How the Potential U.S. TikTok Ban Could Impact Influencers, Brands, and Affiliate Programs
Social media influencers and vloggers play a vital role in a well-rounded affiliate program partner mix, and a potential TikTok ban could have some significant implications for creators and the brands who partner with them, especially for performance-based affiliate programs.
According to recent data from Authority Hacker, approximately 29.6% of affiliate marketers utilize TikTok as a platform for their marketing efforts. TikTok influencers regularly collaborate with brands on affiliate campaigns, leveraging the platform’s 1 billion monthly active users, these partnerships are valuable for both brands and influencers.
With the potential ban looming closer, influencers, brands, and even us at Solais Marketing are left wondering how we can prepare.
At Solais Marketing, we know how critical platforms like TikTok are for connecting brands with audiences in creative and impactful ways. Let’s explore what this means for creators, brands, and affiliate programs—and how to navigate these uncertain times.
The Latest on the TikTok Ban
The Protecting Americans from Foreign Adversary Controlled Applications Act (PAFACA), signed into law in April 2024, is driving the move to ban TikTok over national security concerns. Unless ByteDance divests its U.S. operations by January 19, 2025, TikTok could be removed from app stores across the country. It appears the Supreme Court is scheduled to review TikTok’s legal appeal on January 10, 2025.
So how can we prepare our affiliate partnerships to help overcome potential revenue loss due to a possible TikTok ban in the USA?
For Influencers: Adapting to Change
TikTok has been the cornerstone of many influencers’ careers, offering unmatched engagement and a direct line to millions of followers. A ban could cut off this primary source of income for many influencers and force them to rebuild on other platforms like Instagram Reels, YouTube Shorts, and Snapchat.
The lesson here is diversification. Influencers who expand their presence across platforms will be better positioned to weather potential disruptions. This is also an opportunity to forge deeper connections with audiences through email lists, websites, or other owned channels.
For Brands: Shifting Strategies
TikTok has been a game-changer for brands, offering authentic ways to reach younger demographics. Its e-commerce features, like TikTok Shop, have transformed how products are discovered and purchased. A ban could mean significant adjustments in strategy, as brands may need to shift budgets and campaigns to other platforms with similar reach.
Affiliate programs relying on TikTok-driven traffic may also feel the impact. Partnering with creators on alternative platforms will be key to maintaining visibility. At Solais Marketing, we recommend diversifying your affiliate partner mix, focusing on robust multi-channel strategies that ensure you stay connected to your audience regardless of platform changes and optimizing your existing influencer partnerships across other social channels.
Q1 2025 may be a good time to reach out to your performing influencer partners as part of your affiliate program optimization strategies to see if they would consider optimizing existing content or creating new content on other platforms like TWITCH, which isn’t just for gamers.
Small Businesses: Tiktok Ban A Harder Hit
Small businesses that leveraged TikTok’s organic reach could face the steepest challenges. Many credit the platform for driving traffic and revenue, especially among younger customers. Without TikTok, these businesses need to be on alternative channels like Instagram, direct-to-customer emails, and loyalty programs to maintain engagement.
What Comes Next?
While the ban is far from certain—pending legal challenges and potential policy shifts under the new administration—it’s a stark reminder of the ever-changing digital landscape. Businesses, influencers, and affiliate marketers should see this as a call to action: Plan for flexibility. Invest in strategies that span multiple channels. Most importantly, build relationships with your audience that transcend any single platform.
At Solais Marketing, we’re here to help brands adapt to these changes. Whether you’re managing an affiliate program or rethinking your digital strategy, our hands-on, values-driven approach ensures your business can thrive—even in uncertain times.
For more insights and support, visit our Affiliate Management Blog. Let’s build something resilient together.
Sources:
Bobrowsky, Needleman, Vranica. A Tiktok Ban Looms. Creators Say They’ll Believe It When They See It., www.wsj.com/tech/a-tiktok-ban-looms-creators-say-theyll-believe-it-when-they-see-it-6727dd67. Accessed 2 Jan. 2025.
Christenson, Josh. “Trump Asks Supreme Court to Halt Tiktok Ban from Taking Effect.” New York Post, New York Post, 28 Dec. 2024, nypost.com/2024/12/27/us-news/trump-asks-supreme-court-to-halt-tiktok-ban-from-taking-effect. Accessed 2 Jan. 2025.
Anderson, Mae. “Small Businesses Brace Themselves for Potentially Disruptive Tiktok Ban.” AP News, AP News, 31 Dec. 2024, apnews.com/article/small-business-tiktok-ban-bytedance-f5fd7ababa3d7c1155e4f15b21e2db5b. Accessed 2 Jan. 2025.
