What Can Digital Marketers Learn from BookTok?

If you haven’t gotten hooked on watching BookTok videos yet, you’re really missing out. Whether you’re a book lover or not, you should be keeping an eye on it. There are some valuable lessons we can all learn from BookTok’s successes and how brands have embraced the trend in their marketing strategies. 

What Is BookTok?

BookTok refers to a popular niche on TikTok where users create and share content related to books and reading. This trend, which emerged around 2020, features a wide range of book-related content, including:

@mias.bookcase

DISCLAIMER: if you like any of the books that i did not rate 5 stars, it does NOT mean that they were not good! they just didn’t reach my personal expectations 🙂 (which could’ve been really high) #booktok #books #bookrecs #belladonna #everysummerafter #theybothdieatthenend #thesevioletdelights #oneofusislying #agggtm #caraval #redqueen #fourthwing #powerlesslaurenroberts #unhoneymooners #shatterme #renegadesmarissameyer #heartlessmarissameyer #oneformyenemy #theatlassix #wewereliars #ifwewerevillains #acomaf #acotar #divinerivals #thecruelprince #thenaturals #belladonnaadalyngrace #theprisonhealer

♬ way down we go – กระโปก

It’s a space where passionate readers, avid book reviewers, and even authors come together to celebrate literature. 

The platform has become a hub for book enthusiasts looking for their next great read and a place where trends in reading and book culture are born.

@emmahalbrook

Popular BookTok Books: Yes or No? 📖✨💅🏼 #booktok #booktokbooks #bookrecs #bookrecommendations #fantasybooks #romancebooks #thrillerbooks #darkromance #bookish #girlswhoread #yesorno #kindleunlimited #foryou

♬ original sound – Emma Halbrook

Why Has BookTok Grown in Popularity?

BookTok’s meteoric rise can be attributed to several key factors:

  1. Authentic Recommendations: Unlike traditional advertising, BookTok content is often created by genuine readers who share their unfiltered opinions. This authenticity resonates with viewers who trust peer recommendations more than promotional pitches.
  2. Engaging Content: BookTok creators use creative and engaging formats to discuss books, from catchy reviews to humorous skits about reading habits. This engaging content captures attention and keeps viewers coming back for more.
  3. Community Building: The platform fosters a strong community among book lovers. Challenges, read-alongs, and themed discussions create a shared experience, encouraging users to participate and engage with the content.
  4. Viral Potential: TikTok’s algorithm rewards engaging content with high visibility, allowing BookTok posts to quickly go viral. This viral nature helps books gain widespread attention in a short amount of time.
@bnnewportbeach

We are finally posting Tik toks again!!!!! But honestly who else wants to see this happen? #acotar #booktok #feyre #rhysand #sarahjmaas #newportbeach #fyp #barnesandnoble #bnn #TimeWarpScan

♬ verified ppl r using this im crying buh bye – 🔥🔥

How Publishing Companies Are Embracing BookTok

Publishers and authors have quickly recognized the potential of BookTok to boost book sales and engage with readers. Here’s how they’re capitalizing on this trend:

1. Partnering with Influencers: Publishing companies are collaborating with BookTok influencers to promote their books. These influencers have large, dedicated followings and their endorsements can drive significant sales.

@briannas.bookshelves

Thank you so much Penguin Random House for these free copies!! #booktok #readersoftiktok #bookish #bookmail #bookmailisthebestmail #bookmailunboxing #penguinrandomhouse #partner #gifted #prpackage #books #newbooks #bookhaul

♬ original sound – Brianna | BookTok

2. Running Campaigns and Challenges: Publishers are creating campaigns and challenges tailored to BookTok’s style. These initiatives encourage users to create content around their books, increasing visibility and engagement.

3. Leveraging User-Generated Content: By encouraging readers to share their thoughts and reviews, publishers tap into authentic user-generated content that acts as social proof and increases credibility.

4. Tracking Trends: Publishers are closely monitoring BookTok trends to inform their marketing strategies. They adapt their campaigns based on what resonates with the audience, ensuring they stay relevant.

Why We Think Digital Marketers Should Learn from BookTok

  1. Embrace Authenticity: Authenticity from brands is harder to come by than it should be. Like BookTok, successful digital marketing relies on authenticity. Genuine, relatable content often performs better than overtly promotional messages. Brands should aim to connect with their audience in a real, meaningful way. 
  2. Leverage User-Generated Content: Encourage your audience to create and share content related to your brand. User-generated content not only boosts engagement but also serves as powerful social proof.
  3. Create Engaging and Shareable Content: Focus on producing content that is informative, engaging, and shareable. Utilize creative formats and storytelling to capture attention and encourage sharing.
  4. Monitor Trends and Adapt: Stay on top of trends within your industry and be prepared to join in at a moment’s notice. Just as BookTok trends shift, digital marketing trends can change rapidly, and flexibility can help you stay ahead.
  5. Build a Community: Foster a sense of community around your brand. What is your audience truly passionate about? How can your brand amplify it? Engage with your audience through interactive content and discussions to build strong relationships and encourage loyalty.

BookTok’s success offers digital marketers valuable insights into effectively engaging with audiences and leveraging content for maximum impact. 

As BookTok continues to shape the future of book marketing, its lessons resonate across all digital marketing arenas.

If you’re ready to transform your digital marketing efforts, we’re here to help. Learn more about how we can work together.

Is Snapchat Social Media? A Look into Snapchat’s Early 2024 Advertising Campaign

If you’ve passed by one of the billboards – shown above – or have seen the television commercial that reads “Less social media, more Snapchat,” and made a skeptical face, you’re not alone. 

In an *interesting* move in February of 2024, Snapchat launched a fresh advertising campaign that bypassed traditional digital channels in favor of billboards and television spots. 

The tagline “Less social media, more Snapchat” encapsulated a deliberate effort to redefine its brand identity. But is Snapchat truly just another social media platform? Let’s find out.

Redefining Snapchat: Beyond Social Media

Snapchat, traditionally seen as a social media giant, pivoted with this campaign to position itself as more than just a digital app. 

This video spot was launched around the time of the Super Bowl and now has over 72 million views. The description of the video reads, “On Snapchat there’s less of the things you don’t like about social media and more of the things you love about sharing bits of your funny, messy, exciting, boring, beautiful, heartbreaking, crazy and real life with the people who matter most to you. https://www.MoreSnapchat.com” 

We’ll just say it – it’s a really bold move to be a literal social media platform (and one of the fastest-growing in history at that) and imply that you’re not a social media platform. 

Navigating Social Media’s Reputation

Social media platforms have increasingly faced criticism for issues such as data privacy, misinformation, and addictive behaviors. 

By distancing itself from negative perceptions associated with digital platforms, Snapchat may attract younger demographics seeking privacy and more short-lived content experiences.

Platforms like Facebook and TikTok have struggled with public trust due to data breaches and algorithm controversies. 

Snapchat hasn’t had the greatest reputation either, with many users calling out its potentially dangerous aspects. 

Snapchat is a dangerous app and nobody seems to talk about it
byu/Redditormanguydude inunpopularopinion
@youthpastorryan

No platform is safe for this but imo @snapchat is impressively bad. Stay safe out there.

♬ original sound – Ryan Kelly

And with full-on research studies now showing links between social media use and mental health issues in teens, Snapchat’s campaign seemed to intentionally try to distance itself from these rising concerns. 

But in this campaign, Snapchat is claiming they are the “good” social media, but not providing any evidence to how they protect from the “bad” side. This left some observers – even outside the realm of social media expertise – confused and frustrated about the campaign’s effectiveness. 

Effectiveness of Non-Digital Messaging

In addition to the ads’ messaging, Snapchat’s shift to non-digital mediums also suggests a rebranding effort.

This move aims to capture the attention of a broader audience beyond its core digital user base.

For example, while Facebook and Instagram dominate the digital ad space with targeted ads based on user data, Snapchat’s approach with billboards and TV spots tried to appeal to a wider demographic that may not engage with social media as frequently. 

By appearing in physical spaces, Snapchat enhances its brand visibility and reinforces its presence in the minds of potential users who might not be active on digital platforms.

The effectiveness of Snapchat’s non-digital strategy hinges on its ability to transcend the digital noise and reach consumers in tangible, real-world settings. 

For instance, Snapchat’s billboards in high-traffic areas and TV commercials during popular shows – and even the Super Bowl – target audiences when they are not actively browsing social media.

Success in Cross-Medium Advertising

The question remains: Can social media brands effectively use non-digital advertising? Snapchat’s campaign serves as a test case.

 By diversifying its marketing mix to include billboards and TV ads, Snapchat not only broadens its reach but also explores the effectiveness of cross-medium strategies. 

While we can’t see the internal numbers to prove the effectiveness of this campaign, we can definitely admit it got a lot of attention. Maybe that’s all they were going for, at the end of the day. 

As social media platforms redefine their roles in the digital age, Snapchat’s different approach may pave the way – for better or worse – for others seeking to redefine their identities. 

How will social platforms continue to evolve their branding amid the growing concerns about social media safety? We’ll be here to watch it all go down. 

Looking for more guidance on handling social media marketing for your brand? Reach out to our team below to get started.

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Reflecting on 9 Years of Pride Month Marketing: Brand Evolution, Successes, and Challenges

We’re just one year out from the 10th anniversary of the landmark Supreme Court decision that legalized same-sex marriage in the United States. Where big brands once ignored the LGBTQ+ community, this court decision opened doors for businesses to intentionally seek out and market to queer audiences. 

Since then, brands have played a significant role – for better or worse – in shaping the narrative around Pride Month every June. 

Take a journey with us to explore how Pride Month marketing has evolved over the years. We’re diving into the biggest successes, the biggest failures, and where brands need to go from here. 

Early Years of Pride Month Marketing

The Obergefell v. Hodges decision ruled in favor of same-sex marriage on June 26, 2015. In the early years following this decision, Pride Month marketing efforts from brands were often superficial and lacked genuine engagement with LGBTQ+ communities. 

The rainbow-washing had begun. Brands were often releasing new versions of their products covered in rainbows or cringey Pride-related designs. What was missing? Significant contributions to the LGBTQ+ community. 

Let’s take a look at a couple brand campaigns from past years that embody this early sentiment around Pride Month marketing.

Skittles, 2016 

For Pride in London, Skittles briefly redesigned their packaging and candy to black and white, in the name of “giving up their rainbow.” 

For years, Skittles had already been centering their advertising on their slogan “Taste the Rainbow.” But when the opportunity came along to play up the Pride Month rainbow aesthetic, the brand took a more creative route. “Only one rainbow matters,” their campaign said. 

We won’t lie, the messaging was smart. We’ll give them props for doing more than just slapping an extra rainbow on top of their normal rainbow and calling it a day. 

But by sacrificing their signature branding in the name of giving the spotlight to the LGBTQ+ community, Skittles played a performative martyr role. It was giving “Look at how great of allies we are”-vibes. In essence they were explicitly acknowledging the queer community, but mostly promoting a gimmicky product without meaningful action.

Spoiler alert: we see Skittles evolve this campaign over the years as cultural mindsets and standards start to shift. More on that later. 

Burger King, 2022

In June 2022, the Instagram account for Burger King Austria shared a post advertising their Whopper with either two top buns or two bottom buns.

View this post on Instagram

A post shared by BURGER KING® Österreich (@burgerkingaustria)

(Note that the post is still live. Brave.)

The post went viral, and not in a good way. Criticism for this post came from across the globe, with queer individuals calling the post tone-deaf. 

The agency behind the post issued an apology, saying they “didn’t check well enough with community members on different interpretations of the Pride Whopper.”

With this apology, however, came feedback from some LGBTQ LinkedIn users actually defending the ad. “People need to take a joke and not have a competition of who can be the wokest of the woke. If I was at your agency, it would have my big gay approval,” said one commenter. 

Needless to say, this Instagram post created a lot of division in both the LGBTQ+ community and the marketing industry. How far is too far? Is edgy humor allowed to play a role in Pride Month marketing? How deeply should LGBTQ+ people be consulted before these campaigns go live? These are all difficult questions that marketers today must face. 

Let’s take a look at some examples of how these questions might be answered. 

Recent Evolutions of Pride Month Marketing 

With years of trial and error under their belts, many brands have continued to improve their Pride Month digital campaigns, especially as consumers expect more significant, thoughtful campaigns. 

Time to revisit our good friends at Skittles. 

Skittles, 2023

In the years after their first “give back the rainbow” campaign, Skittles has stepped up their game. They have contributed profits from their Pride packs to LGBTQ+ organizations and began to partner with LGBTQ+ individuals. 

View this post on Instagram

A post shared by SKITTLES (@skittles)

For Pride Month in 2023, Skittles launched their campaign, “There’s a story in every rainbow.” 

The brand partnered with queer artists to design special edition packs of Skittles. They also partnered with non-profit GLAAD to uplift the real stories of LGBTQ people. 

Seven years out from their original Pride marketing, Skittles has come a long way. They’ve worked to de-center themselves and instead give the spotlight to queer artists and individuals who deserve to have their voices heard. 

Abercrombie, 2023 

The rise of influencer marketing has opened up new opportunities for brands to join in on Pride Month marketing while centering queer voices. 

@lukewesleypearson

PROUD YEAR-ROUND 🏳️‍🌈🏳️‍⚧️ @abercrombie • what an absolute honor to be in company with such incredible people in our community celebrating who we are and who we love ❤️ #abercrombiepartner #prideyearround #transman #lgbtqiaplus #transpride #pride

♬ original sound – Luke Wesley Pearson

For Pride Month last year, Abercrombie partnered with trans TikTok influencer Luke Wesley Pearson to do a photoshoot with their Pride collection, prompting behind-the-scenes footage. 

Influencer marketing is impactful for boosting credibility and connecting with your audience in a more genuine way. This marketing tactic from Abercrombie is a great example of how consumers resonate more with influencers than in-your-face rainbow washing from brands. 

The North Face, 2023

In a year when drag was under attack in politics, The North Face stood their ground with the community by partnering with drag performer Pattie Gonia. 

View this post on Instagram

A post shared by Pattie Gonia (@pattiegonia)

Other brands that have tried to use humor in their Pride Month marketing have faced negative feedback. This campaign allows Pattie Gonia’s personality and comic skills to shine, using humor in a way that genuinely connects with the target audience. 

Present and Future Challenges for Pride Month Marketing

Consumers are holding brands to higher standards, expecting to see monetary contributions to LGBTQ+ organizations and collaborations with queer influencers. They’re also calling for brands to celebrate Pride and uplift queer voices throughout the entire year, not just when it’s convenient in June. 

Bottom line? People want to see that brands actually care and are making a legitimate difference.

However, recent political shifts have made matters harder for brands. 

In 2023, a record 510 anti-LGBTQ bills were introduced in legislatures across the United States – nearly three times that in 2022. There have been heavy focuses on attacking healthcare for transgender youth, restricting discussions about sexual orientation and gender identity in schools, and banning drag performances. 

These far-right sentiments have made deep impacts on the world of marketing. In May 2023, Target’s Pride Month merchandise received violent criticism from conservatives online, calling for boycotts of the store and even making threats against employees. 

In response, Target pulled Pride Month from some of its stores, prompting criticism from the LGBTQ community. This year, Target announced once again they’d only sell their Pride merch online and in select stores. 

This is one of the biggest challenges brands face in today’s cultural and political climate. What’s the perfect balance between being true allies in the fight for LGBTQ rights and avoiding backlash? 

The truth is, brands must decide what they care about more: profits or people. 

Looking for more insights on the evolution of digital marketing and how your brand can level up? Reach out to our team at Random below. 

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Meet Anna, Our Newest Digital Marketing Intern

Say hi to Anna, one of Random Agency’s newest Digital Marketing Interns! We can’t wait to get to know her, and what better way to do that than a Q & A?

First, the obvious question: Why did you choose Random Agency?

I first heard about Random this past January when I met with Emily Carion, Random’s Senior Digital Media Specialist. I met Emily through my previous internship at my university since she held my position two years ago. She told me about Random and I was immediately drawn to it, so when I saw the job opening, I applied as soon as I could. Random was also the first company I actually enjoyed going through the interview process with. I submitted a social media post for part of my application, and I appreciated how Random valued my creativity from the beginning. Ever since, I have followed along with Random and knew it was a company I wanted to be a part of. I admire that Random prides itself on its company culture by truly supporting its employees.

Tell us three cool things about yourself.

  1.  I have danced for 19 years (started when I was 2) and have loved it ever since!
  2.  I flew into the Grand Canyon on a helicopter.
  3.  I have two first names.

Favorite TV show?

I am obsessed with Vanderpump Rules right now. I am not sure what I am going to do when I finish the Season 11 reunion. 

If money was no object, where would you go and what would you do?

I would love the opportunity to travel anywhere around the globe. I have never been out of North America; so, traveling anywhere out of the country to explore different cultures and gain more experiences would be amazing! My dream vacation spots are Bora Bora, Japan, and basically anywhere in Europe. 

What’s in your refrigerator right now?

All of my favorite foods. I have leftovers from my favorite restaurant, Ruth Chris, Trader Joe’s soup dumplings, and Ben & Jerry Marshmallow Sky ice cream. I have basic grocery necessities, too, but those three are my highlights. 

If you could have a superpower, what would it be?

Telekinesis. It would be so cool to move things with my mind. If I am in bed and want the remote? Boom, I got it. Hungry? Boom, I got something from the fridge. Traffic? Boom, move my car in front of everyone. I would love it.

What’s your favorite childhood memory?

I used to travel every summer from eighth grade to junior year of high school to train in LA for dance. I went with my studio dance friends (along with supervision) and we would rent out a house and dance for two weeks straight while traveling around California. 

Name one thing you wish you could do better.

I wish I could sing better. 

Which three things would you take to a desert island?

  1.  My mom
  2.  Water filter 
  3.  Siren/flare to get someone’s attention to save me and my mom 

What is the last book you read?

Attached. by Amir Levine, M.D., and Rachel S.F. Heller, M.A.

What is your favorite account to follow on Instagram?

I love keeping up with @allisonkuch and her family!

Boosting SEO for Voice Search: A Game-Changer for Digital Marketing Success

Woman wearing a white shirt and glasses holds a phone near her mouth, speaking into it.

Why type in your search when you can speak it instead? Voice search has emerged as a powerful tool reshaping the way we interact with search engines, and utilizing voice search is highly influential in digital marketing today.

Let’s dive into what voice search entails and our top strategies for optimizing for it. 

What is Voice Search and Why Does It Matter?

“Hey Siri, what is voice search?”

Voice search enables users to perform searches using spoken commands rather than typing into a search engine. 

So whenever you find yourself saying “Hey Siri,” “Hey Alexa,” or “Hey Google,” you’re engaging in voice search. 

Dialogue of a Siri search, "Hey Siri what are some tips for starting a garden. Here's what I found."
Dialogue of Siri describing the first steps in starting a garden.

With the rise of virtual assistants like Siri, Alexa, and Google Assistant, voice search has become increasingly prevalent, offering convenience and accessibility to users worldwide. The number of digital voice assistants in use worldwide is projected to reach 8.4 billion by 2024. 

Embracing voice search technology is essential for businesses to meet the evolving needs of consumers and enhance their online visibility.

27% of global online users are using mobile voice search.

How Voice Search Impacts Digital Marketing

As if keeping up with all the social, website, podcast, and influencer marketing wasn’t enough, marketers are presented with another channel to optimize for. But trust us, this one’s worth it. 

Optimizing for voice search is crucial for improving website rankings, increasing organic traffic, and enhancing user experience. 

By understanding user intent and tailoring content to match what users are searching for, businesses can effectively leverage voice search to attract and engage their target audience.

With that said, how can marketers ensure they’re leveraging voice search?

A survey by BrightEdge found that 31% of marketers believe voice search is the most significant trend impacting their SEO strategy.

Let’s get to work. These five strategies are an effective place to start with updating your website to be voice search-optimized.

Keyword Optimization

Conduct thorough keyword research to identify long-tail keywords and phrases commonly used in voice search queries. Focus on natural language and conversational keywords that reflect how users speak rather than type. Think human, not robot. 

A screenshot of the GoodNes website homepage, where you can see food on a table and a button for seeing recipes.

Optimize content to appear in featured snippets, which often serve as the source for voice search answers. Research by Backlinko indicates that featured snippets appear in 40.7% of voice search results. Structure content in a concise and informative format, answering common questions directly within the text. Just another reason to keep your digital content short and sweet. 

Local SEO

Prioritize local optimization to capture voice search queries related to location-based searches. Claim and optimize your Google My Business listing, incorporate location-specific keywords, and ensure consistency across online directories. 

A screenshot of the Store Locations page on Patagonia's website.

Page Speed and Mobile Optimization

Improve website performance and mobile usability to accommodate voice search users. Improve your page speed, use intuitive design, and enhance mobile usability to deliver a seamless experience across devices.

Natural Language

Tailor content to match the conversational tone and language used in voice search queries. Write in a clear, concise manner, addressing common questions and providing valuable insights that align with user intent. Again, think human, not robot. 

As more people use voice search in their everyday lives, it’s a must for brands to keep in mind. Optimizing your website for voice search could very well be the way you boost awareness and generate more traffic for your business. 

Looking to elevate your digital marketing and SEO strategy? Let Random guide you through the world of voice search optimization and beyond. Send us a message below.

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Meet Kristin, Our New Digital Marketing Intern

Say hi to Kristin, one of Random Agency’s newest Digital Marketing Interns! We can’t wait to get to know her and what better way to do that than a Q & A?

First, the obvious question: Why did you choose Random Agency?

I chose Random Agency because their creativity and ambition were immediately apparent through our initial conversations and their fun online presence. It was clear that Random was a small, but mighty team and it made me super eager to join such a dynamic company to deepen my knowledge in digital marketing! Their empathetic approach promised a nurturing space for my personal and professional growth.

Tell us three cool things about yourself.

  1. I love to dance! I’ve trained in contemporary, lyrical, and jazz styles and now I really want to explore hip-hop. 
  2. I’ve visited over 20 countries.
  3. One of my favorite things to do in my free time is try different cafes and boba shops!

Favorite TV show?

Avatar: The Last Airbender. It’s very nostalgic of my childhood and, of course, a beautifully done show.

If money was no object, where would you go and what would you do?

I would travel and eat, and then travel and eat more! Right now, I’d especially love to travel to East Asia, a region I have yet to explore more of.

What’s in your refrigerator right now?

My fridge is pretty empty right now, except for some milk, leftovers, and a jug of thai tea I made.

If you could have a superpower, what would it be?

Time travel. 

What’s your favorite childhood memory?

Every summer when I was young, my family and I would spend a week at a small beachside condo. We would invite relatives and friends over for a BBQ, play at the beach, or hang out at the pool. Definitely one of my favorite childhood memories.

Name one thing you wish you could do better.

Probably sing or play instruments better. 

Which three things would you take to a desert island?

  1. My mom for moral support  
  2. A water filter
  3. An air mattress

What is the last book you read?

Yellowface by R.F. Kuang. Highly recommend it.

What is your favorite account to follow on Instagram?

At the moment, it’s @karocrafts!

Mastering the Art of Podcast Trailers: A Beginner’s Guide

Woman wearing headphones, sitting at a desk, and speaking into a podcast microphone.

Podcast trailers are the ultimate teaser for your show, creating anticipation among your audience. Think of it as your first impression with your potential listeners; one that should hook your audience and engage them enough to explore more of your episodes. 

Let’s break down the essentials of crafting a compelling podcast trailer that leaves listeners eager to hit that subscribe button.

Keep It Concise 

Your podcast trailer should clock in shorter than a full episode, aiming for around 60 seconds or less. 

The goal? To provide a sneak peek into what your podcast is all about and leave your audience craving more.Here’s an example of a podcast trailer from REACH that hooks listeners, lists topics explored in the show, and includes clips from episodes, all in one minute.

Let’s Talk Content

Your trailer should cover these essential elements:

It might take a bit of practice to hit each of these points in a minute-long trailer, but here’s a great example from Good Inside to take inspiration from:

Inject Personality!

Your podcast trailer sets the tone for your entire show, so let your creativity shine. 

Whether your podcast is light-hearted and upbeat or serious and informative, infuse your trailer with clips from future episodes, music, sound effects, and anything else that reflects the vibe of your podcast.Here’s a great example of a podcast trailer from The Journal that immediately hooks listeners by revealing the purpose and tone of the show, including clips from their future episodes. 

Crafting the perfect podcast trailer is a blend of art and strategy. Keep it short, sweet, and engaging, ensuring it leaves a lasting impression on your audience. 

Need help mastering your podcast trailer? Reach out to us at That Random Agency today, and let’s make your podcast debut one to remember!

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How a TikTok Ban Could Impact Social Media Marketing

Split graphic, with a photo of the House of Representatives on the left. On the right, a photo of a hand holding a phone with the TikTok logo on the screen.

The digital sphere thrives on innovation and connectivity, and few platforms embody this spirit quite like TikTok. 

However, recent legislative moves have cast a shadow over its future. 

Beyond its implications for individual users, the potential ban raises significant questions about the future landscape of social media marketing. 

What Would the Bill Do?

On Wednesday, March 13, the House of Representatives passed a bill that would force the parent company of TikTok, ByteDance, to sell off the platform to an entity in a non-hostile nation. 

The sale would have to happen within 180 days to avoid the app being banned from U.S. app stores and web hosting services.

The bill still needs to be passed in the Senate, but President Biden has said he would sign the bill into law if it passes through Congress. 

While the anticipation builds, we’re diving into what a TikTok ban could look like for the future of social media marketing. 

How a TikTok Ban Could Disrupt Marketing Strategies

TikTok has emerged as a goldmine for brands seeking to engage with younger demographics through innovative and authentic content. 

Its algorithm-driven approach and emphasis on user-generated content have allowed businesses to connect with audiences in unprecedented ways. 

A ban on TikTok would disrupt these established marketing strategies, forcing brands to pivot to alternative platforms. 

This shift could prompt a renewed focus on platforms that offer similar engagement opportunities, such as Instagram Reels or YouTube Shorts.

Either way, TikTok users are already expressing their emotions about a potential ban. 

@underthedesknews

#keeptiktok

♬ original sound – UnderTheDeskNews

How a TikTok Ban Could Foster Innovation and Competition

A ban on TikTok could also present an opportunity for innovation and competition within the social media landscape. 

As platforms vie to capture TikTok’s audience, they may introduce new features and tools to attract both users and advertisers. 

This competition could foster creativity and diversity in marketing approaches. 

Additionally, emerging platforms may seize the opportunity to fill the void left by TikTok, offering unique value propositions and niche audiences for marketers to explore.

As marketers navigate the prospect of a TikTok ban, it’s essential to remain adaptable and forward-thinking, embracing emerging trends while staying true to brand strategy and authenticity.

View this post on Instagram

A post shared by Enrico Incarnati | Social Media Strategy | Content Marketing (@rico.incarnati)

What You Should Do Next

Prepare by performing audience analysis to evaluate your channel strategy. Do you know if your audience is actually on TikTok? 

While TikTok might be the app of the moment, it might not be the most effective platform for your target audience. 

React if this legislation passes. What other platforms (and their features) could work for your strategy? 

Again, while TikTok might be one of the fastest-growing channels, other platforms like Instagram and YouTube could still have benefits for your brand. 

Instagram Reels allow for collaborative posts, which could be great for your content to curate a more community-centered, user-generated tone. 

With YouTube’s search functionality, Shorts could help you reach your target audience who will find value in your content. 

Ultimately, the evolution of social media marketing hinges on our ability to adapt to shifting landscapes and leverage new opportunities for connection and creativity.

Looking for innovative ways to carry your brand forward on social media? Let’s work together! At Random, our curiosity and adaptability are the foundation of everything we do. Reach out to us below to get in touch with our digital marketing experts.  

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