by LEE PARKHURST, Chief Fun Officer, Parkhurst Marketing

If you’ve been paying attention to what’s happening with TikTok, you might feel a little whiplash. One minute, TikTok is one of the fastest-growing e-commerce platforms in the U.S., reaching 175 million users. The next, it’s banned, unbanned, and, at press time, dangling in legal limbo.

While TikTok fights for its future, toy and game brands must focus on diversification — because the social commerce train isn’t stopping. 

In January, the Supreme Court upheld a law requiring TikTok’s Chinese parent company, ByteDance, to sell its U.S. operations or face a ban. The app went dark for 12 hours before President Trump signed an order delaying the ban for 75 days. Apple and Google removed TikTok from their app stores, meaning new users can’t download it, and current users may lose access (again) soon.

This matters for businesses because TikTok isn’t just another social platform — it is a social shopping powerhouse. More than 50% of TikTok users searched for products directly on the app instead of using Google or Amazon. In 2024, TikTok Shop’s global GMV was about $32.6 billion. The U.S. is the biggest market for TikTok Shop, generating about $9 billion in GMV. That’s why I’ve been working with brands to launch TikTok Shops — because TikTok isn’t just about marketing; it is about sales.

So, what’s next? Instead of waiting for TikTok’s fate to be decided, brands should spend the next month working on diversification. Here’s how:

1. Lean Back into Meta: If TikTok is the social commerce disruptor, Meta remains the scale king. Instagram Reels and Facebook’s shop integration offer direct checkout, and Instagram just increased Reel limits to three minutes — conveniently timed as TikTok struggles. Brands can repurpose their best TikTok content for Instagram and Facebook to keep engagement high without starting from scratch.

2. Invest in YouTube Shorts:  YouTube is the most trusted video platform, and Shorts is its competitor to TikTok. Chances are you’ve watched YouTube Shorts and thought it was a TikTok video. Vertical video is becoming more and more prevalent across platforms. While the audience skews slightly older (which, let’s be honest, is who buys the toys!) YouTube search gives Shorts longer relevance, unlike TikTok’s fleeting virality. YouTube’s creator monetization is also more substantial, making it a smart alternative for video creator partnerships and long-term content visibility.

3. Don’t Go Chasing “The Next TikTok” (Yet):  Newer platforms like RedNote and Bluesky are gaining attention, but let’s be realistic: Brands should go where audiences already are. TikTok users are still on Instagram, Facebook, and YouTube. Instead of starting from scratch on untested platforms, build a cross-platform strategy where people are already watching and shopping. 

TikTok makes shopping socially exciting and easy. Its algorithm and trends change how toys and games are marketed and sold. But the key to success remains the same: Meet buyers where they are. Brands that diversify socially now will stay ahead of the curve no matter what happens with TikTok in April. What is the best social selling strategy? One that doesn’t rely on a single platform to survive.

A version of this feature was originally published in the 2025 edition of The BIG Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!