UKRAINE – 2024/01/10: In this photo illustration, Perplexity AI logo is seen on a smartphone and on … [+]
It seems we’ve reached a new chapter in this epic TikTok ban showdown, as Perplexity AI rides in on its algorithmic Pegasus, proposing a merger that would, essentially, allow the company to walk away with a $300 billion valuation. Forgive me for cutting to the chase, as consequences are often glossed over in the pursuit of a shiny payout. Perplexity AI would merge with TikTok US to become a new company called “NewCo.” ByteDance, TikTok’s parent company, wouldn’t cut ties completely, but a newly formed U.S. board of directors would have complete control over the user data and national security information serving as the catalyst for this brouhaha. As former Treasury Secretary Steven Mnuchin previously said, “The technology needs to be disconnected from China … There’s absolutely no way that China would ever let us have something like that in China.”
ByteDance will keep the valuable proprietary algorithm that makes TikTok addictive, suggesting the remaining watered-down TikTok may not be as effective as companies told me earlier. But, everyone would make money! When the new NewCo goes public with a valuation of at least $300 billion, the U.S. government gets to sweep in like an ex-spouse and receive half, without getting any voting rights or a board seat. This, apparently, was the Trump administration’s idea. Ivana Trump really taught The Donald well. ByteDance’s existing investors would also get an equity stake in the new structure but must stay silent while the U.S. board runs the show.
Alas, I promised I wouldn’t allow my former college years of studying politics to interfere with my current business years of helping brands and marketers create stakeholder value, so we’ll stick to what all of this means for marketers. And that is, whether TikTok stays or goes, without that juicy, juicy algorithm ByteDance doesn’t seem willing to part with, the app is never going to be the same. In this final article of this series, I connected with a few brands, marketers and content creators on what they plan to do when the bell tolls for TikTok as we’ve known it.
Perplexity AI’s TikTok Bid Suggests A Lesson: Diversify and Thrive
A message welcoming users back and thanking US President-elect Donald Trump on the TikTok app on a … [+]
Resilience lies in diversification, which should be the clear lesson from this saga. It’s what Perplexity AI obviously has in mind in this pursuit of TikTok’s fair hand in merger. But with TikTok’s future still in doubt, brands and creators are taking proactive steps to safeguard their visibility and engagement, amping up their strategies across the good old American standbys of Instagram Reels, YouTube Shorts, and LinkedIn.
“We’ll be shifting focus to other platforms like Instagram Reels and YouTube Shorts, which offer similar short-form video content. We’ll also ramp up efforts to grow email lists and direct traffic to author websites, ensuring that we maintain a direct line of communication with the author’s audience. Additionally, we’ll be exploring more in-person events and collaborations that can help sustain visibility and engagement in the absence of TikTok.” — Andrea Burnett, Founder, Andrea Burnett PR
“We’ll tell you what we tell our small business customers, it’s not about the platform—it’s about impact. For us, it’s understanding where small business owners need guidance and meeting them there. We are active on key platforms like Meta, YouTube, and LinkedIn where small business owners are asking questions, exploring ideas, and looking for resources to start and grow their businesses. Our goal is to join those conversations in meaningful ways, offering guidance and tools that make a real difference.” — Renee Austin, Managing Director, Head of Growth, CIVIC Entertainment
“TikTok has been a tool in our overall strategy for all of our clients, but here’s the thing—we’ve seen platforms rise and fall, so we never put all our energy into a single platform. That’s why we take an omnichannel approach for our clients. We lean into the platforms that are delivering results, but we always ensure content is shared across multiple channels. We try and control what we can, and when it comes to some of these social media platforms, things can change at the drop of a dime. Flexibility is the key.” — Max Lowy, Co-Founder, Attention Trading
“We are planning to embrace shifts from all social channels—people will create similar content using Instagram Reels. We expect some momentum on YouTube with longform videos but also with YouTube Shorts. Within the influencer community, we are observing some trends of creating more personal influence tactics like creating a Substack, a personal website, creating zines and podcasts.” — Maria Schnepf, Social Strategist, GreenRubino
“Our brand was not born in TikTok but it allowed us to create more humorous content and connect with more just engaged or soon to be engaged couples. It also was a great tool to understand the zeitgeist and Gen Z. Our YouTube channel has grown steadily and it is the closest in format and vibes to TikTok. We were already planning investments in our YouTube content and outreach, so we will double on that.” — Severine Ferrari, Founder and Editor-in-Chief, Engagement 101
With TikTok in Flux, Perplexity AI Isn’t the Only Solution
The Xiaohongshu, left, and Lemon8 applications in the Apple Inc. App Store arranged on smartphones … [+]
While we wait to know if Perplexity AI has offered an attractive enough dowery for Daddy China to allow the TikTok marriage, marketers are already scouting the next frontier. Emerging platforms like Red Note are getting a closer look, while stalwarts like Meta, YouTube and even Snapchat are seeing renewed attention. The game now is adaptability. Smart marketers know thriving means following the audience wherever they might go next.
“My immediate focus will be on diversifying Grip Baby’s digital presence and reallocating media budgets strategically. I’m also exploring emerging platforms like the Chinese app Red Note, while reinforcing our presence on other established channels. Additionally, building our owned media—like email marketing and website-driven campaigns—will become an even greater priority. While this transition isn’t ideal, resilience and adaptability are essential for navigating these uncertain times.” — Ally Weiss, Founder and CEO, Grip Baby
“We’ll continue and expand our work on Meta, X, YouTube, and Snapchat while exploring and experimenting with any newly launched platforms. The key for us will be speed and adaptability—testing, learning, and iterating across multiple platforms to learn what resonates. I believe creator content will remain at the heart of any transition. Creators and influencers’ ability to move audiences is undeniable—if we follow them, we’ll find conversion.” — Griffin Haddrill, Co-Founder and CEO, LV8
“For now, my focus will shift to Instagram, Twitter, Snapchat, and YouTube, but I know it won’t be the same. TikTok’s algorithm was unique in how it promoted content, and creators will likely have to post much more frequently on these other platforms to achieve even a fraction of the same reach. While this is a major setback, I feel fortunate that I’ve been consistent across multiple platforms. I’m also working to grow my email list and prioritize building traffic to my website so my business isn’t as reliant on any single platform in the future. That said, it’s hard to imagine other platforms filling the gap TikTok is leaving behind, especially for creators and brands that relied solely on it.” — Amariah Morales, Founder, Chumami Apparel
Perplexity AI May Save TikTok, But Resilient Brands Plan Beyond It
Toronto, Canada – September 24, 2023: Popular social media apps on an Apple iPhone: Facebook, … [+]
For some brands, TikTok has been a powerful tool, but never the entire playbook. These brands have always played the long game, prioritizing audience loyalty over platform dependency. They understood from the beginning that diversification is the only way to hedge your bets, building out relationships across multiple platforms. One even turned to Zoom to meet their customers where they were — in front of their screens, ready to directly share their passion for the brand. Even if Perplexity AI is able to seal a deal, this should be the end goal for every marketing strategy: find your customers everywhere they congregate, but have an exit strategy should they move to a new watering hole, whether voluntarily or not.
“We were ahead of the curve and built substantial followings on Instagram, Facebook, YouTube, Snapchat, and Pinterest well before this. We’ve never been reliant on one platform because we know how important it is to diversify. Our community goes beyond TikTok—they’re incredibly loyal and follow us wherever we go, whether it’s through social media, our podcast, or even our newsletter. While TikTok has been amazing, our strategy has always been about creating a cohesive brand presence that connects with people across all platforms.” — Kim Murstein, Creator, EXCUSE MY GRANDMA
“TikTok was our main platform when we launched The Hair Lab. We used to exclusively create content on TikTok and only partner with TikTok influencers who had built strong audiences on that platform. However over the past year we’ve gradually balanced the amount of content we create on the platform and spread our partnerships across both TikTok and Instagram to lessen our dependency. When it was clear the app was going to be banned, we felt comfortable that most of our audience on TikTok had followed our other social profiles, but of course we dreaded that our outlet for funny, trendy, and authentic content had been lost.” — Eric Delapenha, Founder and CEO, The Hair Lab and The Body Lab
“Instagram has been a significantly stronger platform for us as a brand, both in organic content and paid advertising. This year, we’ve emphasized the importance of direct communication with our customers. For instance, hosting Zoom town halls to launch products has been incredibly impactful in strengthening customer connections. These events have offered invaluable one-on-one feedback from our supporters.” — Jonathan DeGroot, CEO, Thirty Years
The Rise, Fall, and Reimagining of Social Media: TikTok’s Place in the Cycle
Moscow, Russia, 18-02-2021: clubhouse app icon on smatphone screen surrounded by other social media … [+]
As I parsed through the comments I received, one insightful viewpoint caught my attention from Erica Ford, CEO and Founder of LIFE Camp, Inc., a nonprofit organization providing comprehensive services towards interrupting cycles of violence and supporting individuals impacted by trauma. Ford knew TikTok before it became TikTok and has seen firsthand what a powerful change agent TikTok can be in building momentum for grassroots movements.
“We worked with the platform in its early days as Musical.ly to help launch it to the world,” Ford shared. “During our All In For Peace campaign, we brought people together on Musical.ly to promote peace, live peace, and carry out peace. It was an all-day marathon of connection and inspiration, using the platform to unite communities and amplify our message. That early collaboration gave us a foundation to grow, and today, LIFE Camp has over 123,000 followers. TikTok has become an integral part of how we reach and engage young people, especially those who may feel disconnected from traditional outreach efforts; and how we spread our message of peace in creative, relatable ways that resonate with today’s youth.”
That early collaboration with TikTok’s predecessor played an important role in LIFE Camp’s outreach strategy, allowing the organization to attract partnerships and funding to expand their mission. But what happens if TikTok disappears?
“If TikTok were banned, it would definitely be a challenge,” Ford admits. “Losing it would mean finding new ways to replicate that magic on other platforms, but it won’t be easy. Platforms like Instagram, YouTube, and emerging technologies would become more critical, but none offer quite the same organic connection that TikTok does.”
The potential TikTok ban unfortunately is all par for the course in the world of digital marketing. Remember Myspace, anyone? It wasn’t banned, but it did disappear. Like Friendster. And Google Plus. And Vine. And while the bell still hasn’t quite fully tolled for thee, it took my typing “what’s the audio app everyone was using during covid?” into Google before I could remember it was called Clubhouse.
“We have been in business for almost 14 years and from YouTube to Bluesky, have seen the rise of nearly every social platform,” recalled Gabe Gordon, Co-Founder, Reach Agency. “TikTok has, by far, had the most impact on our business and the work we do with clients over the past 5 years; from the emergence of a new creator class to the creative that is produced by the platform itself. True influence doesn’t have a follower count, just as true audience reach doesn’t rely on a single platform. Marketers should leverage TikTok as long as legally possible and always keep a balanced strategy and flexibility across platforms. Having been through two bans since 2020, brand marketers should have their playbook in place should a ban be implemented.”
Well, Perplexity AI, all hope now rests with you. Or will it be Oracle, whose name has been floated as a possible acquirer since 2020, when the politicians began sounding the alarm of what China could possibly do with all of the information Meta already has! Alas, I must once again sidestep the political theater and focus on how marketers must rethink their playbooks. Because no matter who swoops in to save TikTok (or not), without ByteDance’s algorithm, the music might keep playing, but the dance is undoubtedly over.
