TikTok 104: Are We Really Facing a Ban?

The reality of a permanent TikTok ban in the U.S. is closer than ever. If you’ve been following our TikTok series—you know this has been a long time coming. Unfortunately, recent developments suggest the app’s fate is sealed.

Timeline of Recent Events

• Friday, January 10th

  • The Supreme Court heard oral arguments regarding the potential ban. 

• Friday, January 17th

  • The justices did not intervene, announcing that it would uphold the Protecting Americans from Foreign Adversary Controlled Applications Act, a new federal law that “prohibits distributing, maintaining, or providing internet hosting services for a foreign adversary controlled application.” Unless the Supreme Court issues a stay or ByteDance successfully sells TikTok before Sunday, January 19th, the app will be banned in the U.S.

• Sunday, January 19th

  • Despite the grim outlook, there was a glimmer of hope. TikTok CEO Shou Zi Chew planned to attend Trump’s inauguration on Monday, January 20th. This move could open the door for last-minute negotiations to save the app. Adding to the uncertainty, Trump recently reversed his stance on TikTok, going from strong support for a ban to calling the platform “a fantastic tool” and emphasizing the need to balance data security with free speech.

  • Around 10:30 pm EST, TikTok did in fact go dark, displaying this message when attempting to open the app: “A law banning TikTok has been enacted in the U.S. Unfortunately that means you can’t use TikTok for now. We are fortunate that President Trump has indicated that he will work with us on a solution to reinstate TikTok once he takes office. Please stay tuned!”

  • Trump states, “I will issue an executive order on Monday to extend the period of time before the law’s prohibitions take effect, so that we can make a deal to protect our national security. The order will also confirm that there will be no liability for any company that helped keep TikTok from going dark before my order.”

• Monday, January 20th

  • The “Ban” lasted for about 14 hours. Around 12:30 pm EST, services started returning to the US. The app is still unavailable to download in app stores, but if you have not deleted it from your device, you are able to continue usage again. Donald Trump signed an executive order to “delay” the TikTok ban for 75 days.  

Amid the tension, TikTok users found humor in the situation, referring to the week leading up to the decision as the “Season Finale of TikTok.” It’s a fitting description for what could be the final chapter of the app’s U.S. presence.

What to Expect if This Ban Goes Through

Now that you’re caught up on the drama, you’re probably wondering, “What happens if TikTok actually does get banned?” A valid question! Even with a short-lived scare that actively banned the app for a few hours, we still can’t be 100% certain of the fate of TikTok after these 75 days. While we can’t give you exact answers, here’s what we know so far about what would happen if TikTok were banned:

• Removal from App Stores: TikTok will be removed from Apple and Google’s app stores.

• Limited Access: The app won’t disappear from your phone immediately, but you won’t be able to access it via a web browser.

• No Updates or Maintenance: The app will no longer receive updates or bug fixes, which will eventually lead to crashes, as any app would without this.

• Black Screen Message: When attempting to open the app, users will see a black screen with a message explaining the ban and directing them to further information.

Where to Go Now

It’s no surprise that the majority of TikTok users are Gen Z. If you’ve built a presence on TikTok and cultivated an audience for your brand, this potential ban should have your full attention. 

Let’s explore some alternative strategies to help you adapt.

Download Your Content

Content that you and your team have spent valuable time curating could be lost. In that case, there is a way to download your content before it’s too late. You can directly download a specific video on the app itself by pressing share then save video.

Keep Your Audience, Change Your Platform

The biggest challenge this ban poses for brands like yours is the risk of losing a significant portion of your audience. To navigate this, you’ll either need to find a new platform to re-engage your audience or adjust your current marketing strategy on an existing platform similar to TikTok, such as Instagram or YouTube.

Of course, other apps are already taking advantage of the looming ban by investing heavily in advertisements as potential alternatives. Here’s a list of some apps similar to TikTok that could serve as replacements:

• RedNote (Xiaohongshu): Known in English as RedNote, this Chinese social media app has been the most downloaded app in stores this past week. Existing users describe it as more of a video-centric Pinterest than a true TikTok replacement. Still, a significant number of TikTok users have already migrated to the platform, with some even attempting to learn Mandarin. Adding to the humor, TikTok users that have already made the switch have dubbed themselves “TikTok refugees” while posting on RedNote.

• Instagram Reels: One of the more popular choices, as it’s already well-established. Instagram has spent the last few years enhancing its Reels recommendation algorithm, which is likely to improve even further.

• YouTube Shorts: A versatile platform that embraces both short- and long-form content, offering flexibility for creators.

• Triller: While Triller has a smaller user base, this could change if the ban goes into effect. The app allows users to create and share short-form videos, much like TikTok.

It’s clear that not many people are thrilled about the potential TikTok ban, and that’s understandable. But there’s an important lesson here for digital marketers: Platforms may come and go, but the power of fostering a strong community and building meaningful bonds with your audience is timeless. Now is the moment to communicate with your audience and let them know that while TikTok might be going away, your content, your brand, and your connection with them are here to stay.

Strong brands and messaging can withstand the test of time, no matter what platform changes lie ahead. If you’re looking for guidance on how to transition to new platforms or adjust your current strategy, we’re here to help. This is what we do best. 

Stay tuned for upcoming blogs that will equip you with the tools to adapt to marketing without TikTok. And in the meantime, subscribe to our newsletter for timely updates on anything new that tries to sneak up on us in the social media realm!