to have a deep understanding of how the platform works and what audiences are on it. It is important to remember that each platform is unique, so the strategy should be tailored accordingly. For example, what is successful on TikTok might not necessarily work for Instagram (and vice-versa). Beauty brands should not simply transfer TikTok content or use a TikTok content creator and expect the same impact on a different platform. Instead, the following strategies should be considered such as, skill-building exercises and adapt them to fit the platform that is being targeted. Brands should apply what works and discard what doesn’t if they want to use some of these strategies on another platform.

What would a potential TikTok Ban look like and how would it impact the beauty industry?

For several months, there have been rumors about a potential TikTok ban in the United States over privacy and security concerns. On February 27th, 2023, the White House told federal agencies they had only 30 days to delete the app from all government devices. Other countries around the world followed including Britain, Canada, France, and Australia (Maheshwari and Holpuch, 2023). Lawmakers in the United States are concerned that TikTok and its Chinese parent company, ByteDance might put sensitive user data in the hands of the Chinese government. In addition, there are also worries that China could use TikTok’s content recommendations to spread misinformation (Maheshwari and Holpuch, 2023).

How Will a Potential Ban Impact creators, brands, and users:

On March 23, 2023 TikTok’s chief executive, Shou Chew was questioned over the app’s relationship to its Chinese parent company ByteDance, and China’s potential influence over the platform. According to The New York Times, TikTok is used by more than 100 million Americans. Many beauty brands and content creators have found great success on the short-form video platform. Even if TikTok is banned in the United States, this would likely not take effect for at least another year. This means that TikTok would still be available for awhile longer. However, it is fundamental for brands and creators to have a backup plan if the platform is banned. Many brands and creators have grown to rely on TikTok to grow their online presence, reach audiences, and earn income. This is why it is fundamental for brands and creators to plan ahead and start expanding to other platforms.

If TikTok is banned, this will also impact users. According to an article by Today, “the app has become an integral part of many people’s lives, affecting how they shop, connect with others, and laugh. The app has spurred lifestyle trendsand conversations; pop culture theories and moments— and sparked concerns about mental health and body image” (Greene, 2023). Regardless of how users interact with the platform and the available content, TikTok has altered the lives and behaviors of many users. According to a recent study by eMarketer, when U.S. based respondents from different age groups were asked what short-form video platform they would switch to if TikTok is banned, an alarming 37% (between ages 18-34)and 48% over the age of 55 said they would not shift to another platform. This also exemplifies the major influence that TikTok has over many users. This creates a bigger issue for brands and content creators as this means they could lose a significant number of their followers if and when TikTok is banned.

TikTok has also been a fundamental platform for content creators who have been able to build an online community, earn income, and have found a “sense of purpose” (Greene, 2023). “For content creators, TikTok is more than an app — it’s their life and livelihood” (Greene, 2023). Many users now turned content creators have utilized TikTok to grow their online presence and as a result have been able to earn income through their content. With a ban, this would threaten the economic stability and online livelihood of many creators who have chosen TikTok as their creative outlet. For creators in the beauty landscape such as Koosha Nouri who has over 11K followers on the platform, he credits TikTok for allowing him to gain an online following,

🗣️“Just building [a following] across socials had been so hard in beauty until TikTok gave people a way of entry that felt a lot more non-traditional and organic” (Nouri, 2023). -Koosha Nouri on the role TikTok has played in his career.

Nouri also mentioned that he earns about 70% of his income from the content he posts on TikTok. To learn more about how beauty creators feel about the looming TikTok ban, read the following articles by Glossy and CNN.

Beauty brands will also be impacted given that many have been able to go viral and establish a strong online presence and community on the platform. Many Brands have benefited from TikTok’s algorithm to go viral and drive sales. Such was the case of CeraVe and The Ordinary (just to name a few) that have found great success on the platform.

🗣️ “TikTok is the new epicenter of the beauty world. TikTok-viral beauty products are some of the most coveted items now. Overnight, products that lingered on the shelves can go viral and sell out thanks to one good review that catches fire” (Nesvig, 2022).

Our Recommendations:

With a looming TikTok ban, brands and creators need to consider alternative platforms and strategies that will help them reach their objectives. This paper advises brands and creators to plan ahead and take what they have learned from TikTok (building an online community, creating an online presence, brand personality, etc.) and begin thinking of how their strategies will translate (if at all) to other short-form video platforms such as Instagram (reels), Pinterest, and YouTube (shorts). Brands also need to consider if they need to shorten their marketing strategies and ad commitments on TikTok. For instance, brands should consider the available features on other platforms such as Meta’s shopping ads and retail media for commerce features.

Now is the perfect opportunity for brands (and creators) to brainstorm strategies that might be effective on other platforms. It is important for brands and creators to keep up with the evolving and available features on other platforms to strategize an action plan if TikTok is banned. Brands should also reflect on the challenges and advantages they encountered on TikTok. It is also key for them to keep a close eye on which platforms their audiences are likely to shift to if and when TikTok disappears from the United States. For example, if they realize that most of their followers are likely to utilize YouTube shorts over Instagram Reels, they should then prioritize strategies, content, and engagement efforts to start building their community on that platform.

Brands and creators should learn how audiences are engaging with content on other platforms. For example, what type of content do users like to see on Instagram versus YouTube? This is not to say that brands and creators should stop utilizing TikTok completely, but they need to leverage what they have learned and apply it to other platforms while catering it to the audiences that are present on those.

💬 Tell Us What You Think

If TikTok is banned, what other platform do you think you will get your beauty content from?

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