While it may appear to be business as usual on your TikTok feed (you know: line dancing, salad dressing hacks, bunnies sleeping on panda bears, and the like), a lot is going on behind the scenes. The app, which is owned by ByteDance (a China-based social platform-focused tech company founded in 2012), has been under fire for its privacy settings since 2019, when it was fined is fined $5.7 million for child data privacy violations. In the years since then, various branches of the United States government have attempted to ban the app (including the military and President Donald Trump). And in 2023, those efforts continue.

The "why" behind TikTok bans

Many U.S. government agencies have discussed nationwide bans on TikTok, citing security and privacy concerns. Here's why: ByteDance, which, remember, is the parent company of TikTok has had a history of lawsuits over privacy issues. For example, earlier this year, Buzzfeed News reported that ByteDance employees were accessing non-public data for TikTok users—including phone numbers and birthdays.

This event is part of a larger concern that China's national security laws may require companies like ByteDance to supply personal and proprietary data to the government on demand, reports NPR. (However, it's worth noting that TikTok claims this data stays within the U.S.)

This growing concern for data privacy has led Republican lawmakers to introduce a bill that would ban the app nationwide. FBI director Christopher Wray has also expressed his concerns surrounding the app. "They include the possibility that the Chinese government could use it to control data collection on millions of users or control the recommendation algorithm, which could be used for influence operations if they so chose, or to control software on millions of devices, which gives it an opportunity to potentially technically compromise personal devices," he said last month.

Now, as the year comes to a close, seven states have issued bans of TikTok on state-provided devices. Below, you'll find the TL;DR on who is now pursuing TikTok lawsuits and bans. Plus, what all this TikTok drama really means for your business's social media strategy.

Efforts to ban TikTok by state

Alabama

In Alabama, Governor Kay Ivey has prohibited the use of TikTok on all state IT infrastructure as of December 12. “Protecting the state of Alabama and our citizens’ right to privacy is a must, and I surely don’t take a security threat from China lightly,” Governor Ivey said in a statement. “After we discussed this with our OIT secretary, I came to the no brainer decision to ban the use of the TikTok app on our state devices and network. Look, I’m no TikTok user, but the evidence speaks for itself, and I want to make sure I’m doing everything we can as a state to stand against this growing security risk.”

Maryland

On December 7, Maryland banned the use of TikTok and certain China and Russia-based platforms in the state's executive branch of government, an effort led by Governor Larry Hogan.

Nebraska

The first statewide ban of TikTok on all State electronic devices was announced by Governor Pete Ricketts on August 12.

South Carolina

"Protecting our State’s critical cyber infrastructure from foreign and domestic threats is key to ensuring the health, safety, and well-being of our citizens and businesses," Governor Henry McMaster wrote in a letter to South Carolina Department of Administration Executive Director Marcia Adams (released December 5). "Federal law enforcement and national security officials have warned that TikTok poses a clear and present danger to its users and a growing bi-partisan coalition in Congress is pushing to ban access to TikTok in the United States."

South Dakota

South Dakota announced that TikTok will no longer be accessed on state-owned or state-leased devices.

Texas

Governor Greg Abbott banned TikTok on government-issued cell phones and computers, stating that TikTok "harvests" data from its users' devices.

Utah

Utah Governor Spencer Cox also banned the use of TikTok on state-owned technological devices on December 12.

How concerned you should be about TikTok bans right now, according to a social media expert

So, what does all this mean for your business? According to Ashley Rector, Founder of Laura Alexandria Marketing, an organic and paid social media marketing company, this news should encourage you to keep a close eye on TikTok and consider how it fits into your overall brand strategy. "Several states have already banned Tiktok on a state level for government devices, which only gives more credibility to the legislation that was just introduced to ban Tiktok in the U.S. as a whole," she explains.

She adds that taking a broader view of this news and looking beyond TikTok itself may also be useful. "Data privacy is extremely important," says Rector. "It won't be the last of new laws and regulations coming out that will hinder social media apps and advertising, so connecting with audiences in an organic way is important." In other words: As a founder, it's crucial to keep close tabs on privacy and data news so that you can pivot when necessary and remain agile in your marketing efforts.

6 tips for TikTok proofing your marketing plan

1. Diversify your content channels 

"Utilize Tiktok up until the final nail in the coffin, however, make sure you are also prioritizing content on other video-heavy channels like Youtube and Instagram," says Rector. "Youtube Shorts is an excellent way to start testing out Youtube if you are currently not on the platform." She adds that Instagram is also a solid option since Meta has proven it has staying power.

2. Let go of TikTok perfectionism

While you should still have a "business as usual" mindset about TikTok, Rector recommends taking shortcuts on the app. That way, you can lend that time to other platforms. "Less polished content is key right now, so stop spending so much time creating the perfect video and let it be a little rough around the edges," she says.

3. Have fun with new social media platforms and releases 

"Every social channel copies what the other is doing, so instead of resisting what is coming, lean in and make it your own," says Rector. Give Youtube Shorts a try or experiment with BeReal. Why not?

4. Look at who your customers/clients are—and allow that information to inform your social media strategy

If you don't know who your people are yet, now's the time to really get to know them, says Rector. "Get really clear about who your target consumer is. What is their age? Where do they live? What do they like? Each social platform has a strong base of a certain demo, so start there," she says. Once you've gathered this information, you can make strategic decisions about which non-TikTok platforms deserve your brain space.

5. Tell your TikTok followers to check you out on other channels

"Make sure you leverage Tiktok now," says Rector. "Tell users that they should follow you on other channels. We did that for one of our clients and saw a big increase in followers on the other social channel we directed them to."

6. Always focus on what you can control 

Here's the not-great news: At the end of the day, no social media app is 100 percent reliable. "It is extremely important to use social media to funnel into your other marketing efforts," says Rector. "So think about where you can lead people on your channels. Is it an email list, your website, where is it?" Sending your community to places you control is critical—and, right now, TikTok ain't it.

This is a developing story.