White Paper

Navigating the Potential TikTok Ban: Insights for Brands

Table of Contents

The potential TikTok ban has sparked discussions about the future of digital engagement, product discovery, and brand strategy. TikTok has become a powerhouse for consumer interactions, with 66% of users accessing the app multiple times per day and 83% relying on it to discover new products and brands. If the platform disappears, brands must know how to engage TikTok users elsewhere to get the same results.

Key findings include:

  • Brand Engagement on Social Media: 93% of respondents engage with brands on social media, with key motivators being exclusive promotions (56%), entertaining content (54%), and new product launches (47%).
  • TikTok as a Discovery Tool: 83% use TikTok specifically to discover new products and brands, with 79% learning about products or brands at least several times a week.
  • Content that Users Enjoy Most on TikTok: Product reviews (71%), tutorials (55%), and influencer collaborations (46%) are the most engaging content types.
  • TikTok’s Purchase Influence: 72% of users say TikTok significantly influences their purchasing decisions.
  • Alternative Platforms: If TikTok were no longer available, Instagram (28%) and Facebook (27%) are the top alternatives for discovery.

Brands must proactively build multi-platform resilience to maintain visibility and consumer trust in the event of a TikTok ban.

Introduction

The looming TikTok ban underscores the volatility of digital ecosystems and the necessity for brands to demonstrate adaptability. TikTok plays a big part in how consumers discover and purchase products, and brands cannot afford to be reliant on a single platform.

Our study, conducted among TikTok users who have made purchases through the platform, sheds light on:

  1. What motivates consumers to engage with brands on social media.
  2. How TikTok influences purchasing decisions.
  3. The types of content that drive brand interaction and conversions.
  4. Where users would turn if TikTok were no longer available.
 

Understanding these behaviors is essential for brands to future-proof their digital strategies and minimize disruption.

methodology

Fuel Cycle conducted a survey of 1,131 TikTok users across demographic segments. Data captured engagement, discovery behaviors, and migration preferences.

To conduct this survey and derive insights, we leveraged multiple tools from Fuel Cycle Labs, including:

  • Web Researcher: AI-powered search engine capabilities allowed us to scan the web efficiently and identify key research opportunities for this survey and report.
  • Survey Designer: AI-assisted survey creation enabled us to develop a structured and insightful questionnaire within minutes, ensuring we captured relevant data from respondents.
  • Crosstab Analyzer: This tool facilitated in-depth analysis of survey responses, helping us identify key conclusions and trends that shaped this report.

Findings

1. Why Consumers Engage with Brands on Social Media

Brand engagement across social media is driven by multiple factors, with TikTok users particularly motivated by:

  • Exclusive promotions or discounts (56%) – Special offers encourage consumer loyalty.
  • Entertaining content (54%) – Engaging content keeps users coming back.
  • New product launches (47%) – Users appreciate early access and insights into upcoming products.
  • Brand values and social responsibility (43%) – Consumers engage with brands that align with their values.
  • Personalized recommendations (42%) – Tailored content builds trust and drives engagement.

With 64% of TikTok users following brands on the platform, companies must sustain engagement through compelling, value-driven content.

2. TikTok’s Influence on Product Discovery and Purchasing Decisions

TikTok is a major force in consumer purchasing behavior and serves as a primary discovery channel for various product categories. Among respondents:

  • 83% of users discover products on TikTok, with even higher rates among Gen Z (87%) and Millennials (88%).
  • Daily product discovery is highest among Gen Z at 47%.
  • Product discovery on TikTok is frequent: 79% learn about new products or brands at least several times per week.
  • The top categories for discovery on TikTok include:
    • Food (63%)
    • Apparel (55%)
    • Entertainment (53%)
    • Skincare (49%)
    • Technology, home goods, and body care (47%)
  • 72% say TikTok significantly influences their purchasing decisions.

Brands must recognize TikTok’s role in shaping purchasing habits and develop strategies to replicate its impact on alternative platforms if needed.

 

3. The Most Engaging Brand Content on TikTok

TikTok users expect content that is both informative and entertaining. The most engaging content formats include:

  • Product reviews (71%) – Authentic creator feedback builds consumer trust.
  • Tutorials & how-to guides (55%) – Demonstrations enhance confidence in purchases.
  • Influencer collaborations (46%) – Influencer partnerships increase credibility.
  • Brand challenges or trends (46%) – Interactive content fosters community engagement.
  • Behind-the-scenes content (40%) – Transparency strengthens brand trust.

 

To sustain engagement beyond TikTok, brands must prioritize these content types on alternative platforms.

4. Where TikTok Users Would Go if the App Disappeared

Brands cannot afford to be caught off guard by a TikTok ban. If the platform were no longer available:

  • Instagram (28%) and Facebook (27%) would be the top discovery alternatives among TikTok users.
  • YouTube (19%) is also a potential substitute.
  • Alternative discovery methods such as search engines (67%) and word-of-mouth (52%) could gain prominence.
  • 81% of consumers say they would follow their favorite brands to a new platform, making it crucial for brands to maintain strong multi-platform engagement.

Key Implications for Brands

The potential TikTok ban serves as a critical reminder for brands to diversify their digital strategies and future-proof their presence in an evolving social media landscape. The data underscores how deeply TikTok has embedded itself into consumer behaviors, particularly for Gen Z and Millennials, while also highlighting generational nuances in platform preferences and content engagement.

While survey respondents did indicate they’d likely follow a brand to new platforms, brands need to proactively establish a strong, multi-platform presence to ensure they maintain visibility, engagement, and trust, regardless of whether TikTok is banned.

Here are five strategies to help brands stay resilient and capitalize on opportunities in a post-TikTok era:

1. Build a Multi-Platform Presence

TikTok’s dominance reveals the need for brands to engage audiences where they are most active, but overreliance on one platform can expose vulnerabilities. With Instagram (28%) and Facebook (27%) emerging as the top alternatives, brands should prioritize expanding their presence across platforms to mitigate risks.

Action Tip: Develop content strategies tailored to each platform’s strengths, such as Instagram Reels, YouTube Shorts, and Facebook Groups. For Gen Z, focus on Instagram’s visual storytelling capabilities, while leveraging Facebook’s community-building features for Baby Boomers and Gen X.

2. Strengthen Direct-to-Consumer (DTC) Channels

With 67% of users turning to search engines and 52% relying on word-of-mouth in the absence of TikTok, brands need to prioritize direct connections with consumers to reduce dependency on social media algorithms.

Action Tip: Build robust first-party data strategies through email campaigns, SMS marketing, and proprietary apps. Offer exclusive incentives or content to encourage customer loyalty and engagement outside of social media.

3. Partner with Cross-Platform Influencers

Influencer marketing has been a critical driver of TikTok’s success, with 55% of Gen Z citing influencer collaborations as a key reason they engage with the platform. Influencers with multi-platform followings can help brands maintain visibility and trust.

Action Tip: Identify influencers with strong engagement on Instagram, YouTube, and Snapchat. Collaborate on campaigns that align with platform-specific best practices, ensuring continuity across channels.

4. Tailor Ad Spend to Platform and Audience Preferences

Ad costs on Instagram and Facebook may rise due to increased competition following a TikTok ban. Brands should prepare to allocate budgets strategically across platforms while exploring emerging or underutilized channels.

Action Tip: Use A/B testing to optimize ad performance and experiment with platforms like Pinterest, Reddit, and even search engines to reach untapped audiences. For Gen Z, prioritize Instagram and YouTube ads, while targeting Baby Boomers and Gen X with Facebook campaigns.

5. Leverage an Omnichannel Strategy

An omnichannel approach ensures seamless engagement across digital and physical touchpoints, enabling brands to adapt to shifting consumer behaviors effectively. By integrating a dynamic insights ecosystem, brands can gain real-time feedback, map consumer journeys, and deliver personalized experiences. Learn more in our recent blog > 

Action Tip: Implement an insights ecosystem to connect data streams from e- commerce, social platforms, and in-store interactions. Use this data to refine strategies, test messaging across channels, and maintain engagement regardless of platform shifts.

Conclusion

The uncertainty surrounding TikTok’s future demands that brands act now to safeguard their digital strategies. By embracing a multi-platform approach, creating versatile content, and leveraging both direct channels and influencers, brands can ensure they remain connected with their audience—no matter how the social media landscape evolves.

Fuel Cycle’s agile research solutions empower brands to navigate these changes with confidence, providing first-party insights and actionable strategies. Let’s build a future-proof plan to keep your brand at the forefront. Contact us today to learn how we can help you thrive in a post-TikTok era.

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