What the TikTok Ban Bill Means for B2B Marketing in 2023

Anthony BlatnerB2B Marketing, News, Social Selling

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“Is TikTok going to be banned?” 

Chances are, you’ve heard this question before. Since 2020, there have been several attempts to ban TikTok. In fact, on May 18, 2023, Montana’s governor successfully banned the app. At first glance the Restrict Act may just seem like the latest attempt on a national level. This may be true; however, supporters and opposers of the bill can agree that it is an aggressive solution.

What Will it Do? 

The Restrict Act, more commonly known as the “TikTok ban bill,” would give the US government the ability to ban any kind of software, tech, or communications that it deems a national security risk. The bill intends to address concerns about data privacy and national security, particularly related to the potential for foreign governments to access sensitive information through these applications.

If passed, the bill would prohibit the use of TikTok and other applications, and federal agencies would mandate users to remove these applications from devices that already have it installed. There is also a lot of talk about criminalizing the use of VPNs in order to gain access to banned materials. 

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Are B2B Companies Even on TikTok? 

While most of the opposition is coming from TikTok users, it is likely that this bill would also have a big impact on B2B marketing. Beyond TikTok, the continual legal and political conversations around social media regulation are a hot topic for B2B marketers, as these bills can potentially impact their social media strategies and advertising efforts. 

Platforms like Instagram and TikTok may seem more suited for B2C marketing, but there are still treasure troves of potential in these platforms for B2B operations like ours—and yours.

Despite TikTok being widely known as a platform for entertainment and Gen Z, it may come as a surprise that many B2B companies are actually using it to their advantage. In recent years, TikTok has witnessed a significant increase in B2B traffic. This proves that it’s not just limited to consumer brands. From showcasing company culture to promoting new products, businesses are finding creative ways to leverage TikTok’s unique features and reach a wider audience. 

So the answer is yes. It is relevant. 

Governments around the world are cracking down on misinformation and data privacy. Marketers must stay vigilant and adapt to any new regulations to ensure compliance and maintain consumer trust.

Why B2B Companies Should Be Mindful of the Restrict Act

In short, if TikTok is banned in the United States, it is only logical that there will be a migration of thumb traffic as users in all areas return to other platforms. 

B2B marketing professionals may not have any say in whether or not the restrict act passes; however, it is essential that they stay up to date on data privacy laws, content moderation rules, and political advertising guidelines. 

But don’t type “tiktok ban bill number” into your Google search browser and plunge yourself into a doom scroll just yet. Remember that you are not powerless here! 

Regardless of the US Senate’s decision, you can still engage with the leading trends and marketing strategies that have made TikTok such a popular platform. 

How to Keep Yourself Ahead

Here’s our advice: 

Diversify your active platforms –  If the majority of your traffic is coming from TikTok, make sure you put some extra time into platforms like Facebook, YouTube, Twitter, and – our favorite – LinkedIn

Save Important Content – Make sure to keep a posting calendar or record of all content that goes out. Your work is valuable, and you don’t want the death of a platform to erase the time you spend developing your content.

Encourage your Followers to Move Platforms with You – It’s not uncommon to request your followers to move with you when apps go down. 

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The Bottom Line

The social media landscape is constantly evolving, but B2B marketers can stay ahead of the curve by keeping an eye on where the traffic is coming from. 

While regulatory environments and platform changes may occur, diversifying your platform, keeping track of all outgoing content, and building followers across platforms will help you flourish. 

In the meantime, share this post on social media to help other B2B marketers stay ahead of the game!