Tag: TikTok

What would a TikTok ban mean for higher ed?

Less than two weeks into President Donald Trump’s second term, he’s already testing the limits of executive power.

As one of his first actions in office, he wielded that power to resume Americans’ access to TikTok—the popular Chinese-owned short-form video app 47 percent of college students use on a daily basis—after the U.S. Supreme Court upheld a law banning it.

Last April, Congress banned companies from distributing, maintaining or updating a “foreign adversary controlled application,” specifically those “operated, directly or indirectly” by TikTok or its parent company, ByteDance Ltd. As a result, TikTok went dark for about 12 hours two days before Trump, who had previously supported the idea of a TikTok ban, took office. Almost immediately after his inauguration, he issued an executive order halting enforcement of the ban for 75 days, while the administration determines “the appropriate course forward in an orderly way that protects national security while avoiding an abrupt shutdown” of TikTok.

Some experts say Trump’s order falls into murky legal territory, and TikTok’s fate in the U.S. remains unclear. But banning a social media app that 170 million Americans use as a tool for self-expression and self-promotion would have numerous implications for both college students and their institutions. A 2022 study found two-thirds of teenagers were using TikTok to consume a wide range of information, including news, tutorials, entertainment and advertisements, making it a vital recruiting tool for colleges.

“TikTok represents a pivotal transition point between what was the social media–driven higher ed of the last 15 years and now the artificial intelligence–powered, immersive digital future that’s going to define the next decade,” said J. Israel Balderas, an assistant professor of journalism at Elon University and a lawyer specializing in First Amendment cases. “TikTok isn’t just a social media platform somehow caught in this geopolitical battle. It represents a transition point in digital history.”

Last week, Inside Higher Ed asked Balderas five questions about what a TikTok ban would mean for students, faculty and institutions. The interview has been edited for concision and clarity.

1. What are the implications of a TikTok ban for the culture of higher education?

TikTok has become a dominant space for student expression, activism and social engagement. For professors, it also has become a place of research and AI literacy. Losing the platform means that student organizers would lose a mobilization tool. TikTok has played a critical role, not just in campus activism—from political movements to social justice campaigns—but it has also been a way for others to communicate and play a role in the marketplace of ideas.

What’s most concerning to me is the potential chilling effect on student expression. Students will start to question whether other digital spaces will face similar crackdowns. For example, if TikTok can be banned under the guise of national security, what will happen to other foreign-owned or politically sensitive platforms? Will they be next?

Universities would also lose a primary storytelling platform. You have campus life blogs; you have student-run media accounts. TikTok allows institutions and students to shape their narrative in a way that no other platform currently allows.

2. Do you think there’s justification for a TikTok ban?

It depends on how you weigh national security risks versus free speech rights. The Chinese government could potentially use TikTok’s recommendation engine to shape political discourse, suppress content or even promote certain narratives. But we’ve been here before with that. We were here in 1919 with Schenck v. United States and Abrams v. United States that questioned influence from socialists and communists. What we discovered is that the marketplace of ideas theory works and the truth rises.

While the national security argument is valid, why is TikTok being singled out when U.S.-based platforms with equally invasive data practices, like Meta, Google and X, remain untouched? The First Amendment doesn’t protect the companies from regulation, but it does protect Americans’ right to access information.

J. Israel Balderas is a journalism professor at Elon University and a First Amendment lawyer.

3. Could such a ban really be enforced? What might college students do to get around it?

Banning a social media app in a free society is incredibly difficult.

Big tech being so powerful and so close to power in Washington also creates a very gray legal area, because Apple and Google control access to mobile apps. If they refuse to reinstate TikTok, then enforcement becomes a de facto reality even without the government directly blocking access. But what we saw earlier this month, with Trump’s intervention to reinstate TikTok, shows that enforcement can be overridden by executive power. So, it’s unclear how consistently a ban could be applied, but enforcement of a ban is far more complicated than either the courts or Congress can anticipate.

College students are digital natives, and they adapt to these things by bypassing restrictions. They can use VPNs [virtual private networks], which are already widely used in countries with restricted internet laws, like China. Students could also download it from unofficial sources, instead of the traditional app stores. They can also use alternative apps, like the other, increasingly popular Chinese-owned app, RedNote.

Somebody will find an emerging app, especially now in the world of AI, where AI is open source. You can take the backbone of TikTok, and with AI and proper coding you can create the same kind of environment as TikTok. So how many more clones out there would that be, right?

4. How would a TikTok ban shape colleges’ digital literacy efforts in the age of AI?

A TikTok ban would be a blow to digital literacy and AI education. This is the moment when we need to be talking about AI education and what it means for the workforce, students and us as faculty members, who are teaching that it’s not just about facts and knowledge. It’s about teaching students how to ask the right questions and how to connect the dots.

TikTok opens the door to asking students what it is the algorithm knows about you, if that’s an ethical thing and if they want it. It’s not about shaming students for their choices. It’s about teaching them to think critically about what they’re doing and then letting them decide what it means for their lives and relationships.

If the government can decide what content is good or bad for the population, we’d have to rethink what it means to have AI literacy in the curriculum.

5. TikTok is caught in a geopolitical crossfire. Is there a teachable moment in all of this?

The fact that we are having these conversations is the best part of this entire fiasco. Because students are questioning if the government can really do these things. What about the future? What about AI? Will the government be able to say that it’s not suppressing speech, but just suppressing the person who’s writing these codes or the person who’s putting these algorithms into the marketplace? Students are at least trying to figure out what is the role the government will play going forward when it comes to ideas that are not popular.

If they’re being more critical about those things, then as a professor, I’ve done my job.

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January 30, 2025
PowerSchool Got Hacked. Now What? – The 74
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Were you a current or former student in the last few decades? Or a parent? Or an educator?

If so, your sensitive data — like Social Security numbers and medical records — may have fallen into the hands of cybercriminals. Their target was education technology behemoth PowerSchool, which provides a centralized system for reams of student data to damn near every school in America.

Given the cyberattack’s high stakes and its potential to harm millions of current and former students, I teamed up Wednesday with Doug Levin of the K12 Security Information eXchange to moderate a timely webinar about what happened, who was affected — and the steps school districts must take to keep their communities safe.

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Concern about the PowerSchool breach is clearly high: Some 600 people tuned into the live event at one point and pummeled Levin and panelists Wesley Lombardo, technology director at Tennessee’s Maryville City Schools; Mark Racine, co-founder of RootED Solutions; and Amelia Vance, president of the Public Interest Privacy Center, with questions.

PowerSchool declined our invitation to participate but sent a statement, saying it is “working to complete our investigation of the incident and [is] coordinating with districts and schools to provide more information and resources (including credit monitoring or identity protection services if applicable) as it becomes available.”

The individual or group who hacked the ed tech giant has yet to be publicly identified.

Asked and answered: Why has the company’s security safeguards faced widespread scrutiny? What steps should parents take to keep their kids’ data secure? Will anyone be held accountable?

Watch the webinar here.

In the news

Oklahoma schools Superintendent Ryan Walters, who says undocumented immigrants have placed “severe financial and operational strain” on schools in his state, proposed rules requiring parents to show proof of citizenship or legal immigration status when enrolling their kids — a proposal that not only violates federal law, but is likely to keep some parents from sending their children to school. | The 74

Not playing along: Leaders of the state’s two largest school districts — Oklahoma City and Tulsa — rebuked the proposal and said they would not collect students’ immigration information. Educators nationwide fear the incoming Trump administration could carry out arrests on campuses. | Oklahoma Watch

Walters filed a $474 million federal lawsuit this week alleging immigration enforcement officials mismanaged the U.S.-Mexico border, leading to “skyrocketing costs” for Oklahoma schools required “to accommodate an influx of non-citizen students.” | The Oklahoman

Timely resource guide: With ramped-up immigration enforcement on the horizon — and with many schools already sharing student information with ICE — here are the steps school administrators must take to comply with longstanding privacy and civil rights laws. | Center for Democracy & Technology

A federal judge in Kentucky struck down the Biden administration’s Title IX rules that enshrined civil rights protections for LGBTQ+ students in schools, siding with several conservative state attorneys general who argued that harassment of transgender students based on their gender identity doesn’t constitute sex discrimination. Mother Jones

Fires throw L.A. schools into chaos: As fatal wildfires rage in California, the students and families of America’s second-largest school district have had their lives thrown into disarray. Schools serving thousands of students were badly damaged or destroyed. Many children have lost their homes. Hundreds of kids whose schools burned down returned to makeshift classrooms Wednesday after losing “their whole lifestyle in a matter of hours.” | The Washington Post

At least seven public schools in Los Angeles that were destroyed, damaged or threatened by flames will remain closed, along with campuses in other districts. | The 74

Has TikTok’s time run out? With a national ban looming for the popular social media app, many teens say they’re ready to move on (and have already flocked to a replacement). | Business Insider

Instagram and Facebook parent company Meta restricted LGBTQ+-related content from teens’ accounts for months under its so-called sensitive content policy until the effort was exposed by journalist Taylor Lorenz. | Fast Company

Students’ lunch boxes sit in a locker at California’s Marquez Charter Elementary School, which was destroyed by the Palisades fire on Jan. 7. (Photo by Justin Sullivan/Getty Images)

The Federal Communications Commission on Thursday announced the participants in a $200 million pilot program to help schools and libraries bolster their cybersecurity defenses. They include 645 schools and districts and 50 libraries. | FCC

Scholastic falls to “furry” hackers: The education and publishing giant that brought us Harry Potter has fallen victim to a cyberattacker, who reportedly stole the records of some 8 million people. In an added twist, the culprit gave a shout-out to “the puppygirl hacker polycule,” an apparent reference to a hacker dating group interested in human-like animal characters. | Daily Dot

Not just in New Jersey: In a new survey, nearly a quarter of teachers said their schools are patrolled by drones and a third said their schools have surveillance cameras with facial recognition capabilities. | Center for Democracy & Technology

The number of teens abstaining from drugs, alcohol and tobacco use has hit record highs, with experts calling the latest data unprecedented and unexpected. | Ars Technica

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January 18, 2025
FIRE statement on Supreme Court’s ruling in TikTok v. Garland

The Supreme Court today ruled that a federal law compelling TikTok’s parent company, ByteDance, to sell the social media platform or cease operations in the United States does not violate the First Amendment. The law functionally requires TikTok to shut down its operations by Jan. 19 absent some other accommodation.

FIRE issued the following statement:

Our unique national commitment to freedom of expression requires more caution than today’s ruling delivers. The unprecedented ban of a communication platform used by 170 million Americans demands strict judicial scrutiny, not the rushed and highly deferential review the Supreme Court instead conducted.

The Court explicitly notes the “inherent narrowness” of today’s decision. FIRE will hold it to that promise, and fight to contain the threat the ruling poses to our First Amendment rights.

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January 17, 2025
FIRE to SCOTUS: TikTok ban violates Americans’ First Amendment rights
Earlier this month, the U.S. Court of Appeals for the D.C. Circuit found that the law to ban TikTok in the United States did not violate Americans’ First Amendment rights. Never before has Congress taken the extraordinary step of effectively banning a platform for communication, let alone one used by half the country.

The First Amendment requires an explanation of why such a dramatic restriction of the right to speak and receive information is necessary, and compelling evidence to support it. The government failed to provide either.

What little Congress did place on the public record includes statements from lawmakers raising diffuse concerns about national security and, more disturbingly, their desire to control the American public’s information diet in a way that strikes at the heart of the First Amendment.

Today, FIRE and a coalition of organizations filed an amicus brief urging the Supreme Court to reverse the decision.

FIRE is proud to be joined by the following organizations and individuals for today’s brief:
- The Institute for Justice
- Reason Foundation
- The Future of Free Speech
- The Woodhull Freedom Foundation
- The First Amendment Lawyers Association
- Stop Child Predators
- The Pelican Institute for Public Policy
- CJ Pearson
Will Creeley, legal director at FIRE: “The government doesn’t have the power to pull the plug on TikTok without demonstrating exactly why such a dramatic step is absolutely necessary. It has failed to publicly lay out the case for cutting off an avenue of expression that 170 million of us use. The First Amendment requires a lot more than just the government’s say-so. Fifty years after the publication of the Pentagon Papers, Americans understand that invoking ‘national security’ doesn’t grant the government free rein to censor. By failing to properly hold the government to its constitutionally required burden of proof, the court’s decision erodes First Amendment rights now and in the future.”

Jacob Mchangama, executive director of The Future of Free Speech and senior fellow at FIRE: “For decades, the United States has been the global gold standard for free speech protections. The unprecedented bipartisan push to effectively shut down TikTok — an online platform where millions exercise their right to free expression and access information — represents a troubling shift from this proud legacy. If enacted, this ban would make the U.S. the first free and open democracy to impose such sweeping restrictions, drawing uncomfortable parallels with authoritarian regimes like Somalia, Iran, and Afghanistan, which use similar measures to suppress dissent and control their populations. This is not just about a single app; it is a litmus test for the resilience of First Amendment principles in the digital age. The Supreme Court must ensure that Congress is held to the highest standard before permitting actions of such profound consequence. A TikTok ban risks setting a dangerous precedent that undermines the very freedoms distinguishing democracies from autocracies.”

The D.C. Circuit’s decision justifies the Act’s sweeping censorship by invoking “free speech fundamentals.” In so doing, it confuses the First Amendment values at stake, and sacrifices our constitutional tradition of debate and dialogue for enforced silence. The D.C. Circuit’s misguided reasoning is sharply at odds with longstanding First Amendment precedent, violating the constitutional protections it claims to preserve. Instead of following the instructive example set by Taiwan, which has eschewed a blanket TikTok ban in favor of robust counterspeech, the D.C. Circuit’s logic echoes the authoritarianism of North Korea and Iran.

READ THE FULL BRIEF BELOW
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December 27, 2024
Supreme Court must halt unprecedented TikTok ban to allow review, FIRE argues in new brief to high court

Today, FIRE filed an amicus curiae (“friend of the court”) brief in support of TikTok’s emergency application for an injunction pending review of a law that would force it to shut down absent divestiture of Chinese ownership. The Summary of Argument from the brief, on which FIRE is joined by the Institute for Justice and Reason Foundation, explains the law’s grave threat to free speech.

The nationwide ban on TikTok is the first time in history our government has proposed — or a court approved — prohibiting an entire medium of communications. The law imposes a prior restraint, and restricts speech based on both its content and viewpoint. As such, if not unconstitutional per se, it should be subject to the highest level of First Amendment scrutiny. Given the grave consequences, both for free speech doctrine and for the 170 million Americans who use TikTok to communicate with one another, this Court should at least hit the “pause button” before allowing such a drastic policy to go into effect.

The U.S. Court of Appeals for the District of Columbia Circuit correctly recognized the Protecting Americans from Foreign Adversary Controlled Applications Act, (“the Act”) as a direct regulation of speech. Exercising original and exclusive jurisdiction over TikTok’s constitutional challenge, the court held the Act “implicates the First Amendment and is subject to heightened scrutiny,” and assumed but did not decide strict scrutiny was warranted. . However, the court held the Act “clears this high bar,” granting deference to the government’s characterization of alleged national security concerns to conclude the Act was “carefully crafted to deal only with control by a foreign adversary, and it was part of a broader effort to counter a well-substantiated national security threat posed by the [People’s Republic of China].”

Although the appellate panel was correct that the Act should be subject to the highest level of First Amendment scrutiny, it failed to actually hold the government to its burden of proof, and deferred too readily to unsupported assertions of a national security threat.

Congress has not met the heavy constitutional burden the First Amendment demands when regulating speech, let alone banning an entire expressive platform. No published legislative findings or other official public records attempt to explain or substantiate why the Act’s severe encroachment on millions of Americans’ right to speak and to receive information is necessary to address a real and serious problem. Nor was there any showing the ban would effectively address the asserted risks.

The proffered evidence of the law’s purpose reveals illegitimate intent to suppress disfavored speech and generalized concerns about data privacy and national security. These concerns fall far short of satisfying strict scrutiny, and the court’s extreme deference to governmental conjecture is unwarranted, misguided, and dangerous. Nor is the Act narrowly tailored to any compelling or substantial government interest, as the First Amendment requires.

Constitutional intrusions of this unprecedented magnitude demand this Court’s full consideration before they take effect. This Court should grant Petitioners’ emergency application for an injunction pending review.

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December 17, 2024
TikTok Marketing in the Face of Potential Bans
If you’ve scrolled TikTok recently, you might have noticed that some of your favorite creators have started bringing up their other handles, encouraging you to follow them on different platforms. With the ban possibly becoming effective as early as January 2025, this trend is becoming increasingly popular. From micro-influencers to brand giants, creators are taking decisive action, urging their audiences to follow them on alternative platforms as a failsafe. These creators aren’t just reacting—they are leading the pack by ensuring that their followers stay connected, no matter what challenges lie ahead.

As the calendar inches closer to January, the time to rethink and implement your digital strategy is now.

For marketers who have leveraged TikTok’s platform to amplify their brands and connect with consumers in unprecedented ways, the looming possibility of bans or restrictions raises pressing questions about the sustainability of their marketing strategies. As we navigate this pivotal moment in digital marketing history, it’s crucial for marketers to assess the implications of potential TikTok bans and explore alternative strategies to adapt to an evolving landscape.

Understanding the Current Landscape

In April 2024, President Biden signed the “Protecting Americans from Foreign Adversary Controlled Applications Act,” requiring TikTok’s parent company, ByteDance, to find a buyer within nine months or face a nationwide ban in The United States. The legislation, if enacted, would result in TikTok losing all market share in the U.S., effectively removing the app from the country’s digital landscape and preventing millions of American users from accessing its content.

The ban stems from rising concerns over national security and data privacy, given ByteDance’s origins in China. American policymakers and critics of TikTok contend that the Chinese government could gain access to sensitive data and influence Americans on geopolitical issues, both posing significant concerns for American users’ privacy and national security. U.S. Lawmakers have cited these concerns by drawing attention to potential laws that could “allow the Chinese government to secretly demand data from Chinese companies and citizens for intelligence-gathering operations.” Additional concerns include the app’s ability to fuel misinformation through TikTok’s content recommendations. This isn’t the first time these fears have been highlighted, as President Trump attempted to ban the video-sharing app back in 2020.

In May 2024, TikTok responded to President Biden’s proposed ban with a lawsuit, arguing that the bill violates Americans’ First Amendment rights. If the bill succeeds, the ban will remove TikTok from all app stores, effectively hindering the ability for the platform to garner new downloads and provide updates to active users, which would render TikTok obsolete over time.

The ban on TikTok could significantly impact the way marketers manage their advertising. Currently, U.S. ad businesses on TikTok are anticipated to see $10.42 billion in ad revenues in 2024. Furthermore, forecasts anticipate that TikTok will “make up 12% of US social network ad spend and 3.4% of US digital ad spend in 2024.” TikTok’s potential ban underscores the critical need for marketers to stay informed and adaptable, given the platform’s sizeable relevance in the U.S. ad market.

Building a Multi-Platform Ecosystem

In an era of rapid digital evolution, building a multi-platform ecosystem is no longer just a strategy—it’s a necessity. The volatility of social media platforms is no secret. Given recent challenges with platforms like Twitter, now X, we’re well aware of the vast changes in the realm of social media. The potential TikTok ban further underscores the risk of relying too heavily on a single platform. For marketers, this means a single-threaded approach to video marketing is a vulnerability they cannot afford.

One of the most effective ways to mitigate such vulnerability is to diversify. At EducationDynamics, we have long recommended a diversified approach when it comes to marketing at any point in the funnel. This strategy involves distributing your marketing efforts across multiple stages to achieve optimal stability and reach.

Our target audience consumes media across multiple channels and mediums, and always has. New vendors will always appear in the mix to test and integrate into full funnel marketing plans, but it is never recommended to place all your eggs in one basket. We need to reach our audience multiple times across multiple platforms to have effective reach and frequency.

Lora Polich, Senior Director of Awareness Media

Building a robust brand presence beyond TikTok is crucial, and investing in owned media channels such as websites and email newsletters is essential for gaining the most long-term value. An optimized website serves as the hub for your institution’s brand, providing credibility and important information about your institution’s unique offerings.

Similarly, email newsletters play an instrumental role in the student journey by fostering engagement and creating lasting relationships with both prospective and current students. Through personalized and consistent email communications, you will be able to keep your student audiences connected, engaged, and informed on the latest updates and offerings your institution has.

Lastly, it is essential to monitor ongoing regulatory developments and adapt your strategies accordingly. The looming TikTok ban, and ever-changing social media landscape illustrate that shifts can occur at any time. Staying informed about these changes is crucial for being able to pivot your strategy and remain compliant with the latest regulations. By equipping yourself with the most current information, you can ensure that your marketing efforts stay relevant and that you can continue to effectively reach your audience.
Evaluating Alternative Platforms

As the social media environment continues to shift, understanding where your target audience is most engaged becomes increasingly important. In EducationDynamics’ 2024 Online College Student Report, we surveyed students to ascertain their media consumption habits and platform preferences.

According to the report, most online college students reported using Facebook (75%), TikTok (74%), and Instagram (72%) daily. However, a significant portion reported daily use of Snapchat (66%), Twitter (56%), Discord (48%) and LinkedIn (44%).

While Facebook, TikTok, and Instagram dominated daily usage, online college students reported LinkedIn (42%) as the most helpful and trustworthy platform when researching schools. Reddit (33%), Facebook (32%), Twitter (28%), and Instagram (25%) followed in terms of usefulness for this purpose. Only 19% found TikTok helpful for school research.

Given the potential ban on TikTok, the most viable options for delivering video content are LinkedIn for its trustworthiness and strong daily usage, Facebook and Instagram for broader reach and informal engagement, and Facebook and Instagram Reels for further boosting informal engagement and brand building opportunities.

Understanding which platforms are best suited for specific types of content and engagement can help you maximize their potential and mitigate potential losses from a TikTok ban. Prioritizing LinkedIn for research, strategically utilizing Facebook and Instagram, as well as exploring the latter platforms’ reels features for informal engagement opportunities offers a balanced approach to reaching and engaging online students in a changing social media landscape.

Expanding Reach through Multi-Platform Video Marketing

The 2024 Online College Student Report also found that nearly all online college students (98%) consume content from one or more streaming services. Seventy-five percent of online college students stream media daily on YouTube, making it the platform with the largest usage and largest opportunity for schools to build brand awareness and consideration. This highlights the importance of a diverse marketing strategy with a full funnel approach comprised of multiple platforms that deliver personalized messaging tailored to prospective students’ place withing their enrollment journeys.

At EducationDynamics, we encourage video production that can be used across platforms, in a variety of dimensions, and highlights what makes the university unique, such as student testimonials and graduation. By capturing this ‘evergreen’ video, we can quickly shift focus in social media platforms when challenges (or exciting changes like new apps) like this arise

 Caryn Tate, Senior Manager of Digital Marketing

The rise in alternative platforms for video marketing offers marketers a flexible approach by enabling the use of the same video content across multiple channels. This adaptability ensures that marketers can maximize their reach across multiple audiences by tailoring their content to the unique preferences of each platform. Additionally, marketers can now repurpose video files across platforms without worrying about intrusive cropping or coverage by platform-specific icons, titles, or captions. This ‘safe zone’ within a video guarantees visibility on all platforms, reducing the stress of potentially losing valuable messaging.

Consider These TikTok Alternatives for Your Video Marketing Needs:

Instagram Reels 

Facebook Reels

YouTube Shorts

Reddit

LinkedIn

If the TikTok ban goes completely undownloadable, schools need to take away how TikTok changed the social media playing field. It changed how brands entertain while delivering information. Schools can see what content was successful for the platform and how they can develop other content for different platforms. TikTok also showed how quickly audiences can adapt to social media platforms, meaning it is essential to stay up to date with all social media adaptations and changes.

John Michael Szczepaniak, Senior Social Media Strategist

The landscape of higher education marketing, like all sectors in the digital realm, is marked by constant evolution. As both consumers and marketers, we understand the importance of safeguarding our data and audiences across platforms. The potential fate of TikTok serves as a reminder that new platforms will inevitably emerge, challenging the status quo and reshaping how we engage with audiences. Just as marketers have navigated through shifts in platforms in recent years, adaptability and proactivity remain paramount. The resilience of marketers throughout history underscores the industry’s ability to weather such storms. While legal challenges to platforms like TikTok may present hurdles, they are just one of many bumps in the road, and with each challenge comes an opportunity for innovation and growth.

With the uncertainty around platforms like TikTok, now is the perfect time to adopt a multi-platform approach designed for the entire student journey. Our experts can help you build a resilient, full-funnel marketing strategy that drives enrollment, regardless of future shifts. Reach out today to start the conversation.
FAQs About the TikTok Ban

This FAQ section will be regularly updated to reflect the latest developments regarding the TikTok Ban. Check back for new insights and answers to frequently asked questions.

How did we get here?

TikTok’s undeniable popularity surged during the pandemic, with lockdowns driving a significant increase in users. During this time, the app saw a staggering 45% increase in monthly active users from July 2020 to July 2022. According to data from the 2024 Online College Students Report, 74% of online college students who use social media visit TikTok daily. With over 1 billion monthly active users, TikTok quickly became a major player in social media, known for its ability to spark viral trends and innovative marketing opportunities. However, its future is now uncertain due to growing regulatory and geopolitical challenges. As these issues continue to unfold, TikTok’s position in social media has become increasingly uncertain.

What is the current status of the TikTok ban?

While a complete US TikTok ban isn’t in effect yet, the situation is evolving rapidly. Several states have banned TikTok on government devices, and there’s ongoing discussion at the federal level about potential security risks and data privacy concerns.

How might a TikTok ban affect my marketing efforts?

TikTok ban could significantly disrupt your marketing efforts if you rely heavily on the platform to reach prospective students. Losing access to your TikTok audience and content could mean losing valuable brand awareness, engagement, and lead generation opportunities.

Are there any contingency plans I should have in place?

Absolutely. Don’t wait for a ban to happen before you act. Here’s what you should be doing:

Diversify your social media presence: Focus on building a strong presence on other platforms like Instagram Reels, YouTube Shorts, and even emerging platforms relevant to your target audience.

Download and save your existing TikTok content: This way, you’ll have a library of assets you can potentially repurpose on other platforms if needed.

Focus on building your owned channels: Prioritize growing your email list, website traffic, and content marketing efforts to reduce reliance on any single platform.

Engage with your TikTok followers on other platforms: Encourage them to connect with you elsewhere to maintain that connection.

What are the potential alternatives to TikTok for marketing purposes?

LinkedIn: Enables targeted outreach to prospective students during their decision-making process, capitalizing on the platform’s reputation for credible professional networking and industry insights.

Facebook and Instagram: Offer powerful tools for amplifying brand awareness, cultivating vibrant online communities, and driving early-stage engagement through diverse content formats and a vast, active user base.

YouTube Shorts: Provide access to YouTube’s massive audience, allowing institutions to connect with prospective students through engaging short-form video content while also leveraging the platform’s strength in longer-form video.

How can I stay updated on the latest developments regarding TikTok bans?

To stay updated, don’t hesitate to leverage your EDDY resources, as we are always here to help you with your marketing and enrollment journeys! In addition, we recommend following Social Media Today and HubSpot’s Blog as resources for staying aware of the latest industry updates.

Links to additional resources about the latest news about TikTok:
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September 3, 2024