As the social app TikTok ban in the US looms and the next steps are unclear, the app has seen an increase in usage. This can only be associated with scarcity marketing.
This theme is defined as creating urgency and excitement around something, like an app, a product, or a sale. Thus, motivating individuals to download, purchase, or use the product until time runs out.
So, what’s next for TikTok?
TikTok Marketing: A Nightmare or a Genius Ploy to Increase Usage?
It’s a billion-dollar company, yet it has no control over what happens in the United States. China-based technology company and creator of TikTok, ByteDance, is likely scrambling this week to see what the future of their app in the US will look like.
In the meantime, TikTok users are flocking to the app by the millions. Currently, there are 170 million US users. Users are looking to utilize the popular platform to record videos, watch their favorite influencers, and make connections with people around the world before it’s too late.
In the marketing world, we know this phenomenon as “scarcity marketing.” It’s typically used by companies to push products, sell tickets, or encourage downloads. The 170 million US users who log on to TikTok each day are anxiously awaiting to see what will happen to their go-to social platform. In the meantime, they’re consuming as much as they can.
The idea of FOMO presents itself here as well. This is where users have the fear of missing out on something that everyone is buying, using, or enjoying. Currently, TikTok is the center of every digital newsreel. This includes constant reminders of what could happen if the ban becomes official.
And while ByteDance is certainly stressed about its loss of revenue and a massive user base, they are surely enjoying a significant spike in traffic as users flock to the app in droves.
So, what’s next for advertisers and brands who use TikTok for their major campaigns in 2025?
TikTok Marketing Strategy for 2025: What’s Next for Brands & Advertisers
Modern brands’ TikTok marketing strategies have to adapt as the future of the app remains unclear. Whether President Trump moves forward with his pledge to restore the app for good remains to be seen, and brands must strategize accordingly.
For the brands, advertisers, and influencers who rake in billions on the social app, the future is unclear. According to a forecast from marketing group WARC Media, the ban would mean more than $11 billion in annual U.S. ad investment would be up for grabs.
Before the ban, US TikTok ad revenues were estimated to hit $15.26 billion in 2026. As of today, it’s unclear what this number will look like for 2025. In the meantime, where will this ad spend go if it can’t be used on TikTok? Likely, to other platforms and apps already in the ring, such as Instagram, Meta, and YouTube Shorts.
Instagram boasted 169 million US users in January 2024, while Meta rakes in over 250 million from the US alone. YouTube’s user count is nearly 240 million in the United States, making these three giants the top contenders for ad revenue that can’t be spent on TikTok.
If we see a huge revenue flux in these companies in 2025, we’ll know who to thank!
Get the guidance you need from WCD.
While the future of TikTok is uncertain, one thing remains true — brands must be able to adapt to the times, adjust their marketing strategies, and be ready for anything. Marketing is one of the most important parts of any business plan. It can make a business very successful, or help it tank.
Not sure where your marketing strategy is heading? WCD can help. We’re a team of marketing professionals, with expertise in strategy, design, development, and content marketing to guide you through these tumultuous times. Contact us today!
