When TikTok Pauses, PR Pro’s Pivot.
For PR professionals, "pivot" is our last name. Over the weekend, and in the 15 hours TikTok was gone for, that's exactly what we prepared to do. That brief absence wasn’t just a wake-up call; it was a full-blown fire drill for an industry built on staying ahead of the curve.
Here’s what I learned from TikTok’s momentary vanishing act, how it has reshaped public relations forever, and what PR & Communications professionals might face if this ban becomes permanent in 90 days.
The 15-hour TikTok ban reminded PR professionals of a painful truth: relying too heavily on a single platform is risky business. Here’s how the best in the business are pivoting:
Diversify Your Digital Footprint: If TikTok disappeared tomorrow, could your brand’s strategy survive? PR professionals are doubling down on platforms like Instagram Reels, YouTube Shorts, and even experimenting with emerging players like Clapper. I don’t know about you but was anyone else’s Instagram feed full of reels for those 15 hours? Everyone was in pivot mode.
Invest in Owned Media: No one can ban your website or email list. By building a strong foundation of owned media, brands maintain control over their message, no matter what happens in the social media world.
Stay Crisis-Ready: The TikTok ban was a reminder to always have contingency plans. PR teams that had backup strategies were able to pivot immediately, keeping campaigns on track and jumping over to different social platforms to be the first reaction/ voice.
The 90-Day Countdown: What’s Next?
If a buyer doesn’t step up within the next 90 days, TikTok could face a permanent U.S. ban. Here’s how PR professionals can prepare for a future without TikTok:
Monitor Emerging Platforms: Platforms like Lemon8 and Clapper are vying to fill TikTok’s shoes. Keep an eye on them, but remember that no single app can replicate TikTok’s cultural grip-yet.
Emphasize Community: TikTok’s strength lies in its ability to build communities through shared interests and trends. Brands must now find creative ways to foster that same connection across multiple channels.
Lean Into Long-Form Content: As the short-form content landscape evolves, don’t underestimate the power of in-depth storytelling on platforms like YouTube, and even LinkedIn. Lots of creators were preparing for this shift by creating YouTube channels 24 hours before the ban went into commission.
Even if TikTok survives this challenge, its influence on PR is undeniable. It’s shown us the value of agility, the importance of authentic connection, and the power of creativity in enhancing engagement.
As PR professionals navigate the uncertain future of the platform, one thing is clear: brands who can adapt, innovate, and embrace change will not just survive-but succeed. If this short-lived TikTok ban taught us anything, it’s that in PR, the music never stops. We pivot and carry on.