After years of debates, a divest-or-ban law from Congress, and lots of legal wrangling, TikTok, the popular social media app, is now facing a potential ban in the United States. The Supreme Court recently rejected TikTok’s appeal, forcing the company to either divest or face removal from the U.S. market by January 19th. As speculation swirls around the length of the ban, whether TikTok will comply by removing the app itself, or if the new administration might work to reverse the ban, the next few weeks are critical. In this uncertain climate, it is crucial to examine what a TikTok ban means for the games industry, especially in terms of marketing strategies and user engagement.
1. Play it smart with your audience
Game developers need to act quickly and wisely to maintain their audience after a potential TikTok ban. The first step is recognizing that the audience will be looking for new entertainment sources. Instead of waiting for them to find alternatives, developers should proactively identify emerging social media platforms and establish a presence there. Newcomers like RedNote, BlueSky, and Lapse might offer the perfect haven for displaced TikTok users. By entering these new platforms early, developers can seize the blue ocean growth opportunities and attract an audience that’s eager for new content.
Identifying the right platform is only the beginning. Developers must tailor their content strategies to fit each new platform’s unique characteristics and user base. Creating engaging content that resonates with the new audience is crucial for maintaining user interest and fostering community growth. By doing so, developers can keep their audience engaged and minimize the disruptive impact of a TikTok ban.
2. Ride the momentum wave
In times of disruption, riding the momentum can be a powerful strategy for game developers. Capitalizing on the chaos and uncertainty created by the TikTok ban can help maintain user engagement and even attract new players. Developers should create content that leverages the current situation, whether it’s through timely promotions, limited-time events, or thematic content related to the TikTok ban.
For example, developers can produce TikTok-related memes to spark user engagement. Memes like “No TikTok? Let’s make YouTube Shorts great again” can resonate with the audience and drive interaction. Additionally, using push notifications to keep users informed and entertained is a valuable strategy. Messages like “Bored without TikTok? Cry no more, [live event] is coming to [your game] on [date, time]” can encourage users to stay connected and engaged with the game.
3. Create organic content on TikTok now
Before TikTok is removed from the U.S. market, game developers should take advantage of the platform’s remaining time by creating organic content that addresses the impending ban. Urgency is key; developers have just a few days to capitalize on this moment. Creating content that informs users about the potential ban and offers solutions can help retain the audience. Developers can guide their TikTok community on where to migrate after the ban, whether it’s Discord, Telegram, or YouTube Shorts, inviting them there as soon as possible.
Launching official gifts or benefits for the TikTok audience is another effective strategy. For instance, messages like “TikTok friends, we will miss you! Until we are back, here’s [gift]. Redeem by [how] on [game]!” can help maintain goodwill and engagement, ensuring that users remain connected with the game even after the platform is banned.
4. Negotiate with other ad networks
With the potential TikTok ban looming, game developers need to explore alternative advertising networks to shift their user acquisition (UA) budgets effectively. Negotiating with other ad networks can help developers find new avenues to reach their audience. Developers can approach ad networks with statements like, “Hey I have $x previously allocated for TikTok. With that off the table, what could we achieve if we shifted x% of this budget to you?”
Utilizing TikTok as a concept for paid campaigns on other channels can also maintain continuity in marketing efforts. Messages like “Missing TikTok? We got you: play [your game] and watch [in-game content] instead!” can resonate with users who are seeking alternatives to TikTok. Exploring untapped channels and identifying which apps are gaining traction as TikTok alternatives can provide new opportunities for marketing campaigns. Developers should start advertising on these emerging platforms before competitors do, securing an early-mover advantage.
5. Evaluate and adapt to disruptive changes
As the games industry navigates the potential TikTok ban, it’s important to evaluate and adapt to the disruptive changes that may arise. The ban could significantly impact the marketing strategies and user acquisition efforts for many game developers, especially those who have heavily relied on TikTok for their campaigns. Developers must be agile and ready to pivot their strategies to ensure they continue to reach and engage their target audience.
Key to this adaptation is staying informed and leveraging data to make informed decisions. Developers should closely monitor the performance of their campaigns on alternative platforms and adjust their strategies accordingly. Testing different approaches and channels can help identify what works best in the new landscape, ensuring that marketing efforts remain effective despite the disruptions caused by the TikTok ban.
6. Consider the broader implications
The potential TikTok ban has broader implications for the games industry beyond just marketing and user acquisition. It highlights the vulnerability of relying heavily on a single platform for user engagement and underscores the importance of diversification. Developers should take this opportunity to diversify their marketing efforts and explore new platforms, ensuring they are not overly dependent on any one channel.
Additionally, the ban raises important questions about data privacy and geopolitical factors. The games industry, much like other sectors, must remain vigilant and proactive in addressing these issues. Developers should consider the potential risks associated with different platforms and regions, and take steps to protect their games and user data. By adopting a more strategic and cautious approach, developers can mitigate the impact of such disruptions in the future.
7. Seize the opportunity for innovation
Despite the challenges posed by the TikTok ban, it also presents an opportunity for innovation within the games industry. Developers can use this moment to experiment with new formats, content types, and engagement strategies. The disruption can act as a catalyst for creative thinking and drive the industry to explore new ways to connect with audiences.
For instance, developers can experiment with new social media trends and emerging technologies. Platforms like VR and AR offer exciting possibilities for immersive and interactive experiences. By embracing innovation and staying ahead of the curve, game developers can turn the challenges of the TikTok ban into opportunities for growth and success.
8. Monitor and engage with the evolving landscape
In the wake of a potential TikTok ban, it is essential for game developers to closely monitor the evolving social media landscape and engage with new platforms as they emerge. Staying adaptable and responsive to changes in user behavior and platform dynamics can help developers maintain their competitive edge.
Developers should invest in tools and technologies that allow them to track and analyze user engagement across different platforms. By understanding user preferences and trends, developers can make data-driven decisions and optimize their marketing strategies accordingly. Engaging with industry communities, attending relevant conferences, and participating in discussions can also provide valuable insights and keep developers informed about the latest developments.
9. Focus on community-building
Community-building should be a central focus for game developers in the aftermath of a TikTok ban. Building strong, loyal communities across multiple platforms can help mitigate the impact of losing a major channel like TikTok. Developers should prioritize creating meaningful interactions and fostering a sense of belonging among their users.
Hosting events, contests, and challenges that encourage user participation can strengthen community bonds. Developers can also leverage user-generated content to enhance engagement and provide a platform for players to showcase their creativity. By nurturing and growing their communities, developers can create a resilient user base that remains engaged regardless of platform disruptions.
10. Embrace a multi-channel approach
After years of debate, a congressional divest-or-ban law, and considerable legal disputes, TikTok, the widely-used social media app, now faces a potential ban in the United States. The Supreme Court has recently denied TikTok’s appeal, compelling the company to either divest or withdraw from the U.S. market by January 19th. Speculation is rampant about the length of the potential ban, whether TikTok will comply by removing the app, or if the new administration might attempt to reverse the ban. This period is critical and laden with uncertainty. In this context, it’s essential to consider the implications of a TikTok ban for the gaming industry, particularly regarding marketing strategies and user engagement. TikTok has become a dynamic platform for game developers and marketers to connect with a younger audience through engaging content and interactive campaigns. A potential ban could force companies to rethink their strategies, allocate marketing budgets differently, and possibly turn to alternative platforms to reach their target demographic.
