TikTok’s rollercoaster journey took another sharp turn recently, with the Australian government hinting at a potential ban over national security and data privacy concerns – an echo of similar crackdowns overseas.
Meanwhile, fresh restrictions now limit under-18s from unrestricted access, aiming to combat screen addiction and safeguard mental health.
This leaves marketers grappling with the big question…
Is TikTok still the holy grail, or is it time to diversify?
Why TikTok Still Rocks
- With over 8 million active users in Australia, TikTok remains the go-to platform for engaging Gen Z and Millennials. These hyperconnected audiences aren’t just watching — they’re also commenting, sharing and shopping.
- TikTok’s algorithm doesn’t just understand users; it anticipates their desires, delivering content with laser precision. For brands, this translates to cost-effective campaigns that, actually reach the right people.
- TikTok doesn’t just follow trends, it creates them. Whether it’s dance challenges or viral hashtags, the platform offers an unparalleled opportunity to make your brand part of the conversation.
- TikTok isn’t about polished sales pitches. Its informal vibe lets brands build genuine connections with audiences, fostering loyalty in ways traditional ads just can’t.
The Shadows Lurking Behind the Screen
The Guardian reports that “Australia has approved a social media ban for children aged under 16, one of the world’s toughest regulations targeting big tech.
The laws, which will come into effect from late 2025, will bar under-16s from being able to access social media platforms such as Facebook, Instagram, Snapchat, Reddit and X. The new law forces tech giants from Instagram and Facebook owner Meta to TikTok to stop minors logging in or face fines of up to $49.5m. A trial of methods to enforce it will start in January, with the ban to take effect in a year.”
If Australia pulls the plug, brands heavily invested in TikTok could face a massive scramble to reallocate resources. Losing this dynamic platform would send ripples through marketing strategies nationwide.
With under-18s facing possible restricted access, brands targeting younger audiences might struggle to maintain visibility during prime engagement hours.
Plus, world-wide data concerns continue to dog TikTok’s reputation. Associating your brand with a platform under fire could alienate privacy-conscious consumers.
Should You Still Market on TikTok?
Absolutely – if it aligns with your strategy. TikTok still offers an unmatched mix of virality, creativity and direct consumer interaction. However, you do need to prepare for a just-in-case scenario.
Don’t put all your marketing eggs in the TikTok basket.
Build your presence on Instagram Reels, YouTube Shorts, and other platforms. Keep an eye on legislative updates and adapt your strategies accordingly.
The key to TikTok success lies in flexibility. Have a team (or a strategy) ready to pivot quickly.
Too much for your busy brain to keep up with?
Focus on what you do best and leave the likes, shares, and reels to us!
Our team are here to take the pressure off, crafting scroll-stopping videos, educational posts and reels that turn browsers into buyers. Just sit back and watch the magic unfold.