1/5/2024 0 Comments Tiktok banned![]() ![]() Short-form videos can be used across multiple social channels, websites, and search results such as YouTube Shorts, Instagram Reels and Google’s Web Stories. Video content you have already, or have in the pipeline, is still relevant to your social media strategy regardless of whether you can publish it to TikTok. TikTok isn’t the only place where short-form video thrives If a ban does eventuate in your state, you can repurpose existing content designed for TikTok on other channels. Vertical videos are becoming a core element of search behavior and social media consumption. The beauty of TikTok’s sweeping influence is that user expectations have changed across platforms. Where budget allows, continuing to invest in producing content is a smart move. Redirect your focus to other social media channels If this is the case, we have some tips:Ĭontinue posting on your DMOs TikTok account via your personal device Whether in an affected state or not, the bans probably mean you’re reassessing how much content you should create. You could continue to publish content to your TikTok account until there are clearer directives. Whether this means DMOs need to remove their accounts remains to be seen. ![]() So, where does this leave DMOs in affected states? For now, remember, the ban applies only to devices issued by the state. The second closest, YouTube, came in at 45.6 minutes per day TikTok saw an average watch time of 45.8 minutes per day The juggernaut media platform has been downloaded more than three billion times worldwideĪccording to statistics from Insider Intelligence, TikTok eclipsed every other major social media platform in time spent by adult users in the US in 2022 ![]() TikTok has surpassed Google and Facebook as the world’s most popular web domain And for DMOs that don’t already have a channel, the ban seems like a strong deterrent to starting one.īut given the heft of the short-form video platform, it’s worth weighing up how to balance marketing potential with the restrictions. South Dakota deleted their account with 61,200 followers. In states where TikTok has been banned, tourism offices are cutting back on the time and budget invested in TikTok, if they haven’t already exited the platform. What TikTok restrictions mean for state tourism marketing TikTok will likely only continue to grow in popularity and reach. Importantly though, the ban won’t disrupt normal users. For some, the ban could mean that other state tourism agencies may need to delete their TikTok accounts to comply with state executive orders. This flurry of action against TikTok has wide and varied impacts for DMOs. Another proposal seeks to ban the app altogether in the US. The US government has also approved a ban on TikTok on federal government devices throughout all 50 states as part of a spending bill passed by Congress in late December. The list of banned states includes states such as Alabama, Georgia, Idaho, New Hampshire, North Dakota, Utah, Texas, Maryland, Montana, South Dakota, South Carolina, Nebraska, Iowa, Oklahoma, Tennessee, and Virginia, and this will only continue to grow. There have been rumbles of a TikTok ban since 2020, but towards the end of 2022 state lawmakers started to take more decisive action. The pressure driving the ban stems from security and privacy concerns. Here’s what you need to know about the TikTok ban. The app might be under scrutiny, but there are still ways for affected DMOs to harness the power of TikTok and the popularity of the short-form video format. Compared to widespread activities on Instagram, it’s clear that DMOs are only just starting to scratch the surface of the marketing possibilities of TikTok. Just 17% of those active accounts post at least weekly. In a survey of 950 CrowdRiff customers, 42% have a destination TikTok account. While many DMOs have only just started to get the hang of marketing their destination on TikTok, it seems like it may be over before it even really got started. Social media has always evolved quickly and destination marketers are no strangers to adapting to ongoing changes. The restrictions are part of a growing movement to rein in the popular platform and, as a result, has cast the future of state tourism marketing on TikTok into uncertainty. Over 30 states have banned TikTok from state-issued devices. ![]()
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