TikTok published a notification to some U.S. users, urging them to contact their senators and request a vote against a bill that could lead to a ban on the popular short-form video app if it remains associated with Chinese tech firm ByteDance.
The message prompted users to communicate the importance of TikTok to them and to ask senators to reject the proposed ban. It also provided a feature allowing users to enter their zip code to find their senator’s contact information.
The alert comes after the U.S. House of Representatives passed a bill on Wednesday, requiring ByteDance to sell TikTok’s U.S. assets within about six months or face a ban. President Joe Biden has expressed his intention to sign the bill, and the White House has called for swift action from the Senate.
TikTok has stated its commitment to keeping its community informed about the potential impact of the ban bill and how users can voice their concerns. The notification is specifically targeted at users of voting age.
Previously, TikTok sent a similar alert to users before the House vote, warning of the possibility that “the government will take away the community that you and millions of other Americans love.”
Lawmakers have reported receiving numerous calls from TikTok users opposing the legislation.
If the ban bill progresses, Meta’s Reels and YouTube’s Shorts, which are TikTok’s main competitors, are expected to benefit from advertising budgets that would otherwise go to TikTok.
While advertising strategies are typically planned well in advance, brands can swiftly adjust their ad placements on social media in response to unfolding events.
TikTok’s platform has been instrumental in sparking trends in music, fashion, and beauty, making it an attractive platform for brands aiming to be part of significant cultural moments. Insider Intelligence estimates that TikTok will generate $8.66 billion in U.S. ad revenue this year.
Despite the potential ban, one digital advertising firm believes that a complete prohibition of TikTok is unlikely due to the significant impact such a move would have. Instead, the firm suggests that a sale of the app is more probable. The six-month timeline for such a sale would allow brands to prepare for potential changes.
Should TikTok be sold during the holiday season, which is crucial for many companies, brands that rely heavily on this period for revenue may need to swiftly adjust their strategies. Additionally, even if advertising budgets are redirected to Reels and Shorts, it is uncertain whether these platforms can replicate TikTok’s success.
