TikTok's Potential Ban & the Impact On Your Hotel
As TikTok’s future in the U.S. remains uncertain, hotels and resorts—whether currently active on the platform or not—could feel the ripple effects.
With the Supreme Court set to decide whether to ban TikTok unless its parent company sells its U.S. operations by January 19, the potential for major changes is looming. A ban could mean not only decreased engagement for existing users but also broader industry shifts that could affect your marketing strategy—even if your hotel isn’t on TikTok.
In this newsletter, we’ll explore how a TikTok ban could impact hotels, from changes in short-form content strategies to potential advertising shifts.
Overview of the Potential Ban
If the Supreme Court upholds the proposed law, it would prohibit TikTok’s distribution in the U.S., creating several challenges for users:
What a TikTok Ban Could Mean for Hotels
- Decreased User Engagement: TikTok may lose users as the app becomes harder to access and less functional, leading to lower engagement for hotel content.
- Poor Quality Displays of Hotel Content: Videos showcasing properties may not display as intended, affecting how potential guests perceive your hotel on the platform.
- Rising Meta Ad Costs: With marketers redirecting budgets from TikTok, platforms like Meta (Facebook and Instagram) could see increased competition, potentially driving up advertising costs.
- Opportunities on Alternative Platforms: As users migrate to platforms like Instagram Reels or YouTube Shorts, hotels can explore new ways to connect with audiences through short-form video content.
Next Steps for Your Hotel
- For TikTok Users: Save post analytics and high-performing content now to avoid losing valuable assets and data in case of a ban.
- For Non-TikTok Users: Consider integrating short-form content into your strategy to capture users migrating from TikTok to other platforms, and monitor your cost-per-results for potential changes over the coming months.
- Talk to Us: Have questions about how this impacts your property? Just reach out—we’re here to help.
