Since exploding in popularity in late 2018, the short form video service TikTok has been the go-to social media platform for brands exploring viral marketing strategies. But as recent rumbles around a TikTok ban in the US have proved, it can be precarious to focus your marketing campaign around one platform. And the truth is, there are plenty of opportunities out there for companies to achieve social media virality, which is why all the smart brands are diversifying, looking to alternate platforms on which to conjure a viral moment.
In this blog we delve into the reasons behind the TikTok ban, examine TikTok alternatives for brands and explain how to go viral on social media.
The TikTok Ban - Will TikTok Be Banned in the US?
Why is America banning TikTok, you might wonder? Well, due to national security concerns about it owner, Bytedance, President Joe Biden signed legislation in April 2024 requiring the Chinese company to sell TikTok to a U.S. owner within a year or to shut down. The federal law was unanimously upheld by the Supreme Court and on January 18th 2025, TikTok went dark in the US, just hours before the ban was set to begin. The app was also removed from app stores, while its website told users that TikTok was no longer available.
However, the platform restored service a little over 12 hours later, after incoming President Donald Trump granted Bytedance a reprieve. Promising not to enforce the ban, he kept his word on his first day in office, signing an executive order that delayed the ban for 75 days and instructed the Attorney General not to take any action in enforcing the law. Even then, it took until February 13th for the app to become downloadable on iPhones and Androids again. And while it’s business as usual for now, the clock is ticking on the legislation’s current extension.
What Is the Role of TikTok in Brand Virality?
TikTok plays a huge role in brand virality due to its unique algorithm, short-form video format and highly engaged user base. In the former respect, it has the potential to be a great leveller because – unlike other platforms – TikTok’s For You page prioritises content based on engagement rather than follower count. This means that even the smallest brands can go viral if their content resonates with audiences.
In addition, TikTok is a platform that thrives on collaboration. Not only can brands hop on viral challenges, dances and remixes to amplify their voice, they can join forces with influencers and content creators to leverage reach. And as any marketing manager worth their weight in gold will tell you, teaming up with creators that have the same audience as your brand is a no-brainer.
Short form video offers ample opportunities for creativity. Brands can go as wild as they like within the parameters of the format, grabbing attention with humour and/or innovation and creating viral moments. Not only that, but brands that leverage trending sounds and memes can increase visibility exponentially, and
even non-branded trends can be repurposed creatively to fit a brand’s message. And then there’s the TikTok Creative Center, which offers brands access to tools like video generator, script generator and symphony assistant as well as information on hashtag challenges, in-feed ads and spark ads. That’s not to mention the TikTok shop, through which brands can sell products in-app.
Alternative Platforms & Strategies
Can brands go viral without TikTok? The simple answer is yes. With over two billion logged-in monthly users, YouTube Shorts offers an incredibly tempting alternative to TikTok. Leveraging YouTube’s search and SEO power, the Shorts algorithm considers viewer reel watch history when personalising recommendations, thereby influencing the dynamic YouTube feed. Shorts appear on the homepage, in subscriptions and in the Shorts feed, giving brands multiple touchpoints to reach viewers. Brands can also take advantage of strategic hashtags, and use Shorts as a teaser for longform YouTube content.
Whether used as an alternative to or in conjunction with TikTok, Instagram Reels also provide brands with ample opportunities to create viral moments. Just as Shorts is part of YouTube, Instagram is integrated with Facebook meaning that content can easily be shared cross-platform. Plus video content takes precedent over static photo posts, with reels being pushed heavily by Instagram’s algorithm, appearing on the Explore page, the Reels tab and on users’ feeds. Tools like Shoppable reels, tags and make it easy for brands to monetise content. And as per with YouTube and TikTok, picking popular music helps your content travel further.
Another option for driving organic reach is influencer marketing. These collaborative campaigns can take place on any platform and they allow brands to target audiences with high levels of accuracy. Alternatively, audio-only or podcast content is another great option for brands looking to go viral.
The Power of Music in Viral Marketing
We’ve spoken at length before about the power of music, but it’s worth repeating that music is one of the most important tools in marketing, offering the potential for brands to shape emotions, reinforce brand messages and drive engagement. A catchy tune or trending sound can make a brand’s content instantly memorable, leading to higher shares, engagement and virality. Meanwhile jingles, signature sounds and beds create instant brand recognition (think McDonald’s five-note ‘I’m Lovin It’ jingle).
All the short form video platforms discussed in this article thrive on music-driven trends, which can easily be co-opted by brands. Just think of Ocean Spray's viral Fleetwood Mac moment, with boosted brand awareness without using a traditional ad campaign. And the beauty of catchy music is that it inspires user generated content – from dance challenges to lip-syncs and remixes – with sound trends influencing global algorithms that can be utilised to harness your own viral moment.
How Audio Network Supports Brand Virality
At Audio Network we offer brands high quality, pre-cleared music, spanning every genre and mood, and licensable for all social platforms. With new releases every fortnight, we make it easy for you to keep your finger on the pulse, while our curated playlists are packed with inspiration for professional content creators, from spotlight releases to trending tracks. Read more about how Audio Network can support your brand here.
Further Reading
So now you know all about viral marketing outside of TikTok, why not read more of our industry deep-dives? From which cover everything from music briefing benefits and background music, to comprehensive guides to unlocking music licensing’s ROI and selecting the right music for your brand. Want to find music for Instagram, YouTube or TikTok? We’ve got blogs on those too.
Need Music for Your Project?
At Audio Network we create original music, of the highest quality, for broadcasters, brands, creators, agencies and music fans everywhere. Through clear and simple licensing, we can offer you a huge variety of the best quality music across every conceivable mood and genre. Find out how we can connect you with the perfect collaborator today by clicking the button below!
