Let’s start by taking a deep breath.
Okay.
Now let’s talk about the recent TikTok ban.
Even if you aren’t a digital media nerd or social media influencer, you’ve undoubtedly heard about the TikTok ban.
More than 5 million businesses were present on the platform as of 2024, including approximately 225,000 recognizable brands. So, when the platform briefly went dark for about 14 hours starting on January 18, it sent shockwaves through the digital marketing world.
How Did We Get Here?
The ban comes on the heels of the presidential inauguration, just as the platform reached new heights in popularity among brands and individual users. Concerns among U.S. officials about TikTok’s data privacy practices and the potential for Chinese government influence have been growing since before 2024, with several states instituting bans.
Investigations and reports by various U.S. government agencies into TikTok’s data security and potential national security risks were published in late 2023, heightening scrutiny of the platform. The FBI even issued a formal briefing, calling for closer examination of TikTok’s parent company, ByteDance.
Timeline of Events
2024
- March: Confidential briefings to Congress by cybersecurity experts heighten concerns about TikTok. The House of Representatives approves legislation to force ByteDance to sell TikTok.
- April: The Senate passes a similar bill, collectively titled the “Protecting Americans from Foreign Controlled Applications” law. President Biden signs the legislation into law.
- December: TikTok and content creators file a lawsuit challenging the law.
2025
- January 10-17: The Supreme Court hears arguments and issues a unanimous decision upholding the law.
- January 19: Original deadline for TikTok to be sold or face a ban. TikTok voluntarily shuts down service in the U.S.
- February 3: Trump signs executive order calling for the creation of a Sovereign Wealth Fund, saying it could potentially buy TikTok.
- February 7: Trump appoints VP JD Vance to negotiate TikTok sale.
Why Does It Matter?
The TikTok ban has obvious consequences for marketers who leveraged the platform. In a September 2024 study, about 66% of U.S. marketers working with influencers reported that the potential TikTok ban had not caused them to pause or stop their campaigns on the platform.
This continued confidence highlights TikTok’s irreplaceable value for many brands. Metrics like reach and engagement rate, central to influencer marketing success, underscore why TikTok’s high engagement rates and overall value made it a key player in modern digital marketing.
TikTok’s meteoric rise was fueled by its ability to generate authentic, short-form content that resonated with users. Its algorithm – focused on hyper-personalized discovery – created an ecosystem where brands and influencers thrived.
What’s Next?
Regardless of whether TikTok returns under new ownership or fades into digital history, the vibes are certainly off.
The uncertainty surrounding the platform has created ripple effects in the social media landscape. According to an Adweek report, ad performance dipped following the 14-hour shutdown, leaving brands and creators scrambling to adjust strategies in real-time.
In the meantime, competitors are circling. Likee and Triller have emerged as serious contenders, quickly climbing the ranks of most-downloaded video-sharing apps in the U.S. Instagram has doubled down on its push into the short-form video market, rolling out “Edits,” its CapCut rival.
While this moment feels chaotic, it’s nothing new for social media marketers. Platforms rise and fall. Audiences shift. Remember Vine? Or the mass exodus from X (formerly Twitter) as major brands abandoned ship? The market has proven time and again that it will fill any void with new platforms, giving brands and creators fresh opportunities to connect with audiences.
What Can Marketers Do?
- Remember the value of your owned audiences. While they may not reach new audiences in the same way as shared channels, owned media is more valuable than ever as platforms continue to change. Don’t build your house on rented land.
- Don’t put all your eggs in one social media basket. Continue to look for ways to maximize your content across channels, while still creating the type of content audiences expect to see on the networks you’re on. Remember quality over quantity when it comes to channels.
- Go where your audience is prevalent – which isn’t going to be on every platform – and that’s okay. Prioritize your efforts. Don’t be afraid to try something new – and if it doesn’t work, that’s also okay.
- Finally, be ready to evolve – this won’t be the first or last time we see a big shakeup in the world of social media. Remember to stay flexible, curb your expectations, keep listening to your audience – and try to find opportunities in the chaos.
Lexi Trimpe is a Director of Digital + AI at Franco. Connect with her on LinkedIn.
