How Campaigns & Non-Profits Can Navigate TikTok Uncertainty

The Key: It's all about diversifying your reach

Nobody knows exactly how the United States' TikTok ban will unfold and what implications this may have on social media in 2025. However, what we do know is that TikTok will continue to be a major cultural force at least until the end of 2024.

With nearly 150 million Americans still using TikTok on a daily basis, organizations aiming to be well-positioned online in 2025 should stay engaged on the platform while also diversifying their vertical video content across Instagram Reels and YouTube Shorts. Regardless of the ongoing debates over TikTok, we are already seeing campaigns and organizations, including Biden For President, adopting this strategy.

With or without TikTok one thing is clear: vertical video is where it’s at. When India banned TikTok in 2020, we witnessed users swiftly migrate to Instagram Reels and YouTube Shorts. Presently, Instagram Reels now accounts for 50% of time spent on the app, and YouTube Shorts has 1.5 billion active users monthly. Making it clear that no matter what happens with TikTok, vertical video is a cornerstone to connecting with your audiences online. 

In March, we noted that social media use in the United States is decentralizing. In April, Threads surpassed X in daily active users. We are entering an era of social media where users selectively choose the apps they want in their lives. The potential TikTok ban is just another element of this uncertainty. By leveraging multiple channels, expanding your reach through creators, and making strategic use of paid media, you’ll connect with more voters than ever.

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Curious about The Creator Pyramid? Don’t miss our blog on creating the perfect influencer marketing mix.  

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Before we go, we want to express our gratitude for winning two Gold Pollie Awards for our work with the Governor Beshear Campaign & Inseparable! Thanks to our partners and The American Association of Political Consultants for all your support.