The TikTok Ban Decision: What Every Marketer Needs to Know

The day of reckoning for one of America’s top social media platforms has come. As of Jan. 10, it appears the Supreme Court will issue an order to uphold the law that would ban the platform unless it is sold by the Chinese parent company DanceByte. Our media experts answer your most pressing questions below:  

Is TikTok banned?  

The video-sharing app could be shut down in less than two weeks, on Jan. 19. The situation is obviously developing, but it’s not looking good for “business as usual” for the app.  

What would a TikTok ban mean?  

Federal law would prohibit digital stores (i.e. Apple’s App Store and Google Play) from offering the app and bar internet hosting services from hosting TikTok. Users who already have the app will continue to have access to it but would no longer be able to receive updates. That could eventually cause the app to become outdated and potentially incompatible with newer devices or software updates. Additional features may also be blocked from external servers.   

Can the TikTok ban be reversed?  

There are possible ways President-elect Trump may try to reverse the ban such as pushing Congress to appeal the ban or refusing to enforce the ban. On Dec. 31, 2024, Trump filed a brief asking the high court to suspend the law’s critical Jan. 19 deadline until after he takes office.  

What does a TikTok ban mean for digital marketing? 

Marketers should be prepared to pivot quickly if the ban is enacted. If you use TikTok as a marketing tool and don’t already have a contingency plan, you need one. Here are our top tips:  

  • Ensure you have business accounts set up for other platforms such as Google, YouTube, Snapchat, and Pinterest and that billing is up to date. This ensures you can quickly launch paid ads.   
  • If possible, we recommend ensuring these platforms also have an organic presence. You can absolutely repurpose content used for paid. Having an organic profile helps if and when you do start promoting paid ads and ensures users have an up-to-date profile to click on and explore.   
  • Start testing alternative platforms so you have learnings should you need to pivot. In general, we recommend prioritizing scaling on Meta, YouTube, and Snapchat first.  However, your business, KPIs and vertical are unique to you, so consult with your paid media expert before shuffling the deck. 
  • Focus on short-form video content production. While TikTok pioneered the format, other platforms have since followed suit. Creating Reels on Meta for organic and paid is a solid bet: 79% of people surveyed have purchased a product or service after watching Reels.   
  • YouTube Shorts are a great option to expand your video presence and use TikTok creative. Shorts are continuing to grow in popularity and is fairly easy to launch if you already have search or other Google ads running (just be sure there are no TikTok watermarks on the videos)! In 2025, it’s estimated that 175 million users will be on Shorts in the US.   
  • Snapchat and Pinterest are also alternatives to test. While their reach isn’t as large, they do have significant users across age groups.  

“Advertisers would spend about half of their reallocated US TikTok ad dollars on Meta (Facebook, Instagram) and YouTube. The other half would primarily go to other digital channels, including social platforms like Snapchat, retail media, and connected TV (CTV). But some of those beneficiaries, like Amazon and Netflix, would also lose an important marketing and discovery vehicle.”

-EMARKETER, 2025 

What does this TikTok news mean for creators and small businesses?  

With over 170 million monthly TikTok users in the US, this TikTok update will heavily impact advertisers and creators.  According to the platform, 7 million small businesses use TikTok to reach their customers today. Many creators have already started shifting their focus to other platforms like Reels and YouTube. According to EMARKETER, Meta-owned Instagram Reels and YouTube Shorts are the most natural fits for displaced users, creators, and advertisers.  

 

“Creators strongly favor Instagram for audience growth. TikTok lowered the barrier to entry to becoming a creator, and its algorithm allows any user to go viral and build an audience. In April 2024, Instagram tweaked its algorithm to prioritize Reels from smaller accounts, likely in an effort to attract TikTok creators. Discoverability is a big challenge for creators on YouTube, particularly for long-form video.”

-EMARKETER, 2025 

How did we arrive at a TikTok ban? 

In April 2024, the House passed a bill that would ban TikTok in the US if its owner, ByteDance, didn’t sell the app within a year. The bill is one ofseveral effortsover the past year to ban the app because of concerns that ByteDance’s relationship with Beijing poses risks to national security.  

This kicked off a series of events, from lawsuits to appeals to the First Amendment, in which the company tried to keep the platform within the US. In early December 2024, ByteDance lost its initial legal effort. Despite this, the business appealed to the Supreme Court over the decision.  

The situation is continuing to evolve, and we will update this post as relevant TikTok news rolls in. If you have an opinion, feel free to call congress to register your position the ban. Stay tuned!  

 

 

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