Many community marketing teams have had to learn new social media platforms every couple of years for about the last decade or so. First, it was Facebook and Twitter. Then it was Instagram and YouTube. Since 2020, the latest platform to master has been TikTok. The popularity of TikTok came quickly and reached stratospheric levels, with over 1 billion active monthly users as of 2024. Community marketing teams looking to reach the millennial and Gen Z crowds have had to give TikTok plenty of attention in recent years.

While TikTok has cemented itself in the social media realm, it hasn’t been without controversy. In March of 2024, The US House of Representatives approved legislation deemed the Protecting Americans from Foreign Adversary Controlled Applications Act, which could ban TikTok in the United States in as little as 6 months if the platform’s parent company refuses to divest before the end of the year.

What does this legislation mean for community management and marketers in 2024 and going forward? This doesn’t mean that TikTok should be suddenly dropped and ignored, but it may mean investing a little more time in other platforms just in case TikTok is effectively banned. What has TikTok taught us? In short, that short form video has power for businesses of any industry – including community management.

Both YouTube and Instagram Reels also provide a platform for short form video marketing content. YouTube Shorts is a newer feature that behaves similarly to Instagram Reels, and videos can be shared across both platforms for wider reach. On both platforms, video creation and editing is easy, and you’re able to use relevant hashtags to make your posts more searchable to your audiences. If you’re already using Facebook and X (formerly Twitter), Instagram Reels and YouTube videos or shorts are easily sharable using simple to access links.

At OccupancySolutions.com we know how important it is to stay ahead of the curve when it comes to mastering your community social marketing. While TikTok may remain unaffected by the passage of the bill, it’s worthwhile to have a plan going forward just in case you need to shift your short form marketing videos to another platform. To learn more about staying on top of the latest social media marketing trends, contact us today.