TikTok announced this week that it will set a 60 minute screentime limit for users under the age of 18. The question for businesses looking to reach younger audiences is now: how do you navigate this change? Because youngsters can no longer use the app as much as they wish, brands need to reconsider their social media strategies.
TikTok has emerged as a major player in the world of social media marketing. In large parts this is due to its popularity among teenagers and young adults. The very same audience that is now facing restrictions. One of the main concerns for businesses is the impact this change could have on their ability to reach and engage with younger audiences.
Many brands have built entire marketing strategies around the platform, with influencers and user-generated content playing key roles. With TikTok getting banned for users under the age of 18, businesses will now need to adjust those strategies to continue reaching younger audiences. This could imply devoting more time and resources to other platforms that are popular with younger users, such as Snapchat or Instagram.
How TikTok getting banned for under 18s could affect businesses
- Ad targeting and display ads may change now that unrestricted use of the app is only available to users over the age of 18. Brands must keep an eye on these changes and adjust their ad strategies if need be.
- Businesses have opportunities to shift their marketing strategies towards older audiences. Brands that can adapt their marketing strategies to meet the needs of this demographic may find new success on the platform.
- Businesses will need to rethink their content strategies. It will be even more important now to target the right audience on the right platforms from an SEO standpoint. It is an absolute must that businesses create high-quality, engaging content that resonates with their target audience. Bonus points go to those that tailor their content to the unique features and limitations of each platform.
- Another factor to consider is the possibility of increased competition on TikTok. Businesses that previously saw success with teenage audiences are likely to shift their strategies to target people in their 20s. As a result, there are now more brands competing for those audiences’ attention. This makes it more difficult to stand out and brands need to bring their A-game to stand out. Creating highly engaging content and cultivating strong audience relationships will be more important than ever.
Overall, the full use of TikTok getting banned for under 18s is likely to have far-reaching consequences. This is especially true for businesses that rely on the platform for marketing campaigns. However, with the right strategies and tactics, they can still effectively reach their target audiences on TikTok and other social media platforms. The key is to adapt to changes and keep up with the latest developments in the world of digital marketing.