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New comms survey explores the impact of potential TikTok ban—where will users go instead?

by | Mar 19, 2024 | Public Relations

Although the likelihood of a TikTok ban seems remote at the moment, since the newly passed House of Representatives bill is not getting much traction in the Senate, the possibility of a ban seems to be a little closer to reality with each attempt—and with majorities in both houses up for grabs again this year, we’ve got to at least consider the possibility for the sake of social media strategy.

A new consumer report from marketing and comms agency MGH digs into where TikTok users might end up if a ban actually happens, finding that 58 percent of users surveyed would jump to Instagram Reels. Isolating the TikTok users surveyed who say they create their own content, that number jumps to 71 percent.

TikTok ban

But other platforms also showed significant returns in the survey. YouTube Shorts came in at a close second at 52 percent, and Facebook Reels came in third place with 49 percent of TikTok users. X (formerly Twitter) came in last place with 23 percent.

TikTok banThe study also asked TikTok’s users how important the app is to their daily lives, measuring the effect this type of legislation could have on voter sentiment in an election year. Unsurprisingly, 52 percent of all TikTok users surveyed stated they rank TikTok as important to their daily lives compared to 80 percent of TikTok users who create their own content.

Read the agency’s blog post for more survey details.

The national survey of 1,056 U.S. TikTok users took a look at those who watch TikTok compared to those who create content on TikTok. Results are based on a national survey of 1,056 U.S. TikTok users. The survey was fielded March 13-14, 2024 using SurveyMonkey Audience. The margin of error is +/- 3 percent.

Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 17 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richard.carufel@bulldogreporter.com; @BulldogReporter

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