The TikTok ban’s one step closer to passing.

So what does that mean for you?

Well, nothing just yet. But today we’re sharing what you need to be thinking about so you’re prepared, no matter what happens in the next few months.

In today's newsletter:

• Everything you NEED to consider so you’re ready if the TikTok ban goes ahead (rule #1—don’t panic!)

• Dove’s saying “no” to AI-generated marketing (find out why they’re taking a stand against it)

• Is the algorithm not pushing your content? (psst—that’s the wrong question to be asking)

- Charlotte, Editor ♡

p.s. Got a question about marketing or social media for me? Just hit reply and look for the answer in an upcoming newsletter xx

So, you're a brand and you've made your mark on TikTok.

But as of Tuesday evening, the US Senate voted (by a wide margin) to send legislation through to President Biden.

Or in other words, the infamous app is one step closer to being banned in the United States.

My best guess is you've already started thinking about where you're packing your (virtual) bags and headed to next.

Well, you wouldn't be the only one.

According to Marketing Brew, most brands are already eyeing up other platforms.

A recent E-Marketer analysis found that both Meta and Google would hugely benefit from the ban, standing to make billions if it goes through (must be nice, huh?).

For the rest of us, it looks like the best option is to pivot.

Unfortunately, not all content translates cross-platform. What works on TikTok may not fly on YouTube Shorts. What does numbers on YouTube Shorts may flop on Instagram.

Like Boy George, you're going to have to learn to come and go like a chameleon.

“I’ve been working in social ads since 2015, when Facebook ads launched,” says Aila Morin, CMO of beauty brand Merit. “Since the very beginning, there have been talks of things being banned or changes happening, which is why I’ve always had that rule of thumb in my career, because it means that you’re never too heavily leveraged against one platform.”

The rule she's referring to?

Make sure no more than 30% of spend is allocated to any one platform.

For some brands, the shift has already begun.

Chan, marketing director at Duolingo, which has 10.8 million followers on TikTok, told Marketing Brew the company has “focused on growing [their] audience and reach on YouTube Shorts and Instagram Reels in the past year.” Talk about ahead of the curve.

However, it’s not all doom and gloom.

Some things to consider:

• The bill still has to pass through the courts, which have blocked attempts on the ban previously.

• If it does pass, it will be a least a year before the ban goes through.

• There’s always possibility that Bytedance will sell, which means things may not change.

So, what to do?

• If other brands are withdrawing money and effort from the app, take advantage! You’ve got a year to steal the market, and a year is a long time in business.

• Continue to build on other channels regardless of the ban.

• If you’re outside of the US, you’re fine. Carry on as usual.

• Make content about TikTok bans right now—it's hot and trending.

Good luck out there!

-Sophie, Pop Culture Queen

Dove’s Saying “No” to AI-Generated Marketing

Dove, known for its body-positive campaigns, is making waves again. This time, they're pledging to avoid using AI to generate marketing materials.

Honestly, we're not surprised at all.

This move aligns perfectly with Dove's long-standing mission to promote real beauty. Their campaigns feature people of all ages and body types. Of course, this flies in the face of the tendency for brands to only highlight "conventional" beauty.

So it makes perfect sense that they'd reject using AI-generated models in their ads. AI algorithms can perpetuate biases based on the data they're trained on.

This can potentially lead to unrealistic or exclusionary portrayals in marketing. Dove's decision is a bold statement against these biases.

Why is this a smart move for Dove?

While AI can streamline marketing, it can also be a double-edged sword. Dove's commitment to human oversight ensures their messaging remains authentic and inclusive. They're staying true to their brand values, even when some may say it will limit their potential to evolve.

So what can we learn from Dove's example?

Dove's decision challenges the industry to prioritize human values over automation. As new tech comes on the scene, carefully consider how using it aligns with your brand identity.

Rather than focusing on efficiency alone, stick to your brand values. After all, those values are what made your audience connect with you in the first place.

-Chey, Executive Assistant

Tune in to the YAP Podcast

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Today’s Creator Spotlight 👉 Curls [on Instagram] [on TikTok] [on YouTube]

Check out his most viral TikTok 

And his most viral reel on IG

Ask the Editor

Q - I'm creating content for my brand, but I'm not getting much engagement. Do you think the algorithm isn't showing it to anyone? - Jeremy

Hey Jeremy,

We talk about this in our team all the time. It can be really easy to blame the algorithm when your content's not doing well. And sometimes there is actually something going on with your account and your content's not being pushed to anyone.

But most of the time, blaming the algorithm is a cop out. Because that's not in your control anyway. What you can control is how good your content is. So instead of worrying about what the algorithm is doing, focus on improving your content instead.

Start testing different content styles. Look at your analytics and see what works and what doesn't. Continuously make improvements based on that rather than wasting time worrying about things you can't control.

- Charlotte, Editor ♡