TikTok Ban? Why Short-Form Video Is Still Here to Stay
News last week from the U.S. Court of Appeals for the D.C. Circuit to uphold a U.S. ban on TikTok early next year shocked many, especially considering there are already 170 million users nationwide. Yet even if the ban is successfully achieved—and that’s a big “if”—competing U.S. platforms will pounce on the opportunity to gain new users. Existing platforms like YouTube Shorts and Instagram/Facebook Reels will likely adapt by introducing TikTok-like features, or a new platform may emerge to fill the gap. One thing is certain: people won’t revert to older, less engaging ways of consuming content. The demand for fast, interactive, and algorithm-driven experiences is here to stay.
These platforms aren’t just for fun anymore; they’re valuable tools for communicating complex, urgent messages in an engaging and digestible way. Gone are the days of “preaching to the choir”—these short-form video platforms have unleashed a new realm of possibilities for reaching not just the usual crowd but fresh, untapped audiences.
Short-form video content, typically under 60 seconds, has seen an explosive rise in popularity and is completely redefining how people consume content. This presents a golden opportunity to meet target audiences where they are to inform, persuade, and inspire. What’s more, short-form video outperforms many traditional PR tactics, receiving 2.5 times more engagement than long-form content. 92% of TikTok users take action following the content they see on TikTok (share, comment, follow, click, etc.)
Stakeholders in Strange Places
The misconception that TikTok is only for teens is fading fast. With over 1 billion active users globally, and almost 30% of them over 35, TikTok has evolved into a powerful platform for reaching not just younger people but parents, professionals, and key decision-makers. In fact, 43% of TikTok users regularly get their news from the platform, and brands are using it to transform complicated technical concepts into content that sticks.
Many companies hesitate, thinking TikTok isn’t the right fit for their brand or their audience isn’t there. But here’s the truth: if your stakeholders aren’t on TikTok today, they most likely will be soon. Even most traditional media outlets have ventured onto the platform, including The Washington Post, Bloomberg, and The New York Times.
Within the next 5 years, the very people who fund your company, use your product, or support your mission will be tuning into short-form video. Getting ahead of this shift now means you’re prepared to evolve with your audience’s changing habits.
Strike While the Algorithm’s Hot
If you think the TikTok audience is too broad, here’s the thing. The algorithm will find your audience for you. Right now, the algorithms on short-form video platforms are incredibly powerful at pushing content to the right people. These algorithms use complex machine learning models to analyze user behavior—such as the types of videos they engage with, how long they watch, the creators they follow, and even their search history. This means even if your follower count is small, your content can still go viral and land in front of the people you want to reach.
But here’s the catch: as more brands jump on the bandwagon, competition for visibility will grow, and the algorithms will become more crowded and selective. Now is the time to take advantage before it gets harder to break through the noise.
Embrace New Channels for Future
Short-form video isn’t a fad—it’s a big part of the future of PR, and the brands that jump on this now will be the ones leading the conversation tomorrow. Incorporating short-form video content strategically positions your company to connect with key audiences, educate effectively, and inspire action.
As a dedicated TikTok user for the past four years, I’ve spent countless hours immersed in the platform’s unique blend of fast-paced content and democratized algorithm. While uncertainty looms over whether TikTok will face a potential ban in 2025, users will gravitate toward another platform that offers the same dynamic content experience and accessibility that has made TikTok stand out against its competitors.