TikTok, Time’s Up

Article Last Updated: January 14, 2025 

Since Spectrum Science first started this coverage back in April, the Supreme Court appears ready to uphold the ban on TikTok in the United States. Pending executive orders or congressional action, new users will not be able to download TikTok from the Apple or Google app stores, service providers will not be able to provide support, and existing users will not be able to update the app starting on January 19th. The 170 million users in the US will still be able to use the app because it is already downloaded on their phones, but it will slowly become obsolete overtime without bug fixes or app updates. This marks a significant shift in the social media landscape.
 

The pharmaceutical and biotech industries have traditionally been cautious in adopting emerging platforms like TikTok, but the impact of this ban will still resonate across our sector. 

Why This Matters 

TikTok’s meteoric rise offered a unique avenue for brands to engage with a tech-savvy audience through creative, short-form video content. The viral nature of the platform put brands and individuals on equal footing; any account could reach huge audiences if their content resonated with users.   

170M US users represent ~50% of the US population. This hoard of people is/were highly engaged and active on the platform. Data suggests that average users open the app over 10x per day, and they average 95-minutes on the app throughout the day. Over time, this ban could usher in a massive attention shift.  

Shifting Focus to Established Platforms 

With TikTok’s pending exit, user attention is expected to revert to established platforms such as Facebook, Instagram, and YouTube. These platforms have already integrated features that mimic TikTok’s short-form video content—Instagram and Facebook with Reels and YouTube with Shorts—catering to the audience’s appetite for engaging, bite-sized video content. This creative style is not going away.  

Implications for Marketers 

The migration back to these platforms presents both challenges and opportunities for marketers: 

Content Opportunities:  

• The creative style popularized by TikTok—authentic, trendy, video—have been adopted by other platforms. Brands must adapt their content strategies to align with these trends, emphasizing concise and engaging messaging while adhering to regulatory standards.  
• Make sure you have downloaded all your TikTok videos so you can publish them to YouTube Shorts and integrate them into your Instagram and Facebook Reel posting strategy.

Influencer Opportunities:  

• The demographic that favored TikTok is likely to seek similar creator-led experiences elsewhere. This serves as an opportunity to re-set influencer marketing partnerships with creators looking to establish themselves back on Instagram, Facebook, or even YouTube Shorts. Paid amplification of this content will help ensure the right audiences are still seeing this content in their feeds.  
• Ensure all current TikTok partnerships are cancelled prior to January 19th.  

Advertising Opportunities:  

• The re-consolidation of user bases on platforms like Facebook and Instagram may lead to increased competition for ad space as brands re-calibrate their marketing budgets. Brands should be prepared for potential shifts in advertising costs and strategize accordingly to maintain effective reach and engagement. 
• Ensure that all TikTok ads are paused prior to January 19th.

Measurement Opportunities: 

• Make sure all backend data has been downloaded so you can have historical performance records. It is unclear if API connections will remain active; ensure any live dashboards are archived.   

Looking Forward 

The TikTok ban serves as a reminder of the ever-evolving nature of social media and the importance of agility in digital marketing strategies. This is an opportune moment to reassess and innovate the approach to social media engagement, ensuring that we effectively connect with our audiences on existing and emerging platforms. Contact us to see how Spectrum Science can help you navigate this pivotal marketing moment.