Will TikTok Be Banned? Here’s What to Do

As policymakers in the United States debate the fate of TikTok, marketers are keeping a close eye on the potential ripple effects.

After all, TikTok is the fifth most used social platform globally and serves as a cultural hub, especially among Gen Z and younger millennials.

With its influence potentially in jeopardy, brands that currently rely on TikTok need to think carefully about how to adjust their strategies.

In this post, we'll break down why TikTok is at risk of being banned, explore what that means for marketers, and offer tips on how to stay ahead of the curve.

Why TikTok May Be Banned?

The recent push to ban TikTok in the US is due to national security, data privacy, and content governance concerns.

Lawmakers are particularly concerned that ByteDance, TikTok's Chinese parent company, could be compelled by the Chinese government to share personal user data or alter the platform's algorithm to spread propaganda.

When Will TikTok Be Banned?

The deadline for Bytedance to sell TikTok to a non-Chinese owner is January 19, 2025. However, the Supreme Court has agreed to hear arguments that may delay or revoke the ban.

Arguments before the Supreme Court are scheduled for January 10, 2025, giving TikTok a very brief window to present its case.

If the ban stands, it will go into effect on January 19, restricting app stores and web hosts from offering TikTok to US users.

However, the President does have the option to grant a one-time 90-day extension, should there be genuine progress toward selling TikTok's US operations to a non-Chinese owner before the deadline.

What Will Happen to Your TikTok Account After the Ban?

If the TikTok ban goes into effect as proposed, app stores would be required to remove TikTok, which would prevent new downloads and updates.

Users who have already downloaded the app might retain access, but without future updates and maintenance, the app's functionality will diminish over time.

The ban could also prevent U.S.-based hosting services from supporting TikTok's operations, which could lead to a block of the app's servers. So, even if the app remains installed on a user's phone, it may be unable to connect, load content, or allow users to log in.

Your existing account and any content you've already posted could still exist on TikTok's servers outside the US, but you may be unable to access it from within US borders (possibly if using a VPN). If the ban continues, inactive accounts and their content may be removed.

Over time, the effects of the ban would effectively render the service unusable for most American users, who would see their feeds stop refreshing, content and messages fail to send, and features cease to function.

The Impact a TikTok Ban Will Have On Marketing

Worldwide, TikTok has over 1.58 billion active users, with those in the US averaging 64 minutes of daily usage per user. Compare that to YouTube (second place) at 55 minutes per user and Facebook (third place) at 39.

Beyond its scale, TikTok's high engagement rates make it an important tool for reaching younger demographics. The average TikTok engagement rate is 2.63%. The second highest average among social channels is Instagram at 0.98% (a reduction of 64%).

Put simply, it's where the majority of users spend their time, where trends are born (e.g. Brat, Mindful/Demure, etc.), and where marketers have gone to stay relevant with younger audiences.

A ban would effectively cut marketers off from a community of over 170 million US users who spend over an hour per day on the platform.

Small businesses may be disproportionately impacted, as many rely on the platform for significant revenue. If TikTok is no longer a marketing or sales tool for them, it may result in job losses and business closures.

The absence of TikTok may prompt younger audiences to shift to platforms like Instagram Reels, YouTube Shorts, or Snapchat Spotlight and force brands to pivot quickly, redeploying advertising budgets and campaigns to these areas.

What Marketers Can Do

While the prospect of losing TikTok may seem daunting, it's crucial to understand that it doesn't have to disrupt your entire social strategy.

If you haven't started to already, begin diversifying your channels now by refocusing on similar short-video platforms like Instagram Reels, YouTube Shorts, and Snapchat Spotlight.

If you've leaned heavily on TikTok-exclusive influencers, explore influencers with multi-platform followings that can help maintain your brand's visibility, no matter which apps consumers embrace next.

At the same time, don't neglect owned media channels like email newsletters, SMS campaigns, and branded apps.

Encourage your TikTok audience to connect with your brand on your owned channels by offering exclusive content or promotions. These direct lines to your customers are less vulnerable to the ups and downs of social media platforms and can help you maintain a strong relationship with your audience.

If TikTok is banned, other platforms are likely to see an increase in the number of brands competing for attention. Make sure to monitor your channel analytics closely to determine where your TikTok audience may be transitioning and how your engagement with each platform changes over time.

Looking Ahead

TikTok has faced potential bans before, and it's hard to accurately predict how this one will end, but that doesn't mean you need to wait and see.

By planning ahead and taking action, you can ensure your brand is ready for whatever comes next.

Like always, marketers who remain flexible, innovative, and responsive are the ones who ultimately thrive. Stay alert, continue experimenting, and connect with your audience where they are.

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