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With a potential TikTok ban in the U.S. looming in early 2025, flexibility is key.

The U.S. government has set January 19, 2025, as the deadline for TikTok to either sell its U.S. assets or shut down domestically.

Here’s how brands can prepare for either scenario:

1. Embrace TikTok’s influence. The lessons TikTok taught us will still apply. Short-form, lofi content will thrive again on other platforms, so leverage what worked elsewhere.
2. Consider other platforms. There will be a mass exodus to other platforms, and it’s not yet clear who the winners will be. Be ready to pivot to platforms that align best with your brand’s audience and objectives.
3. Optimize for social search. Gen Z and Millennials use social media as a search tool, so you want to optimize copy and tags on Instagram, YouTube, and beyond.
4. Think globally. If TikTok remains viable in international markets, ensure management is set up outside the U.S.
5. Acknowledge the moment. For brands with engaged TikTok followers, share content that connects to users’ sense of loss, promoting your presence on alternative platforms.

Head to LBBOnline for more.

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You can now watch the first seven minutes of “Smile 2” for free… that is, if you’re able to grin into your webcam for the entire duration.

The sequel to 2022’s “Smile” already hit theaters last month, but Paramount’s clever campaign extends the hype and immerses fans in the horror at no cost.

The second your smile fades, the responsive tech will pause the video.

Marketers will be especially adept at this challenge, considering how much small talk we endure on Zoom daily.