TikTok could be on its way out in the U.S., and while we’d all love to keep scrolling through our favorite influencers, stitches and memes, marketers in the student housing and multifamily space need to have a Plan B ready. If you’ve been investing in TikTok ads to fill apartments and student communities, now’s the time to consider your next move—before your strategy is caught in a scroll-less void.
Here’s The Good news: IF, and it’s a big IF, TikTok goes away, your audience will not. They’re just a hop, skip, and a swipe away on platforms like Instagram, YouTube Shorts, Snapchat Ads and Google Paid Search. Let’s talk about why these are the perfect alternatives for your ad dollars—and how you can stay ahead of the competition.
TikTok might have led the short-form video revolution, but Instagram perfected the art of shamelessly copying it. With Reels and Stories, you can keep the magic alive—and keep reaching Gen Z’ers and Millennials where they already live.
Why it works: That killer TikTok creative you’ve been running? It’s a plug-and-play for Instagram. The vertical format, quick cuts, and attention-grabbing captions slide right into Reels, no re-editing required.
Why it’s smart: Instagram’s demographic isn’t just TikTok’s cousin—it’s practically its twin. Plus, Instagram’s ad platform offers some of the best targeting and analytics in the game.
YouTube Shorts isn’t just riding TikTok’s coattails—it’s leveraging the best parts of short-form video while tapping into YouTube’s massive user base and unmatched longevity.
Why it works: Like Instagram, YouTube Shorts supports your existing TikTok-style videos. No resizing, no sweat.
Why it’s smart: YouTube’s reach is unmatched. Your audience is already there, and Shorts is specifically attracting the same Gen Z / Millennial crowd you’ve been wooing on TikTok.
Remember when Snapchat was the TikTok of its day—exploding in popularity, only to quietly fade into the background? Most people assume no one’s using it anymore, but that couldn’t be further from the truth. Last week, I was on a ski trip with six late teens and young adults. On the chair lifts and even mid-slope, every single one of them was snapping their friends and keeping their streaks alive. Snapchat isn’t dead—it’s alive, thriving, and highly relevant to our target audience.
Why it works: Like Instagram Reels, your TikTok creatives are plug-and-play for Snapchat’s vertical format. No extra effort needed.
Why it’s smart: Snapchat boasts 100 million daily active users in the US, with 38% of them between the ages of 18-24. And these users aren’t just casually scrolling—they’re engaged, opening the app an average of 40 times a day.
If your audience is Gen Z or young Millennials, Snapchat is an excellent choice. It’s time to rethink this “forgotten” platform and take advantage of its direct connection with highly engaged users.
While Instagram and YouTube Shorts are great for visibility, Google Ads is where you go to close the deal. If TikTok taught us anything, it’s how much creative energy goes into top-of-funnel awareness. But when you’re ready to convert all that hype into leads and signed leases, Google Paid Search is king.
Why it works: If your search campaigns already have strong conversion rates and a low cost per conversion, but limited search impression share, this is your golden opportunity. Doubling down on Google Ads ensures your ads show up MORE times to people who who are actively researching apartments to rent.
Why it’s smart: It’s not just about throwing money at Google. It’s about throwing smart money. If your paid search campaigns are a proven winner and there’s MORE qualified searches to show up for, it only makes sense to shift TikTok dollars here.
If TikTok vanishes, you don’t have to start from scratch. Your creative assets and strategy can seamlessly shift to platforms with proven staying power. Here’s your cheat sheet:
1. Instagram Reels for swipe-friendly entertainment.
2. YouTube Shorts for discovery and reach.
3. Snapchat Ads for high engagement with Gen Z and young Millennials.
4. Google Ads for locking down those leases.
Let’s be real: A TikTok ban in a few days isn’t guaranteed. While the headlines might be dramatic, the chances of it actually happening still feel uncertain. That said, having a plan in place is the difference between staying ahead or scrambling if downtime happens. Even if TikTok survives, knowing where to pivot ensures you’ll keep your campaigns running smoothly no matter what.
Taking a proactive approach now means you’ll be ready to maintain your impact and adapt seamlessly if TikTok faces temporary interruptions—or if you just want to diversify your strategy for more stability.
