TikTok, with its 170 million American users, faces an uncertain future after its Supreme Court ban. Meanwhile, X partners with Visa to launch X Money, a comprehensive payment system rolling out across 41 U.S. states.

Musk’s “everything app” combines social media, e-commerce, and financial services. But is it worthwhile for businesses?

TikTok’s potential exit creates a void in short-form TikTok video marketing. But X’s evolution into a payment platform opens new possibilities for direct social commerce. So which platforms should you embrace and which should you avoid?

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The TikTok Dilemma

The Supreme Court upheld the Protecting Americans from Foreign Adversary Controlled Applications Act on January 17, 2025. President Trump’s executive order provides a 75-day reprieve, temporarily restoring service while ByteDance seeks a U.S. buyer.

The real question is whether or not marketers should continue utilizing the platform. Putting resources into it is anyone’s bet at the point.

Impact on Businesses and Marketing

Here is an overview of the ban’s implications for businesses:

• Over $11 billion in annual U.S. advertising investment needs redistribution
• Small businesses face the greatest impact, particularly those relying on the TikTok app’s free organic reach for customer acquisition
• Content creators and influencers must rapidly pivot their strategies and revenue streams

Platform Alternatives

Marketing experts recommend redistributing efforts across several established platforms.

Instagram Reels is currently the primary alternative, offering similar short-form video features within Meta’s established ecosystem. YouTube Shorts provides another viable option, benefiting from YouTube’s robust monetization programs and vast audience reach.

Madison and Wall projects the following redistribution of advertising spend:

• 30-40% to Google (primarily YouTube)
• 30-40% to Meta platforms
• 10-20% to Snapchat
• 10-20% to other platforms

Emerging platforms like RedNote have seen a surge in popularity, with former TikTok users dubbing themselves “TikTok refugees”. However, established platforms like Facebook and Instagram continue to dominate the social media landscape.

For businesses looking to keep their social media presence, experts recommend a diversified approach across multiple platforms. Using a single TikTok replacement is not a good marketing tactic.

This strategy helps mitigate risks and ensures continued audience engagement regardless of individual platform disruptions.

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X’s Evolution into an Everything App

The partnership between X and Visa is a milestone in Elon Musk’s vision for the “everything” platform. Through this collaboration, X will integrate Visa Direct to enable real-time payment capabilities across 41 U.S. states.

X Money Features

The X Money Account will offer several key capabilities:

• Secure and instant funding to X Wallets via Visa Direct
• Peer-to-peer payment functionality through connected debit cards
• Instant transfers to bank accounts
• Digital wallet functionality for storing funds

One of the first use cases will enable content creators to accept payments and store funds directly. The platform aims to launch these services in the first quarter of 2025. Additional financial partnerships will follow.

WeChat Comparison

While X’s ambitions mirror WeChat’s success, there are still several roadblocks ahead. WeChat serves as China’s dominant super-app with over 1 billion users, offering features such as:

• Third-party apps integration (over 10 million apps)
• Comprehensive mobile payment system
• Digital giving services
• Livestreaming capabilities
• Translation services

However, X faces unique hurdles in the Western market. WeChat grew in a less competitive environment. X must compete with established specialized apps for messaging, food delivery, ride-hailing, and payments.

The platform’s success depends on providing a seamless, integrated experience. X must convince users to consolidate their digital activities within a single app.

The Visa partnership is Musk’s second attempt at realizing his financial super-app vision. It follows his earlier venture with X.com in the 1990s, which eventually became part of PayPal.

This time, integrating social media, payments, and potential future services allows X to revolutionize how users can interact.

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Marketing Opportunities on X in 2025

The new X creates opportunities for businesses to convert social engagement directly into sales. With 540 million users worldwide and growing, X is the marketplace for brands looking to capitalize on social commerce.

Direct Sales Potential

Engagement metrics show potential for direct sales conversion:

• 80% of user sessions include watching videos
• Users are 39% more likely to purchase advertised products or services compared to non-X users
• Branded content has seen a 63% increase in likes and 14% increase in views

User Base and Engagement

The platform maintains strong user engagement metrics that benefit marketers:

• Users spend an average of 34 minutes daily on the platform
• User generated content drives significant engagement, with over 100 million daily active users for immersive video
• 75% of X users actively engage with brands on the platform

For businesses using X as a marketing tool, combining payments and user engagement offers a chance for direct sales.

The “everything app” means businesses can now complete the entire customer journey within a single interface. This approach could significantly reduce friction in the conversion process and potentially increase sales conversion rates.

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Future of Social Commerce

Social media platforms in 2025 offer content, shopping, and payments altogether. This convergence creates a more streamlined shopping experience, reducing the friction between discovery and purchase.

Marketing Strategies

Marketing strategies must change to capitalize on these integrations. Brands now focus on creating content that not only engages but also converts within the same platform.

The traditional marketing funnel is compressing, with users moving from awareness to purchase in fewer steps. Marketers need to develop content that drives immediate conversion through features like one-click buy buttons and shop tags.

Platform Diversification

Platform diversification remains steadfast despite the allure of all-in-one solutions. While X’s partnership is significant, successful brands maintain presence across multiple platforms to mitigate risks and reach diverse audiences.

The integration of payment systems across various social platforms creates a competitive landscape. Each platform offers unique advantages for different business models and target audiences.

The future of social commerce hinges on the successful marriage of content, community, and convenience. Platforms continue to blur the lines between social interaction and commerce. Businesses that adapt their strategies to leverage these systems will gain a significant competitive advantage.

The key to success is knowing each platform’s strengths. You must also be ready to change as social commerce grows.

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Recommendations for Businesses

Moving forward, here’s what businesses need to do to stay ahead and maximize conversions without overspending.

Short-Term Adaptations

Businesses must adapt to the changing social media landscape. Start by testing X’s payment integration features with small-scale campaigns to understand customer behavior and conversion patterns.

Establish a presence on multiple platforms to maintain audience reach, particularly if your business heavily relied on TikTok.

Create platform-specific content that takes advantage of each network’s unique features while maintaining consistent brand messaging.

Long-Term Strategy Considerations

Build your social commerce strategy around integrated payment solutions. Develop a content strategy that focuses on immediate conversion opportunities while maintaining brand engagement. Consider these elements:

• Create shoppable content that leverages X’s payment features
• Build a loyal community through engaging content
• Invest in video content, which drives higher engagement across all platforms
• Develop relationships with creators who can leverage the new payment systems

Risk Management

Implement a balanced approach to protect your business from platform-specific risks:

• Maintain direct communication channels with customers through email and SMS
• Keep your customer database independent of social platforms
• Diversify your social media presence across multiple platforms
• Set aside resources for rapid adaptation to platform changes
• Monitor platform policies and regulatory changes that might affect your business

Remember that while X’s payment integration offers exciting opportunities, success in social commerce requires a flexible, multi-platform approach. Test new features systematically, measure results carefully, and be prepared to adjust your strategy.

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