Over recent years, Tiktok, a social media platform with over one billion concurrent users, has become one of the true industry giants. Driving engagement, through a revitalized system of short-form videos and brand visibility. However, multiple countries have recently had dialogues about banning the app due to privacy and security concerns. Raising questions regarding a ban's impacts on SEO and marketing efforts.

TikTok is a global hub for trends, influencers, and a space for authentic connections between companies and their consumers. Their unique algorithm prioritizes relevance to follower counts, which enables smaller brands to compete. Additionally, TikTok videos are favorably rated on Google, which will directly improve a brand’s SEO and overall online presence. The impact of a ban would result in higher traffic to other competitors, such as Instagram Reels or YouTube shorts. Although comparable companies, they lack the distinctiveness that makes TikTok so special. Smaller companies will fail to achieve similar results due to the unfavorable algorithms that both of these companies utilize. Forcing them to overhaul their content strategies, refocus on other platforms, and completely start from scratch in terms of customer loyalty and outreach, increasing costs and resource demands.