TikTok: What the Ban Means for Beauty Pros
Understanding the TikTok Ban & How to Thrive Even if it is Banned.
If you are one of the 170 million Americans with the TikTok app on your phone; you’re likely familiar with the news surrounding the United States TikTok ban. If you’re not and wondering what it all means—especially for beauty professionals and entrepreneurs—we’re here for you. Ahead, you’ll find a comprehensive breakdown of the ban—plus, essential traditional marketing tips to ensure your business remains strong, with or without social media.
The TikTok Ban Explained:
In April 2024, Congress passed the Protecting Americans from Foreign Adversary Controlled Applications Act (PAFACA), requiring TikTok’s parent company, ByteDance, to divest its U.S. operations by January 19, 2025, or face a ban. This Act was passed as the U.S. has national and cyber security concerns due to TikTok’s Chinese ownership and their non-compliance with U.S. regulations.
Then, on January 17, 2025, the U.S. Supreme Court unanimously upheld PAFACA, allowing the ban to proceed. In response, TikTok ceased operations in the U.S. on January 18, 2025, affecting approximately 170 million users. Following his inauguration on January 20, 2025, President Donald Trump issued an executive order delaying the ban’s enforcement by 75 days to explore potential resolutions. This action allowed TikTok to resume services in the U.S.
Here’s What to Expect Next:
Currently, TikTok operates under this temporary delayed ban as discussions continue regarding its ownership and compliance with U.S. regulations. TikTok’s future in the U.S. depends on ongoing negotiations and policy decisions. Under the current reprieve, a decision must be made by April 3, 2025.
Given this, beauty professionals should remain cognizant of the situation and enhance their marketing strategies on other social media platforms as well as their in-person marketing efforts.
Foolproof Marketing Strategies for Beauty Pros:
The tumultuous situation with TikTok should serve as a reminder that social media can be gone in an instant. While it is an important part of a beauty professional’s content marketing, the following traditional marketing tactics should also be included in your brand’s marketing strategy:
- E-mail Marketing:
- E-mail Marketing: Save all of your clients’ contact info in one online database and use e-mail blasts to increase bookings, promote your services, offer discounts and more.
- Direct Mail Marketing: Target your ideal clientele in your region by sending mailers to homes and businesses.
- Partnering and Networking with Local Businesses:
- Sponsor Local Events: Engage with your community by sponsoring local events like expos, fundraisers, school activities and charities to boost visibility.
- Cross-Promotion: Partner with other local businesses and professionals and cross-promote in-salon (and online).
- Referrals and Word-of-Mouth:
- Referral Programs: Offer discounts or free services for clients who refer new customers.
- Client Testimonials: Display client reviews in your physical space, website or social media channels.
- Networking: Partner with complementary professionals (think: wedding venues, med spas, other beauty pros) to cross-promote services.
- Print Advertising:
- This can include placements in local newspapers and magazines.
- Print signage and visibility that stands out.
- Printing and distributing pamphlets and business cards.
- In-Salon Promotions:
- Loyalty Programs: Reward repeat customers with rewards such as complementary services or retail products.
- Upselling Retail: Bundle retail products with other products or services to upsell.
Pro Tip: When applicable, use traditional marketing efforts to drive traffic to your digital presence. For example, include social media and website links or QR codes that drive back to all on print materials.
