In a dramatic turn of events, TikTok has restored its services to its 170 million U.S. users. The app went dark briefly on Saturday after a Supreme Court ruling upheld a ban on national security grounds. However, President-elect Donald Trump announced he would issue an executive order delaying the ban to allow time for a potential resolution.

While TikTok is back online, its future remains uncertain. The incoming administration has signaled its willingness to work toward a long-term solution, but bipartisan concerns over national security persist. For marketers, this development underscores the need to adapt and diversify strategies in a constantly evolving media landscape.

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Our 70/20/10 Philosophy: From TikTok to Traditional Channels

At evok, we’ve always championed a balanced approach to media strategy through the 70/20/10 framework:

• 70% is invested in proven, reliable channels that consistently deliver results, like Google, Facebook, and email marketing.
• 20% focuses on emerging platforms that are gaining traction and show promise, offering opportunities to expand reach and innovate.
• 10% is reserved for calculated risks—testing innovative platforms or content strategies to stay ahead of the curve.

TikTok’s journey has exemplified this philosophy. When it first gained popularity, it was a “10”—a platform for calculated experimentation. Over time, as its effectiveness and audience reach grew, TikTok earned its place in the “20” for many of our clients, offering scalable opportunities for engagement. Even now, as the platform navigates political and legal challenges, the “70” remains a vital anchor, ensuring our clients’ strategies remain effective and resilient.

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TikTok’s Role Across Industries

Healthcare

TikTok allowed healthcare organizations to connect with audiences through relatable, humanized content, tackling topics like wellness tips and myth-busting. Through the platform’s unique features and TikTok’s official app, healthcare providers have succeeded with everything from doctor Q&As to medical myth-busting series that capture attention in seconds. With its reinstatement, healthcare marketers can cautiously re-engage, but they should continue leveraging Instagram Reels and YouTube Shorts for broader reach.

Travel and Tourism

TikTok has been a powerful driver of wanderlust, offering a creative way to showcase destinations and inspire travel bookings. DMOs can resume using TikTok for visual storytelling but should also focus on platforms like Pinterest and Instagram to maintain campaign stability.

Education

From campus tours to student life spotlights, TikTok has helped educational institutions engage younger audiences. The platform’s return is an opportunity to reconnect, but LinkedIn and Instagram remain strong complements for recruitment campaigns.

Credit Unions

TikTok’s informal, engaging format made it a valuable tool for reaching younger demographics and simplifying complex financial topics. Its return offers a chance to rebuild these connections, while YouTube remains a reliable channel for educational content.

Restaurants

TikTok has been a playground for restaurants, showcasing menu items and embracing viral trends. Restaurateurs can dive back into TikTok campaigns but should reinforce their presence on Instagram and Yelp to reach food enthusiasts across platforms.

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Evaluating TikTok and Media Opportunities with Agency Insights

At evok, we consistently assess media opportunities through our agency’s POV, ensuring that our clients’ investments align with their goals and adapt to changing landscapes. TikTok’s return demonstrates why diversification is essential across all aspects of digital marketing:

Strengthen the 70

Proven channels remain the foundation of success. Our comprehensive digital marketing services encompass everything from search engine optimization to paid media, ensuring your core channels deliver consistent ROI. This includes:

• Strategic email marketing campaigns that leverage segmentation and personalization to achieve above-industry open rates
• Data-driven PPC management that combines keyword optimization with compelling ad copy
• SEO-optimized content creation that helps your brand dominate search results while engaging your target audience
• Analytics-based decision-making that turns raw data into actionable insights

Revisit the 20

While TikTok’s reinstatement invites marketers to reintegrate the platform, success in emerging channels requires more than just presence—it demands strategic integration. Our in-house media planning and buying team evaluates each platform’s potential through multiple lenses:

• Audience alignment and engagement metrics
• Cost per acquisition across different customer segments
• Content performance and creative requirements
• Integration capabilities with existing marketing technology
• Brand safety and reputation management considerations

Keep Innovating in the 10

Our framework’s “10” portion allows for calculated risks and experimentation, but even innovation needs structure. Our approach to testing new channels includes:

• Defined success metrics before the launch
• Controlled budget allocation to minimize risk
• Cross-channel attribution modeling
• Regular performance reviews and optimization
• Clear escalation/de-escalation criteria for channel investment

This balanced approach ensures that we maintain strong performance across established channels while exploring new opportunities like TikTok. Our in-house capabilities span the entire digital spectrum, from content creation and email marketing to programmatic advertising and rich media development, allowing us to pivot quickly as the digital landscape evolves.

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Looking Ahead: TikTok’s Next Chapter

While the incoming administration has expressed a desire to explore solutions that keep TikTok accessible, bipartisan tensions and legal complexities remain. Whether TikTok stays or goes, its influence on how brands and users interact will continue to shape the social media landscape.

At evok, we believe in helping clients navigate these uncertainties with thoughtful, strategic guidance. By balancing reliable platforms with calculated innovation, we ensure your marketing efforts are resilient, adaptive, and prepared for what’s next.

Want to discuss how to adapt your media strategy to this evolving landscape? Let’s connect and explore the possibilities together.