The buzz around a potential TikTok ban in the U.S. is heating up—again. If you’ve built your entire business on TikTok (P.S. I feel your pain), you might want to take a deep breath and start planning for life after the algorithm.

If the ban hammer drops, what happens next? Spoiler alert: it’s not the apocalypse, but it might feel like it for a minute. Let’s break down what’s coming and where to go from here.

First, What Happens if TikTok Gets Banned?

A ban wouldn’t mean your content disappears overnight—this isn’t a Netflix series finale. But access to the app would likely be restricted in the U.S. New downloads? Blocked. Existing users? Good luck dodging technical glitches. Your audience? Poof, shrinking faster than my willpower at a dessert table.

For creators, this could derail revenue streams like partnerships, the Creator Fund, and TikTok Shop affiliate marketing. For brands, it means losing a social footprint and, if they participated in TikTok Shop, revenue stream. But hey, we’ve survived worse (remember Vine?). And here’s the silver lining: other platforms are hungry and ready to devour TikTok’s market share.

Where Do Brands and Creators Go Next?

A TikTok ban would leave a massive void in the social media universe. Here’s where you should consider fleeing—er, diversifying:

1. Instagram Reels

   • Meta’s been praying on TikTok’s downfall and Zuckerberg might have his dreams come true. Reels has many of TikTok’s features, and its integration with Facebook means your content can go further (even if your patience for Facebook’s UI can’t).

   • For creators: Dive into Instagram’s tools, like affiliate links and in-app shopping—because who doesn’t love monetizing thirst traps? Check out LTK

   • For brands: Time to double down on influencer partnerships, shoppable posts, and Reels ads. If you pursued TikTok Shop Live, this would be a good place to test, as Meta would likely re-release old live shopping features. In the meantime, check out Paloma, a live shopping tool that helps you sell via IG.

2. YouTube Shorts

   • Shorts is like TikTok’s nerdy cousin who got a glow-up. With its connection to YouTube’s long-form ecosystem, it’s a great place to build deeper connections with your audience—or at least get them to stop scrolling for five seconds. Shorts are praised for driving discoverability, so it’s an exciting option.

   • For creators: Monetization here is chef’s kiss compared to TikTok. Ad revenue sharing? Yes, please. YouTube Shopping is also growing, so it’s worth exploring. I’m sure more affiliate options will arise if TikTok Shop goes away.

   • For brands: Use Shorts to tease long-form content or slyly plug products without screaming “Buy this!” Creator partnerships will also naturally be pivoted here.

3. Pinterest

   • Pinterest is like that one quiet friend who’s secretly loaded. Its video content is growing, and its users are primed for product discovery. Translation: people come here ready to spend money.

   • For creators: Focus on evergreen, actionable content (like tutorials and shopping lists). Less dancing, more doing. Affiliate links are driving creators to earn five-figures monthly, if done right, but building this can take a lot of time.

   • For brands: Optimize for keywords and trends to ensure your content doesn’t get lost in the pin shuffle.

4. Snapchat

   • Spotlight is Snapchat’s shot at TikTok glory, and while it’s not perfect, its Gen Z audience is too tempting to ignore. Think TikTok, but with fewer filters and more chaos. Speak with Hope and Collin at HG Media, a Snapchat agency, to learn more. They’re the best in the biz and will definitely help you navigate this.

   • For creators: Experiment with trends here and use it as a stepping stone to drive followers to your other platforms. Monetization on here is insane and I know people who have made a killing just on Snap alone.

   • For brands: If Gen Z is your jam, invest in Snapchat ads and partnerships.

5. Amazon Live

   • Now that’s something not many people have heard of, huh? But Amazon Live has been around since 2017, silently partnering with literally every one of the Housewives to promote products in QVC-style streams. I suspect more rollouts outside of just live are to come.

   • For creators: If you know live tech (OBS) and are good at affiliate marketing, test it out. Worst case you lose a few hours. Best case you get scooped up by Amazon to get paid gigs to host homepage shopping shows.

   • For brands: Start running Amazon Live streams during prime shopping time (BFCM, Prime Day) and use those replays as assets for socials, PDPs, and your DTC. Message me on LinkedIn if you need help with this because I happen to geek out a lot over Amazon Live’s potential.

6. Favorited

   • I heard of this one only a few days ago, so take my POV with a grain of salt AND pepper. This app looks exactly like TikTok Live’s UI and it allows for monetization. It seems like a great resource for TikTok Live streamers to try out.

   • For creators: If you livestream, try it out and see if it feels right. Some creators are already bringing in solid $$.

   • For brands: TBD. Keep an eye on it, who knows where it will go.

7. Emerging Platforms

   • Keep an eye on the next big thing (Lemon8, anyone?). Social media’s history is a game of musical chairs, and you don’t want to be left standing when the music stops.

News 📰

Ready for this week’s social commerce and media news? Grab a cup of coffee, tea, or a shot, and dive in.

TikTok

• Trump met with TikTok’s CEO to discuss the TikTok ban - awaiting further details (BBC)

• TikTok Shop outperformed SHEIN and Sephora in the US among online shoppers (Business Insider)

Twitch 👾

• Ironmouse loses #2 Twitch subscription record to evelone2004 (Dexerto)

Meta 🌐

• Instagram rolls out screenshot blocking for “View Once” DMs (Social Media Today)

• Instagram now lets you schedule DMs (TechCrunch)

YouTube 🎧

• YouTube is working with CAA to give celebrities control over their likeness due to generative AI recreation concerns (Hollywood Reporter)

About Me

Hi, I’m Nicole! I’m a Gen Z social commerce entrepreneur and TikTok creator. I’m the Co-Founder of Ghost Agency, a social commerce company that supports brands and influencers with content and livestreams. Ghost Agency is one of the first TikTok Shop Partner agencies and we’ve been mentioned in The Information and Business Insider.

Thanks for reading my newsletter. If you’d like to connect with me, you may do so via email or LinkedIn. Feel free to reach out if you have any requested topics, general inquiries, or Ghost Agency questions.

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