First, India, now the US. Next up: the UK? A ban on TikTok seems inevitable, but the impact on companies is unclear. Yet, one thing is for sure: Meta will occupy whatever gap is left behind. This may be seen as a step backwards by some, but tech innovations make this a step forward for others—like UK businesses.
A very brief TikTok’story
TikTok launched in 2016 and has grown to lead much of the SoMe realm, enthralling Gen Z with its entertainment value and its easy-to-use-and-share, video-based content and creation platform.
Since expanding outside of China, it has quickly become a global phenomenon in just over 5 years, and in September 2023, TikTok launched its e-commerce feature – TikTok Shop – for business-related users.
It is no secret that TikTok (and TikTok Shop) have been shrouded in controversy since its inception. The platform was banned in India as early as 2020 – and has just been banned in the US by 2025. Now, there are concerns that the UK will follow suit. So lately, several positive TikTok-stories have emerged – focusing on how TikTok Shop has empowered small-business owners, content creators or entertainers.
This led to a rather unexpected conundrum: Do the positive effects of TikTok outweigh the negative?
The positive and negative effects of TikTok
To be clear, there are numerous highly publicised issues with TikTok. The most obvious ones have been, and continue to be, the legal and compliance-related issues. Furthermore, due to its parent company’s (Bytedance) relation to the Chinese Government, there are reportedly serious issues with propaganda and related behavioural changes – especially among youths.
Still, TikTok has also singlehandedly educated and inspired a new generation of content creators, innovators, and entrepreneurs—all relying on the value of video content—video content that has not only been reimagined but embraced by a generation of talent and a vast global audience.
So, in the case of a UK TikTok ban, the question remains: What happens next? Where will the communities, the technology, and the TikTok businesses go?
So, where do we go from here?
For the casual user and community member – do not fret! There are many alternatives out there – like YouTube. Also, SoMe-technology has your back, and the next thing is probably already waiting in the wings. For companies, or users making a business out of video content, TikTok Shop represents a new route to market, a way for SMEs to compete, or a new channel in a multi-channel approach for retailers and brands.
Here, the heir to TikTok Shop in the UK is Meta. A vast majority of UK e-commerce is via Meta-platforms. Yet, some worry that these are a step back. Do not worry! New DTC technology has your company’s back. While Meta has the community, but may lack the technology, there is a slew of excellent innovative UK and EU-based plug-ins, add-ons or integrated video-based platforms that can do what TikTok does.
So, a ban on video and shoppable content is not a step back. Rather, it will be a step forward and a positive evolution for UK businesses in engaging the audience and building communities.
