A major change is looming. TikTok faces a deadline of June 19 to divest from its Chinese parent company or face a U.S. ban. That clock isn’t just ticking for influencers. It’s a red alert for 2.8 million small and midsize businesses (SMBs) that rely on the app for marketing—and in many cases, for revenue.
To get ahead of the fallout, Tiger Pistol and Localogy have released a detailed report called Surveying the Landscape of a Post-TikTok World. It examines how businesses would respond, which platforms are next in line for ad dollars, and how brands can avoid putting all their eggs in one social media basket.
Why This Matters
According to the report, 61% of businesses using TikTok say the platform drives up to a quarter of their sales. That kind of dependency is rare—and risky.
If TikTok goes dark, marketers won’t wait around. They’ll move fast to platforms with proven audience scale. Based on both survey data and real-time platform analytics, Meta’s Facebook and Instagram are the clear front-runners.
The Alternatives: Who Gains from TikTok’s Potential Exit?
Back in January, TikTok experienced a short-lived outage. But the ripple effects were instant. According to Tiger Pistol, Facebook traffic jumped 20% in 14 hours. Instagram wasn’t far behind with a 17% surge. That same window saw ad rates climb 10%.
Those numbers aren’t speculation—they’re from live ad delivery platforms. This wasn’t a theory. It was a dress rehearsal.
Facebook and Instagram Lead the Pack
Among surveyed businesses, Facebook was named as the top fallback. Instagram came in close behind. Meta’s ability to absorb both traffic and ad spend quickly has made it the platform to beat if TikTok is removed from the picture.
Google and YouTube also made strong showings, particularly for video-first campaigns. While neither offers the same short-form discovery experience as TikTok, both are primed to accept a large influx of advertisers with video content to move.
What the Data Shows
The report includes survey feedback from 750 SMBs and uses platform data from Tiger Pistol to analyze traffic shifts and cost increases.
Key takeaways:
- Facebook and Instagram will likely absorb most of the budget left behind.
- Google and YouTube may capture performance-focused dollars, especially in search and video.
- Advertisers follow attention. When audiences move, budgets move with them.
The Cost of Putting All Your Spend in One Spot
One major theme in the report is risk. Single-platform strategies may work—until they don’t. A government ban, a technical glitch, or a policy change can leave advertisers stranded.
Sarah Cucchiara, VP of Client Success at Tiger Pistol, put it plainly: “We can’t control the headlines, but we can control where our dollars go. Diversification is not a trend—it’s a survival skill.”
What Marketers Should Do Now
The report doesn’t just paint a grim picture. It offers steps.
Start by evaluating current platform splits. Businesses over-indexed on TikTok should explore Facebook, Instagram, and YouTube as immediate alternatives. Those already active across multiple channels should consider increasing spend where performance is strongest, especially for lower-funnel actions like retargeting or direct response.
And don’t wait until June 19. That deadline could be extended—or it could arrive with no warning. Either way, the smart money is on being ready.
Preparing for a Shift—Without Losing Momentum
Advertising won’t stop. Audiences won’t disappear. But the rules may change overnight.
This report gives agencies, tech vendors, and SMB marketers a snapshot of what could happen and how to respond. It’s based on real usage data, platform performance metrics, and first-hand survey responses from the businesses most likely to be affected.
Putting the Findings to Work
The full report is free and available now at TigerPistol.com. Whether you’re managing one brand or a hundred, it’s worth reading. The better prepared you are, the less ground you’ll lose.
And for 2.8 million businesses whose sales are tied to TikTok, every day counts.
