Now that Google has ended the “cookiepocolypse,” it’s time for TikTok to take up the mantle. With the impending shutdown of TikTok on US soil, I’m dubbing this the “TikTokpocolypse.” I mean, what is digital marketing in the 2020s without some impending doom?
If you’re not up to speed: While Congress typically can’t agree on much, they all agree that TikTok is dangerous and must be stopped. Now this isn’t because of the endless hours wasted by Americans mindlessly scrolling through short video clips…it’s because of China’s potential ability to harvest data on US citizens and manipulate public opinion. That means that TikTok has been ordered to spin off it’s US operations to a US owned subsidiary or cease US operations in on January 19, 2025. While this may seem far fetched to actually happen, no one in the US Government seems willing to intervene and we’re now mere hours from the axe falling. No matter where you fall on the politics of the issue, there are very real implications for an entire economy of digital ads, brands, influencers and purchases that are now dependent on this platform. Once you get past navigating around the immediate loss of this platform, here are the lessons digital advertisers should be learning from this this new threat to the digital ecosystem.
- Be Platform Diverse – With every shift in media, someone always proclaims the “death of XYZ platform.” Or medium. Or tactics…you get the picture. Outside of some specific instances (newspapers, I’m looking at you), this is rarely the case. What usually happens is that the concentration of viewers on that platform decreases. That means advertisers must be strategically talking to consumers on more than one platform. Our parents told us: “Don’t put all your eggs in one basket,” and the same rule applies here. Make it a strategic goal to find your customers on platforms or media types you’re not using. Since the average consumer is reported to use 6 to 7 platforms a month, there is plenty of opportunity to reach your customers. If TikTok was just 1 of 5 platforms you’re using, the loss of it has a lower impact than if it’s your only platform.
- The Government Will Legislate Digital Activities Even More in the Future – This is a canary in the coal mine moment. Privacy, targeting, content…you name it…the government is likely to be more involved in the future, not less. I think that privacy is likely to get the largest amount of attention, but the impacts of that alone are large. So much of what digital advertisers do is tied to following people around using third party data in an un-permissioned environment. The best way to prepare is to build a robust first party data strategy. Our clients are leaning into martech built to help them know their customers and create a relationship with consumers while they are still prospects. Platforms like marketing CRMs and CDPs are becoming essential tools to prepare for a more privacy focused world. This data allows you to have even deeper relationships with your customers that are platform independent.
- Remain Agile – Above all else, being a marketer in 2025 requires flexibility. In a world where platforms rise and fall, algorithms change overnight, and consumer behaviors shift with unprecedented speed, being agile means thriving amid constant change. Sometimes changes are small and require slight adjustments OR are major and mean full course corrections. It’s about staying informed and proactive, leveraging real-time data to make swift decisions while keeping long-term goals in focus. Embracing experimentation and testing new ideas or platforms need to be a part of your strategy as well. Sometimes we get TOO focused on pure bottom line returns and while trying to squeeze every bit of efficiency from the marketing spend, we don’t reserve some dollars to try new things. These types of activities are what keep campaigns fresh and brands relevant. As technology and cultural trends continue to reshape the digital landscape, successful marketers will be those who see change not as a challenge but as an opportunity to innovate, connect, and lead in an ever-evolving marketplace.
It’s a wild digital world out there, it always has been and always will be. Take a moment and use this latest change to evaluate how you can keep getting better and be ready no matter what happens. If there’s one thing we should know…this surely isn’t the last change we’ll see.