The Scoop: TikTok could face its moment of truth as soon as next week

A Senate vote on TikTok’s future could come soon after a bill to force the app’s sale or face a ban was bundled with other foreign policy priorities, including additional aid for Ukraine and sanctions against Iran.

The House, which has already passed a version of the bill, has now bundled similar language into a larger bill that tackles several foreign affairs policies, including aid for Ukraine and sanctions against Iran. They could vote on the bill this weekend, and if it passes, the Senate could consider it next week, according to the Wall Street Journal.

Unusually for this Congress, the bill has bipartisan support. Senate Commerce Committee Chair Maria Cantwell, a Democrat, even praised Republican House leaders, The Hill reported.

“I’m very happy that Speaker [Mike] Johnson [R-La.] and House leaders incorporated my recommendation to extend the ByteDance divestment period from six months to a year. As I’ve said, extending the divestment period is necessary to ensure there is enough time for a new buyer to get a deal done. I support this updated legislation,” Cantwell said.

President Joe Biden has already said he intends to sign the bill should it become law.

While the bill seems likely to pass, a ban would still take nine months to a year before it is enacted. Even if a sale does not go through, you can expect lengthy litigation as ByteDance fights hard to retain the current crown jewel of social media.

What it means: Don’t panic. But do start planning.

It’s possible this will have no real impact on TikTok users in the long run; it’s possible TikTok could evaporate in the United States within 12 months.

In the meantime, start figuring out your plan B.

Read more: What a potential U.S. TikTok ban means for your social media strategy

“While I don’t think it’s time to panic… yet, as a social media strategist working with a brand, I’d suggest pivoting to a crosspost strategy for TikTok while focusing primarily on making engaging content for Reels and Shorts if bandwidth is limited,” said Nicole Phillip, social media strategist and content creator. “This keeps the content coming (and you’ll still strike a few wins) while putting greater emphasis on what will perform best for the more secure audiences and growing those platforms.”

Short-form video isn’t going anywhere, no matter what happens to TikTok. Plan to keep up that strategy, even if the platform changes. And be prepared for lots of twists and turns along the road before anything happens to TikTok.

Editor’s Top Reads:

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Allison Carter is editor-in-chief of PR Daily. Follow her on Twitter or LinkedIn.