TikTok’s ban will result in loss of lucrative marketing channel – Ewuoso
By Felicia Nwosu
With various countries joining the growing list of those clamouring to crack down on TikTok over concerns that it shares data with China, a digital expert in the Integrated Marketing Communication (IMC) space, Bukayo Ewuoso, and Product Marketing Manager at Eskimi, has expressed concern that the reach and revenue of more than 1 billion monthly active users on the platform would be hit if the ban eventually escalates across the board.
Responding to this development from a marketing and brand-centric perspective, Ewuoso averred that the implication of the ban of the Chinese-owned social media platform by some countries will result in the loss of a marketing channel that hosts a generation of young people (Gen Z) and successful businesses. He maintained that the ability to adapt will keep brands and individual businesses relevant through time.
Giving this revelation during an interview with MARKETING EDGE, Ewuoso said: “This will lead to amendment in marketing strategies, popular uses of TikTok influencers will change and I anticipate reverting back to Instagram influencers with a high kick for Instagram reels. If the ban goes across the board, what will it portend for brands concerned, Nigeria inclusive? I’ve not experienced a lot of Nigerian brands using TikTok natively (excluding jumping on trend sounds) and to the best of its capacity.
“Yes, there are a few campaigns here and there leveraging influencers but we see that same content rolled across all other channels, none is specific content creation and adoption to TikTok as a channel. As a result of this, Nigerian brands will be fine and will take little or no hit by reverting to other channels,” he said.
On what the impact of the ban on consumers would mean, he said consumers will need to adapt to other channels (Instagram Reels and YouTube Shorts), adding, however, that TikTok would be missed.
“I’m of the opinion that TikTok’s algorithm is unmatched in its content recommendation causing higher user retention. When it comes to product search for peer review in a consideration stage to buy, no other channel matches TikTok, though recently, Instagram announced it will start showing ads through user intent’s searches in the search section. Still, it’s in the early days for Instagram while TikTok had this organic behaviour engineered in its users already,” he added.
On protecting the data of citizens as priority by countries banning TikTok, Ewuoso said: “Data shouldn’t be transferred across countries or continents if they have no advantageous use for the citizens of that country. Such data should be hosted locally. The government should establish laws that guide and protect the collection, storage and processing of its citizens’ data to its best interest as well as data encryption to protect sensitive data.
“Lastly, I think there should be yearly security audits conducted by the government or regulatory body, similar to practices in the financial sector, to ensure these guidelines are being followed and frequent recommendations are made as time changes for the same goal.”
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