The social landscape is going to change this week, here is a handy guide to navigating successfully for your brand.
So what is actually happening?
Status:Ā TikTok will go away on 1/19Ā šØ.Ā Read the latest hereĀ ā
Itās technically still possible this week,Ā but someone buying TikTok looks unlikelyĀ (but wait, did Elon enter the chat?)Ā Learn more about this potential sale here ā
So what is going to happen on 1/19?
Your phone will still have the app, butĀ it will likely be removed from the US App store,Ā therefore it will slowly stop working as you will no longer be able to update the app (For reference, TikTok updates the app a few times a month, so it will most likely render itself unusable sooner than later).Ā Learn more hereĀ ā
In factĀ āĀ you should delete the app entirely.Ā Since TikTok can no longer be updated,Ā this introduces a new security threat. Keep it safe, and delete the app ā itās not like you can enjoy it anyways! š āāļø
Prepare for the ban with these tips:
No matter the outcome, let your audience know where to find you š
We suggest using this week to post on TikTok alerting your fans where to find youĀ (like Instagram). A quick post can suffice, or a dedicated video with a personal sentiment could create a bigger migration over to Instagram.
People are not guaranteed to follow you on Instagram, but users are savvy and we are all in the same boat š¶ā put in your best effort to let people know where they can find you!
Make sure your Instagram is linked in your bioĀ + on your Linktree for easy access.
Respond to recent comments from fans telling them that they can expect the same content on your Instagram and to follow you there.Ā This personal touch is nice and can garner more crossover of followers.š«¶
Youāre going to want to download this ā¬ļø
Download your audience data from TikTok.Ā You can do this in your analytics view. So you can keep it for reference!
Download your content and back it up.
You can do this through a few different apps, but we recommendĀ Repurpose.io.Ā Set up workflows to download your content to your Google Drive and repurpose + post your TikTok videos to a new account like YouTube shorts. For a small fee, itās a lifesaver.
āBut I still have content to post!ā Itās okay! We recommend:
If you have a campaign running, influencer partnerships, or content in drafts you want to use ā post them! Also, stick to any contractual obligations you have for posting this week.Ā Just be aware that engagement might be down due to people leaving the app ahead of 1/19.
This is a great time toĀ begin cross-posting your TikTok contentĀ on other platforms and to start making the switch.
We donāt suggest starting new campaigns, series, partnerships or VIP (very important posts)Ā on TikTok this week. Itās time to let go šļø
Some great things can come from this
Itās time to get to know your audience. Again š
Take this time to throw a lot of different things at the wall and see what sticks and attracts new followers.Ā This can be in the form of a new platform for your brand (like YouTube shorts), or trying new messaging and styles on Instagram. During times of uncertainty, anything goes!
This could look like:Ā posting a mixture of TikTok humor, carousels and different messaging on Instagram and mixing up your content calendarĀ for a bit to test and learn. Make it fun!
Trial Reels on Instagram is a great way to test and learn:
Trial ReelsĀ is a new update that is a way for you to post videos to people who DONāT follow you (yet!).
This is a great way to test messaging and contentĀ without filing your public-facing feed with duplicative content or information that your current followers already know.
Our suggestion:Ā Take your tried and true top posts / messaging, and repost as a trial. You can slightly adjust messaging, sound, or clips, and see which are resonating with new people. Throw on a trending song and see how far it can reach with this fresh approach!
Smarter, not harder: Itās okay to repurpose TikTok content!
BUT, letās do it in the best way possible.Ā It is best practice (on any platform) to use the native features like text and music.Ā While you can reuse a video you already have, we suggest editing it in Instagram and adding text, closed captions, music, ect. To appease the algorithm.
This is also a great time toĀ get to know the Instagram explore page again.
The platform has changed, but behaviors have not:
Discovering new brands and shopping on social is a habit social users have burned into their brains.Ā This isnāt going to change anytime soon. In fact, there is just more room for people to buy your products on Instagram now that TikTok shop is going away. Make sure you have iG shopping set up if not already!Ā See how here ā
Maybe this is a good time to look at your packaging so that it is as eye-catching as possible, rework your social strategy for growth, or make sure your website is easy to shop.Ā We can help ā
People still want to be entertained!Ā Make them laugh, provide value, try new things, be educationalā¦there is no limit to how you can entertain your audience and make the most of the platforms we have access to.
Keep an eye out for NEW š
Instagram has someĀ fun updatesĀ coming upĀ (likeĀ tabs in the feed instead of highlight bubbles), YouTube shorts will most likely rise due to the similar explore page as TikTok, and more apps will be coming out. This is an exciting time! Just keep your apps updated to make the most of them.
Keep an eye on:
-
Lemon8Ā ā A similar app to TikTok that utilizes video, but it is owned by ByteDance, the same owner as TikTok so issues may arise here as well in the future.
-
BlueskyĀ ā An online community forward app that lets you control what content youāre getting served, while keeping your socials streamlined.
-
NeptuneĀ ā This app is allegedly similar to TikTok, but with lots of capability to rewire your explore page, promote community and enjoy art without the ads. The catch? Itās not out yet, but people are trying to propel it to launch sooner.
-
If you havenāt already, start uploading onĀ YouTube shortsĀ from your already posted TikTok content ā you can do this viaĀ Repurpose.ioĀ while you sleep š
How we can help!
As we begin a new year, and a new social landscape, P+W is here to help with all things strategy and content.
Maybe you want to try a new look? Maybe your Instagram needs a new tone of voice and road map? Maybe your product needs some new flashy packaging to catch eyes on social? We are the team for you š„
Signing off in a post-TikTok world,
P+W