TikTok’s future existence in the United States is, well, uncertain. On March 16th, the Biden administration threatened a potential ban on the popular social media app.

While TikTok’s fate will likely be determined by the courts, many marketers are wondering if it’s still worth investing in. After all, TikTok is one of the most successful platforms in attracting people to engage with short-form videos.

According to a recent Capterra survey of 300 U.S. marketers, 75% of respondents expect to increase spending on TikTok in the next 12 months.

Here are a few additional takeaways from Capterra’s survey:

• 82% of respondents said a TikTok ban would have a moderate to significant impact on achieving social media marketing or advertising objectives.
• In the event of a ban, 70% of respondents expect to expand in other digital channels outside of social media.
• 87% of respondents believe TikTok is a viable platform for long-term marketing

So, will TikTok get banned? It’s unlikely we’ll have an answer soon, but in the meantime, it may be worth diversifying your digital marketing strategy.

Many marketers are looking to other platforms like Instagram, Facebook, or Youtube in the event of a ban. Instagram Reels record the highest average watch rate at 13.08%, while Youtube Shorts come in third place with a 2.52% watch rate.

Instagram has continued to reinvent itself to remain competitive with TikTok. In February, the app removed its home shop feature and replaced it with a new Reels tab to emphasize short video content.

Here are a few tips to help your business or brand create Instagram Reels that rank:

• Never repost TikToks – While many accounts repost TikToks as a Reel, don’t do this! Instagram’s algorithm buries reposted TikToks in the rankings. Instead, always create original content for Instagram Reels.
• Don’t shoot horizontal videos – Always shoot your Reels vertically, not horizontally. Filming a horizontal reel can cut off your video and ruin the aesthetic.
• Use the right hashtags – Hashtags are a helpful way for your reels to get discovered. Always use a few relevant hashtags in your Reel’s description.

 Does your business use TikTok as a part of your content marketing strategy? If you want to discover more ways to diversify your digital marketing, contact our team today to learn about our array of digital services.