EVERSANA INTOUCH’s Post

Check out my article in Med Ad News on the fate of #TikTok and what the future looks like for #PharmaAdvertising if a ban goes into effect.

I used to be obsessed with learning how to grow a following on social media, primarily Instagram. Back in 2017/2018, building an audience on Instagram meant daily (read: hourly) engagement on the platform, along with building a niche audience and voice. Basically, you had to show up early and often by posting daily stories and in-feed posts. (A lot of that is probably still true.) I watched many, many influencers grow their platforms on Instagram. That was way before TikTok came on to the scene and turned the social media landscape on its head. And since then, I've watched many, many different/new influencers rise to the top, because they've utilized TikTok.   Now, as TikTok is threatened to shut down we could face this social media shift again, which should pose as a reminder for influencers, content creators, and those utilizing social media to build brand presence that agility is key. Understanding your target audience and getting extremely specific about who are speaking to and why (even if it means cultivating a smaller, more dedicated following) can help you navigate the ever-evolving (ever-confusing) landscape of social media. Getting extremely specific can help you diversify your content across platforms (engaging Reels on Instagram, quick, witty comments and posts on TikTok, longform posts on LinkedIn, etc.) and stay relevant when the algorithm changes (and it will).   But my biggest piece of advice: Own your content. Drive your audience to your blog, newsletter, website, etc. and save that content and those email lists. As we've seen (and are seeing), social media platforms can have outages, get shut down, etc. You don't want to rely only on one or two social platforms for building your audience, creating content, driving sales, or marketing, because once they're gone, all of your content and your audience is gone. And that is no fun.   What other advice would you give? #socialmedia #marketing #communications #tiktok https://lnkd.in/e7CuHz93

What does the recent approval by the U.S. Senate of a bill that could potentially lead to the prohibition of TikTok for advertisers and businesses? Despite concerns, advertisers are already strategizing, eyeing Meta and Google for ad reallocation. While the threat is present, many anticipate that it won't come into effect immediately, given TikTok's legal actions and the extended deadline for divestment. Although smaller businesses may encounter obstacles without TikTok, larger marketers view it as a manageable transition, considering TikTok is not a crucial element in their marketing strategies. #DigitalMarketing #AdvertisingTrends #socialmedia #influencers

I've just published a blog post to answer many questions that I know advertisers have about the possible ban of TikTok in the United States, including the potential impact on advertising. I hope you find this a useful perspective based on our observations and experience with social media advertising. #TikTok #LITrendingTopics #Social Media https://lnkd.in/g4BkrVEf

The TikTok ban saga continues to unfold, and the marketing world is buzzing with opinions. On one side, you’ve got the proponents of the ban, arguing that the app poses a serious national security risk due to its Chinese ownership and data-gathering practices. On the other hand, the anti-ban crowd is quick to point out the potential economic and cultural consequences of such a move. After all, TikTok has become a powerful marketing and creative platform, especially for small businesses and influencers. See the arguments for and against as reported by MarTech: https://lnkd.in/g3i3SRN8 Ultimately, we believe that any decision should be made with careful consideration of the broader implications. After all, the world of marketing and social media is constantly evolving, and we need to be nimble to stay ahead of the curve. What do you think? We’re curious to hear your thoughts on the ongoing debate. 🤔 #TikTokBan

Is a TikTok ban imminent?   The potential ban on TikTok has sparked discussions and strategizing across the digital advertising landscape. So, what does this mean for your brand's social strategy?   Here, we address:   - The likelihood of a ban - Pivoting strategies for advertisers - New platforms to watch - How to future-proof your digital presence Read the full blog here: https://lnkd.in/gW6aCrUN #mediabuying #TikTok #socialmedia

The potential TikTok ban in the US has massive implications for creators, influencers and brands who've built audiences and income streams on the platform. And honestly, it's a frightening prospect. So far, creators have pulled much of their income from TikTok brand sponsorships. They are understandably very nervous about what a ban would mean for her livelihood. TikTok is a cornerstone of their business model for them and so many others. The same goes for brands that have gone all-in on TikTok to reach key demographics, especially Gen Z. Suddenly losing access to a core marketing channel could be hugely disruptive. It is expensive when you think about the sunk cost of all that speciality TikTok content. I remember a few years back when there was talk about a potential TikTok ban; most of us shrugged it off. It seemed far-fetched. But with this new bill advancing, that offhand threat is starting to feel much more real. My perspective? Diversification needs to be the name of the game moving forward for anyone who relies on social platforms to reach audiences and drive revenue. Putting too many eggs in the TikTok basket, no matter how attractive the ROI may look right now, is just too big a risk. What strategies are you all using to diversify and safeguard against disruption? Are you doubling down on other established platforms or maybe testing out newer apps? Investing in building out owned channels like email lists and websites? There's no one-size-fits-all playbook here. But I think we'd all be wise to take a hard look at our social media dependence and ensure we have solid contingency plans. What steps are you taking to diversify and hedge against platform risk? Let me know in the comments! P.S. If you're worried about a potential disruption in your advertising and want a strategy that protects you from putting all your eggs in one basket, reach out here: https://lnkd.in/eieEjBgk. #TikTok #SocialMedia #GenZ #DigitalMarketing #ElixirrDigital

The TikTok ban bill making its way through the U.S. House has sparked a flurry of debates and discussions across the tech and social media industries. As it heads to the Senate, the potential implications for businesses and content creators are significant. In my work, especially with brands leveraging TikTok for dynamic storytelling, the importance of staying informed and agile in response to such policy changes cannot be overstated. Adapting strategies in real-time is crucial. How are you preparing for possible shifts in the social media landscape? #TikTokBan #SenateVote #TechPolicy https://lnkd.in/gmcEEhx5.

As the legal battle between TikTok and the U.S. government intensifies, influencer marketing agencies are facing a critical juncture. The potential ban of TikTok from ByteDance has prompted agencies to develop contingency plans, highlighting the volatility of the current digital marketing ecosystem. Ad agencies are seeking "kill clauses" in contracts and considering budget reallocation to alternative platforms like Meta's Reels and YouTube's Shorts. For influencer marketing agencies, this battle is a lesson that we should develop flexible, multi-platform strategies for influencers and focus on creating high-quality, engaging content that can resonate across various platforms. This controversy has shown us the increasingly interconnected nature of technology, politics, and marketing in our global digital ecosystem and we should take all the measures to be prepared. #TikTok #socialmedia #infuencermarketing

What do to do with TikTok in terms of your marketing and advertising strategy? There is strong user growth on the platform. But... Congress is taking action and it looks like they will be able to regulate what it can do (at least here in the US) and how it's going to operate. So will a new US-owned subsidiary be the same thing? The code that runs TikTok is produced and owned by ByteDance they are not likely to simply hand it over a new US-owned company. Will action by lawmakers tank it? Do you go all in a content strategy where it could blow up in your face in a few months? Or do you say, look we'll learn something, we can create some new fans, and if we do it right, they'll come with us regardless of the platform? I think it's the latter. Get to the party while it's hot and if it ends, take the people with you.