Well, that certainly wasn’t on my bingo card for 2025.
On the morning of 19 January, the US banned and deleted an app that is beloved by 170 million Americans.
The US did so under the guise of ‘foreign adversary’ saying that the China was sharing propaganda and / or collecting the data of its US users.
Incoming US present Donald Trump who will be sworn back into office on 20 January has said that he will issue an order to delay the ban on TikTok for 90 days.
Somewhat ironic given Trump is the one who set the wheels in motion to originally ban TikTok back in 2020.
But alas, without delving further into politics and the growing political divide, the ban of Tik Tok does bring up an interesting question for brands.
I imagine that there are many a brand out there currently shivering in their boots, looking to swiftly change their comms and marketing strategies.
It also showcases the uncertainty and ever-changing nature of social media platforms and how they can fall out of favour and be susceptible to external forces. Case in point.
In today’s day and age, it is vital that a brand or an organisation really understand their brand through and through. You need to live and breathe the brand and to keep brand consistency throughout all different touchpoints.
Social media is fickle by nature. Remember Bebo or MySpace? Yeah, me either.
While we are at it, you can probably add BeReal to that list, given their sharp decline in popularity.
Today, every organisation needs to be brand and strategy first, channel second.
By taking this approach, it means that a brand isn’t entirely reliant on one particular social media channel ie Tik Tok and is able to adapt with the times.
Your strategy first approach should then also extend to what your social media strategy is? What your EDM strategy is? And so on, and so on.
Then this is broken down further by looking at the different social media channels and how they will best be utilised, all feeding into the overarching social media strategy and the organisation’s overall strategy.
When you take this approach, it ensures that a brand is then ultimately in control of the brand, its voice and the different touch points, that all come together to create an intersecting ecosystem.
And in 2025, you certainly want to ensure that you always own your voice.
Tony Nicholls
Founder and Director of Good Talent Media