***EDIT – Tiktok has actually been reinstated in the US. But please read the original post below as it may still be relevant.
Happy Weekend.
I understand this topic is a little different from the non-standard housing posts you signed up for. But I would like you to indulge me for a little while, which is exactly why I will keep this blog post as direct and as brief as I can.
Maybe you own small businesses, side hustles, or know people who do. So this could be relevant for you too.
To Summarise…
Yesterday (Friday, Jan 17) the United States Supreme Court upheld a law banning the app in the US unless its China-based parent company, ByteDance, sold the platform by Sunday. Simply put, the law says ByteDance must sell the US version of the platform to a neutral party to prevent an outright ban.
The US government argues that the app is capable of collecting users’ data beyond what they look at on TikTok, and this could ‘help China undermine US national Security’. So by enforcing this ban, they are acting in the interests of their citizens – or so they claim.
I’ve never been a fan of Tiktok, but even I can smell that this is about control. But this is not why you signed up to My Little Home.
Given the large size of the US market and its great influence on global consumer ‘culture‘, it’s not crazy to assume that the ban may have future roll-over effects for Irish businesses and customers if it goes through.
Here are some considerations:
1. Shift in Global Social Media Marketing Strategies.
Reduced TikTok Advertising Competition.
Tiktok is banned only in the US, not in Ireland. If lucrative US-based advertisers pull out of TikTok, this will lead to less competition for ad space on Tiktok. For Irish-based businesses, this creates an opportunity to advertise at potentially lower costs, allowing Irish businesses that have a Tiktok account access to a more engaged audience in Ireland and Europe.
Increased Ad Competition on Other Platforms.
With TikTok restricted in the US, advertisers may now move to other platforms like Instagram Reels, YouTube Shorts, or Facebook – thereby reducing the amount of ad space available on those platforms. This could increase the prices of ads on those platforms, and could affect your social media marketing strategy.
2. Impact on Influencer Collaboration
Reduced TikTok Influence
With the US being the largest global consumer market, a US Tiktok ban could negatively impact Tiktok’s global influence, especially in terms of trends and content originating from the US market.
For an Irish-based small business, this presents an opportunity to focus on local and European audiences, where TikTok’s reach remains strong. With no US competition on the platform, Irish businesses can maintain relevance, stand out and/or remain impactful within their niche.
Emerging Local Influencers
Simply put, this shift might open opportunities for upcoming Irish influencers and businesses to grow their audiences and create more focused, localised campaigns in Ireland and greater Europe.
3. Audience Behaviour Changes
Increased Traffic to Alternative Platforms
In a mass show of retaliation, a huge number of disillusioned US tiktok users are now moving over to Chinese Xiaohongshu (Rednote). Irish audiences influenced by their favourite influencers might also migrate to the Xiaohongshu in order to engage with them.
Instagram, Facebook and YouTube, might also witness a sudden increase in subscribers.
Content Diversification Needs
As TikTok’s influence shifts, investing in Instagram Reels, YouTube Shorts, or Facebook can help tap into audiences who might migrate to these platforms. Diversification also ensures that small Irish businesses are not too reliant on a single channel for engagement and traffic.
So by creating versatile content that works across multiple platforms, they can reach a broader audience while adapting to changes in digital marketing influenced by the TikTok ban. Just saying.
4. Opportunity to Capitalise on TikTok’s Irish Presence
TikTok has a data centre in Ireland. This gives Tiktok a significant European presence.
If TikTok strengthens its European focus, it could become a more robust platform for reaching Irish audiences, making it a prime space for promising Irish small businesses.
5. Potential Changes in Consumer Sentiment
Concerns Over App Security
With the ban rooted in ‘privacy and US national security issues’, cautious Irish consumers may become concerned about TikTok or other platforms. This could influence how they engage with businesses online, including yours.
Trust Signals
Emphasising privacy and security in your marketing (e.g., secure checkout, data protection policies) could resonate well with your audience.
6. Broader Trends in Social Media Regulation
Ripple Effects in Europe
The TikTok ban in the US could create ripple effects in Europe, including Ireland, as governments and users scrutinise the platform’s security and data practices. This might lead to stricter regulations or even a decline in TikTok usage in Ireland. This could impact Irish businesses that rely on TikTok’s unique algorithm – which rewards user engagement over follower count for audience engagement.
For Irish businesses, this means anticipating potential shifts in social media trends and user behaviour. Platforms like Instagram Reels and YouTube Shorts may become even more popular, requiring content strategies to pivot accordingly.
Stay adaptable and stay up to date with news updates.
Recommendations.
- Monitor Platform Trends – Watch where your target audience shifts their attention, and adapt your marketing strategy accordingly.
- Diversify Content – Expand your content to platforms like Instagram Reels, YouTube Shorts, and Facebook. Leverage TikTok-like formats to reach your audience.
- Engage Locally – Collaborate with Irish-based influencers who may see growth as global shifts affect platforms.
- Emphasise Trust – Highlight your website’s credibility, secure payment options, and transparent data policies to align with shifting consumer priorities.
While the TikTok ban in the US doesn’t directly affect our beloved Irish small businesses, the ripple effects could shape its marketing strategies, and this would require a lot of flexibility and adaptation.
Read more HERE.
