As down-to-earth Dutch people, we can shrug our shoulders and say that things won’t go so well in our cold little country. But here too, the idea of banning TikTok for good has been around for some time. Now, that is not the long-term doomsday scenario that I want to focus on today. Although you can inde wonder email data how long it will take for other countries to follow the example of a major player like the Unit States. Let’s first look at the consequences of this (possible) ban for us as marketers. now and in the future?take into account
What exactly does the TikTok ban mean?
Let’s go back to the beginning, before we fall into those doomsday scenarios. Because what exactly does the American ban on TikTok entail? Is the panic justifi or is it all not that bad?
The answer: a bit of both. If it is announc on January 19 that TikTok is inde bann, that does not mean that the app will automatically be remov from all phones. Nor does it mean that people risk being punish for logging in.
However, according to TikTok itself, it does mean that from that moment on, users may see a pop-up what are the consequences of leaving? stating that the service is no longer available in their country. This also happens in India when someone tries to open TikTok, where the app has been bann since 2020. It is also possible that users can open the app, but that it no longer works properly, is slower or regularly closes by itself. Finally, there is a chance that the app can no longer be download and/or updat in the App and Play Store.
The ban will not make it impossible to access or use
TikTok, but it will become much more difficult. Kate Ruane is director of the Free Expression Project of the Center of Democracy china numbers and Technology and an opponent of the TikTok ban. She pricts that it will require more technical knowlge to maintain access to the app. For example, via a VPN connection or by avoiding the use of the App or Play Store. And that for many people that in itself is a major barrier to (continuing to) use TikTok.