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Yesterday while the TikTok CEO was in Washington DC for his hearing in front of Congress, I was shooting content in the viby-est house.

When I surfaced from the shoot, I saw some of the hearing, and my jaw dropped.

I can't see how TikTok will survive, mainly based on US-China relations.

There is a world where TikTok is sold and has a separate US entity, but it is good to prepare for a world without TikTok.

Let's talk about its impact on marketing.

1. Organic attention will move on

Organic attention moves from platform to platform.

In 2020, TikTok took a lot of attention away from other platforms.

But if TikTok is gone, that attention will go somewhere else.

It is good to be in the habit of understanding where the organic attention is and investing in creating there.

The companies that hopped onto TikTok in 2020 are winning big now, but they will have to learn how to adapt and change their content for wherever the attention goes after the TikTok ban.

2. Good thing everyone wants short-form video

As I have said in past newsletters, every platform already wants short-form videos.

So if you have a short-form video creation engine going, make sure to publish that content to the other channels.

If you don't create short-form content now, think about how you can because platforms will want to capture that shift in attention.

How will they do it?

Create a TikTok-like experience.

So they need to pump a ton of content out, so this will be your time to capitalize on organic reach.

3. A platform that could surprise us

Everyone thinks Meta and Google will win because of this TikTok ban.

That is probably true, but I have a surprise winner that I would look out for.

Snapchat.

Many young people use Snapchat, and you can see in the graph below that the platform has been growing in users for two years straight, whereas other major platforms have struggled with growth.

TikTok took users away from Meta and Google, but not really from Snapchat.

Meta has the sentiment amongst young people that it is the AOL of their generation. The next generation is not excited about going on Instagram, even if they replicate TikTok.

I believe Snapchat will capture this new attention and could put them back on top.

At the end of the day, the headlines are flying, and it isn't apparent what will happen.

But at the very least, it is essential to have these thought exercises: if something was gone entirely, how would that change how you operate?

Marketing is all about adapting to new mediums of communication.

Go where the attention is for your buyer.

What are your thoughts on everything? Reply with your predictions.

Keep creating!

Matthew Gattozzi

PS. I am just really excited about the rebrand and new website of Goodo Studios!

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