January Marketing Updates
TikTok for the Chop?
The Potential US Ban and Its Global Fallout
To the surprise of no one, the United States is once again considering a ban on TikTok, the wildly popular app owned by Chinese tech giant ByteDance. The proposed move, reportedly driven by concerns over national security and data privacy, highlights growing US anxieties about China’s expanding influence in the digital space. But what would a ban mean for the global tech landscape, and is this truly about data security, or is it a piece in a much larger geopolitical puzzle?
Why Is the US Trying to Ban TikTok?
US lawmakers argue that TikTok poses a national security threat due to its ties to China. In April 2024, Congress passed a bill signed by President Joe Biden, giving ByteDance nine months to find a US-approved buyer or face a shutdown of TikTok across the United States. The concern? ByteDance could be compelled to share user data with the Chinese government or use the platform to influence public opinion.
These fears aren’t new. TikTok has been under scrutiny for years, with Donald Trump attempting a ban back in 2020. Joe Biden later introduced restrictions on government devices. Critics, however, suggest that the US stance on TikTok may have more to do with broader geopolitical struggles than genuine security risks. As China continues to emerge as a technological and economic rival, restricting Chinese tech firms fits into a larger strategy by Washington to curb Beijing’s global influence.
TikTok and ByteDance have consistently denied any links to the Chinese government or that they would hand over data. Legal challenges against the law have already been filed, with the companies arguing that a ban would be unconstitutional and have a staggering impact on free speech, potentially devastating their operations.
The Global Fallout
If the US does proceed with a ban or forces ByteDance to sell its US operations, the effects could ripple across the globe. Are TikTok shops safe here in the UK?
- Tech War Intensifies – A ban could further escalate the ongoing tech war between the US and China, prompting potential retaliatory actions from Beijing, including restrictions on US companies operating in China.
- Regulatory Precedent – Other Western nations may follow the US lead, increasing scrutiny on Chinese tech firms and possibly banning TikTok in their markets.
- Impact on Creators & Businesses – Millions of creators and businesses rely on TikTok for income, engagement, and marketing. A ban would disrupt digital economies and force brands to rethink their marketing strategies.
- Rise of Alternatives – While platforms like Instagram Reels and YouTube Shorts stand to benefit, TikTok’s unique algorithm and engagement model may prove difficult to replicate.
This isn’t just about one app; it’s a flashpoint in a larger battle over global tech dominance. Whether TikTok stays or goes, the outcome could redefine digital platforms and geopolitics for years to come.
We predict that TikTok is here to stay in the UK but do encourage businesses that we work with to cover other ecommerce channels for a more broad spectrum approach.
Maximise Beyond PMAX
Smart Google Ad Strategies for Better ROAS
Think Performance Max (PMAX) is the only way to boost your ROAS? Think again! Following Google’s recent updates, PMAX and Standard Shopping campaigns now compete equally in ad auctions. The result? Your ad with the highest Ad Rank wins, opening up more opportunities for clever, flexible ad strategies.
By diversifying your Google Ads approach, brands can see better results, especially during key periods like the holidays. The right blend of PMAX and Standard Shopping can improve visibility and drive conversions without relying on a single campaign type.
Key Takeaways for Advertisers
- No More Automatic Prioritisation – PMAX no longer takes precedence over Standard Shopping. Use this to your advantage by testing both approaches.
- Flexibility in Budgeting – Adjust your budgets and targets dynamically to meet your sales goals.
Maximising your ad potential isn’t about choosing one strategy over another—it’s about blending them in a way that drives optimal results.
If you’re finding it difficult to navigate Google Ads or achieve the results you require, do reach out to us for a free consultation.
Playing the TikTok Game
How to Win on TikTok Shop
Thinking about joining TikTok Shop? Here’s what you need to know to win the game!
Success on TikTok Shop isn’t as simple as it once was. A great product alone won’t guarantee results anymore. With competition fiercer than ever, you need a multi-layered strategy to stand out.
Core Strategies for TikTok Shop Success
- Affiliate Outreach – Collaborate with micro-influencers and offer attractive commission packages to increase sales and brand recognition.
- Content Consistency – Keep your audience engaged by posting regularly and varying your content.
- Live Sessions – Host weekly live streams to interact with viewers and showcase your products.
- Customer Experience – Prioritise customer satisfaction to secure positive reviews and boost your shop’s score.
- Paid Ads – Invest in product, video, and community ads to amplify your reach.
Discounts, flash sales, and campaigns are essential, but they’re just the baseline. Real success comes from leveraging every tool TikTok offers and crafting a cohesive strategy.
Feeling overwhelmed? Don’t worry—we’re here to help. From strategy to execution, we can support you in playing the TikTok game and winning. If you’d like to get your hands on the 2025 TikTok deals calendar, see below:
Core Blimey!
Surviving the December Google Core Update
The December Google core update came in like a whirlwind, running from 12th to 18th December 2024—just in time to shake things up before Christmas. But that wasn’t all. Hot on its heels came a surprise spam update, which ran from 19th to 26th December.
With 20 years of SEO experience under our belt, we can confirm this update was a big one. Some clients saw traffic improve, while others experienced significant drops. As always, there were winners and losers.
What Can You Do Now?
- Monitor Traffic Closely – Keep a close eye on your analytics to identify any sudden changes in traffic patterns.
- Review Content Quality – Google’s core updates often focus on rewarding high-quality, relevant content. Ensure your pages meet these criteria.
- Adjust Your Strategy – If you’ve noticed a drop, don’t panic. Review your SEO strategy and make adjustments where needed.
The key to surviving these updates is staying vigilant and adaptable. SEO is a long game, and with the right approach, you can come out on top.
Are your ads Tikety Boo?
Get TikTok ads right!
TikTok has transformed the digital marketing landscape, offering businesses a unique opportunity to connect with a vast, engaged audience. But standing out on this fast-paced platform requires more than just jumping on trends. Here’s how to craft a TikTok advert that captivates and converts:
- Keep It Short and Sweet
TikTok thrives on snappy, engaging content. While ads can be up to 60 seconds, aim for 15–20 seconds to maintain viewers’ attention. Use the opening seconds to hook your audience with a bold statement, visually striking moment, or unexpected action.
- Prioritise Authenticity
Polished, overly professional ads can stick out on TikTok—in the wrong way. Users respond better to content that feels genuine and relatable. Film vertically, embrace user-generated content styles, and avoid hard sells.
- Leverage Trends Wisely
Trends are TikTok’s lifeblood. Incorporate popular challenges, hashtags, or trending audio into your ad—but only if it aligns with your brand’s tone. Forced participation can come across as inauthentic and alienate your audience.
- Add Captions and Text
Many users watch videos with the sound off. Including on-screen text or captions ensures your message is understood no matter how it’s viewed. Use bold, easy-to-read fonts to highlight key points.
- Use Clear Call-to-Actions (CTAs)
End your advert with a strong CTA that encourages immediate engagement. Whether it’s “Shop Now,” “Learn More,” or “Try This,” make it simple and direct. TikTok’s swipe-up feature makes it easy for users to take action, so don’t miss the opportunity.
- Test and Optimise
TikTok’s analytics tools provide valuable insights into how your ad is performing. Experiment with different formats, visuals, and messaging to find what resonates best. Regularly tweak and refine your content to maximise impact.
- Collaborate with Creators
Partnering with TikTok influencers can boost your ad’s reach and credibility. Creators know how to engage their audience while keeping the content authentic—making them a valuable asset in your marketing strategy.
By embracing TikTok’s creative potential and focusing on authenticity, your brand can deliver memorable adverts that inspire action. So, grab your smartphone, unleash your creativity, and start turning heads on TikTok!
Leave a Comment