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Social Media Marketing

TikTok & Congress: What Marketers Need to Know About the Potential Ban

AMA Baltimore
March 26, 2024 |
3 minute read

On Wednesday, March 13th, 2024, the U.S. House of Representatives voted on a bill that could potentially ban TikTok from American app stores. The vote passed almost unanimously, with both sides of the House sharing concerns that the video-sharing app could be a possible national security threat being owned by a China-based company. 

Recent upticks in political tensions felt between the U.S. and China have contributed to the concern, with many Representatives worrying that the app could be used to access critical American data and spread false information. 

Since the legislation was passed in the House, it has now moved to the Senate where it will face another vote. If a majority votes in favor of the bill, it will head to President Biden’s office, where he has already indicated he will vote toward a banning of the app. If this bill is signed into law, TikTok will have six months to fall under new ownership that is deemed satisfactory by the U.S. government, and if not, the app will be removed from American app stores. 

This news has sent marketing professionals into a spiral, seeing as TikTok is one of the most popular and profitable social media apps. Everyone, from small businesses to teenagers just looking for entertainment, has seen great amounts of success. 

So, what does this look like moving forward? 

Well, good news – it is predicted that it will take significantly longer for the Senate to vote on this legislation than it did for the House, so for the time being, TikTok is still up and running. 

Here’s how to make the most of the waiting period: 
  • Continue to run strategy as you normally would. Create content, engage with your audience, and discover new ways to optimize your presence. Just as you normally would! 
  • Stay informed, but don’t panic. Make sure you find a news source you trust to stay informed on any new developments. While it is important to stay up-to-date, you don’t have to go into a panic to do so. 
  • Keep your audience informed. While this news is important for those of us creating content, it is equally important for those consuming our content. Keep your audience updated on the situation and how you plan to move forward. 
  • Explore and refine your strategy on other platforms. In the event that TikTok is banned or removed from American app stores, make sure you have a plan to adjust your strategy. This could be the time to explore and/or optimize your presence on other social media platforms. Let your content on TikTok point to other platforms and encourage your audience to engage with your other accounts. 

It is not very often that the world of government and social media marketing intersect, but in cases like this, it is important to stay informed and consistent. Remember, providing value to your audience is the first priority. Keep yourselves and your audiences as updated as you can, but let your content speak for itself. Don’t be afraid to keep being the AMAzing creators you are!

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AMA Baltimore

The American Marketing Association Baltimore Chapter (AMA Baltimore) is Maryland’s leading provider of networking, educational programming, and resources for marketing professionals. AMA Baltimore provides extensive opportunities for marketers to expand their networks, grow professionally and learn about current industry trends.
The American Marketing Association Baltimore Chapter (AMA Baltimore) is Maryland’s leading provider of networking, educational programming, and resources for marketing professionals. AMA Baltimore provides extensive opportunities for marketers to expand their networks, grow professionally and learn about current industry trends.

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