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What are the TikTok Ban Effects on Destination Marketing?

Matt Ormsbee Marketing Communications Director

Attention, travel marketers! The social media landscape might be on the brink of a seismic shift. The Supreme Court’s pending decision on TikTok’s future in the U.S. has travel marketers, influencers, and Gen Z scrollers alike asking: “What’s next?” Will TikTok face a ban or be forced into a corporate game of hot potato with a sale? Either way, the TikTok ban effects on destination marketing are monumental.

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Our in-house media team (and some caffeinated brainstorming sessions) have thoughts. In short: stay flexible, keep your options open, and embrace this as an opportunity to shake up your strategy. Most importantly, our Senior Media Director Lauren Moorehead put it best, “Stay calm, cool, and collected. We aren’t worried, and our clients shouldn’t be either.” 

 For the full playbook on TikTok ban effects, keep reading!

Guide to Potential TikTok Ban Effects

DMOs need a game plan to weather the turbulence. We’ve got you covered. Here’s what to do when TikTok’s potential ban shakes up your marketing landscape.

Hit the Pause Button

First things first: pause TikTok ads. Why pour dollars into a platform that might go away? As the TikTok saga unfolds, safeguard your budget. Redirect your investments to more stable platforms already catering to video-loving audiences.

Reassign Your Budget

TikTok ban effects could be the best thing that ever happened to Instagram Reels, YouTube Shorts, and even Snapchat. “Clients are already pivoting,” notes Amy Kacyznski, our Senior Media Director. “The initial surge will head toward Meta platforms and YouTube, but don’t count Reddit out — it’s quietly rising as a top contender.”

If your campaigns are heavily reliant on TikTok, spread the love! Instagram and YouTube are proven performers for travel discovery content, and Reddit’s community vibes might just surprise you. However, it pays to be patient and re-allocate, at least initially, with proven platforms. Glenn Pena, our Media Director, advises caution: “Overall, keep an eye on where users go, and be cautious about diving into new platforms right away.” A little patience goes a long way.

Adjust Influencer Plans

A TikTok ban will leave some influencers feeling lost. Redirect your influencer strategy to focus on platforms like Instagram Reels, where Stories and bite-sized videos can keep your travel message alive. Keep an eye out for where the creators migrate — they often dictate where audiences follow.

Download Everything

Consider this your “pack your bags” moment. If TikTok exits stage left, you don’t want to lose the treasure trove of content you’ve spent time and resources creating. Download every post, creative asset, and piece of engagement data now. Treat this like a fire drill for your content library.

Prepare a New Route for Followers

Create a communications plan to guide your TikTok audience to follow you on other social platforms. Nicole Ellsworth, our Associate Media Director, highlights “TikTok was a huge source for search and discovery for Gen Z and Millennials. Diversify to keep those audiences engaged—YouTube Shorts and Instagram can fill that void.”

The Ripple Effects of a TikTok Ban

Even if TikTok gets banned, its impact on digital content will linger like the aftershocks of an earthquake. Short, snappy, and authentic videos have reshaped how we engage with audiences. “If I had a crystal ball,” predicts Media Director Wes Condray, “I’d say a TikTok successor will rise quickly. But until then, reinvest in platforms already thriving.”

So where should you focus your efforts?

This is also a moment to diversify beyond social media. Consider shifting some of your marketing dollars toward programmatic ads, video platforms, and even out-of-home media. Remember: disruption can be an opportunity.

A Final Boarding Call

Any TikTok ban effects might feel like the end of the world, but it’s not. It’s an opportunity to pivot, evolve, and rethink your strategy. Disruption, after all, is the birthplace of innovation. At Madden, we specialize in making lemonade out of marketing lemons. “Honestly, it’s moments like this that challenge us to innovate,” said Lauren, “We need to adapt and find new ways to inspire travelers.” 

The future of social media might be uncertain, but one thing is clear: our commitment to creating connections and inspiring travelers remains steadfast. Ready to reroute? Let’s chat and chart the next chapter of your destination marketing journey.

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