TikTok has become a valuable platform for education-focused companies to connect with students, educators, and schools through engaging content. However, with the possibility of a TikTok ban still on the horizon, you may be wondering how your strategies could be impacted and in what other ways you can stay connected with your audience.
Read on for a closer look at where the potential TikTok ban stands, how it could affect your outreach in the sector, and what your business can do to adapt.
TikTok—a social media platform that allows users to create and share short videos—has become a major channel for marketers. In fact, Adobe reports that 54% of businesses have used TikTok to promote their brand, posting an average of nine times per month. Despite its impact, discussions about a potential ban have emerged, and it’s important to understand why.
TikTok is owned by ByteDance, a Chinese company, which has raised concerns about data privacy, national security, and user safety among U.S. lawmakers. They fear the Chinese government could pressure ByteDance to hand over data on TikTok’s 170 million U.S. users, according to the BBC. While TikTok representatives insist this isn’t the case, a bill was signed into law, setting the stage for a potential ban on the app.
What does the public think? According to the Pew Research Center, support for a U.S. government ban on TikTok has dropped to 32%—down from 38% in fall 2023 and 50% in March 2023.
While legislation is still uncertain and public opinion generally favors TikTok, the issues go beyond the potential loss of a marketing platform for education businesses. Schools and educational institutions are highly sensitive to student privacy and data security, which has led some to restrict or block TikTok on their networks. This makes it important to recognize the potential impact of a ban, whether at the federal level or simply as an institutional policy.
TikTok has quickly become a popular social media platform for raising awareness, showcasing offerings, and engaging audiences—especially among younger audiences and Gen Z. But what would a ban mean for your marketing efforts in the sector?
There are several alternative platforms and strategies to stay connected with schools, students, and educators.If TikTok is no longer an option, where can you turn? Here are several alternative platforms and strategies to stay connected with schools, students, and educators:
Ultimately, an omnichannel marketing strategy lets you connect with your audience across multiple touchpoints—so losing one platform won’t disrupt your reach.
Whether the TikTok ban happens or not, this evolving legislation serves as a reminder not to rely too heavily on one platform for outreach. Consider the following best practices to create a more resilient and adaptable marketing strategy overall:
Spread your content across multiple platforms, so a potential ban won’t derail your entire campaign. Sharing videos on both Instagram and YouTube keeps your reach steady if TikTok becomes off-limits.
Great content speaks for itself. Create videos, infographics, and guides that are both informative and visually appealing. These can easily be repurposed across channels to keep your audience engaged.
Social media trends shift fast, so staying in the know helps you adjust to changes in your audience’s behavior. If short-form videos keep trending, you might double down on features like Reels or Shorts on other platforms.
Social media is great for reach, but building a direct connection with your audience is key. Encourage email sign-ups, webinar registrations, and whitepaper downloads to build a more direct line to your target customers and reduce dependence on any single platform.
Keep an eye on emerging platforms that might gain popularity if TikTok is banned. Apps like Lemon8 and BeReal are gaining traction and may become new ways to connect with younger audiences.
With the potential TikTok ban looming, education solution providers can stay ahead by diversifying their marketing and adopting an omnichannel approach. Agile Education Marketing offers insights from a database of over seven million educators, helping you reach audiences across platforms. Our data-driven strategies ensure your brand maintains visibility and engagement with the education community through targeted, multi-channel marketing.
Ready to leverage the power of education data and an omnichannel outreach strategy? Reach out today to get started.
McKenzie, Marketing Coordinator at Agile Education Marketing, is a social media and campaign coordinator with over six years of experience in marketing, branding, and design. Prior to Agile, she’s held various roles in creative advertising, coached volleyball and basketball, and taught art for one year in a rural school district. She earned her Bachelor of Fine Arts degree from Colorado State University-Pueblo.
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