We will regularly update this post with the latest news on the TikTok situation as it unfolds.
Over the past eight months, TikTok’s future in the U.S. has been uncertain. In April 2024, President Biden signed legislation requiring TikTok’s parent company, ByteDance, to sell its ownership stake within nine months or face a ban. This decision stemmed from national security concerns regarding the app’s data collection practices.
The Timeline
January 20, 2024: President Trump issued an executive order implementing a 75-day pause on the TikTok ban. During this period, the ban would not be enforced and companies working with TikTok would not face any penalties.
Although TikTok is currently unavailable for new downloads from Apple and Google’s app stores, existing users can continue to access and use the app. Because of the delay, Apple and Google could choose to put TikTok back in their stores without facing any legal consequences until the 75-day period is over.
January 19, 2025: Around 1 PM EST, TikTok began restoring service to U.S. users, allowing them to regain access to the app.
January 18, 2025: Before 11 PM EST, TikTok shut down its services in the U.S. Users attempting to open the app were met with a message stating, “a law banning TikTok has been enacted,” making the app unavailable.
January 17, 2025: The Supreme Court has upheld legislation banning TikTok in the U.S., with the law set to take effect on Sunday, January 19, 2025.
It’s important to note that the ban’s official start date falls one day before President-elect Trump’s inauguration, and the Biden administration has indicated that it will not enforce the ban.
January 9, 2025: Just hours before the U.S. Supreme Court was set to hear arguments on whether the law that could ban TikTok is constitutional; the app announced that it would begin shutting down on January 19 if the ban was not delayed or overturned. This seemingly eliminates the option of finding a U.S. buyer before the deadline.
December 27, 2024: President-elect Donald Trump requested that the U.S. Supreme Court delay the potential TikTok ban until his administration can explore a “political resolution” to the issue. The ban is scheduled to take effect on January 19, 2025 — just one day before Trump’s inauguration on January 20th — unless TikTok secures a U.S. buyer.
December 18, 2024: The Supreme Court has agreed to review the law that could lead to a ban on TikTok. They’ve scheduled a hearing for January 10, 2025, just nine days before the law is set to go into effect.
December 16, 2024: The court denies TikTok’s request, prompting them to appeal to the Supreme Court. However, there’s no guarantee the Supreme Court will hear the case.
December 9, 2024: TikTok requests an emergency injunction to delay the ban while the Supreme Court considers its case.
December 6, 2024: A federal appeals court upholds the ban, setting a deadline of January 19, 2025, for ByteDance to divest ownership.
April 2024: A law is passed giving ByteDance nine months to sell TikTok’s U.S. operations. If not sold, TikTok will be removed from app stores and internet hosting services.
What Does This Mean for the Future of TikTok?
At this point in time, there are a few paths that the TikTok ban could take:
TikTok Finds a U.S. Buyer: While this option seems to be off the table due to the January 9 update, if TikTok secures a U.S. buyer before the deadline, it could avoid a ban. However, this may significantly affect the app’s content delivery algorithms and marketing effectiveness due to potential changes in user behavior and algorithm adjustments.
Legal Challenges Fail, No Buyer is Found: On January 19, 2025, TikTok will be banned in the U.S. Existing users (all 170 million of them) can still access the app on their devices, but new downloads will be blocked through app stores. Additionally, TikTok will be unable to offer updates, security patches, or bug fixes, eventually making the app unusable over time.
Our Suggestion for Marketers
We recognize the significant impact TikTok has had on social media and the positive results it has delivered for our clients. We recommend that brands continue to use TikTok to fully benefit from the platform while it’s still available.
However, it’s crucial to also prepare for any potential disruptions by diversifying your marketing strategies. Brands should expand their presence on alternative short-form video platforms like Instagram Reels, Facebook Reels, and YouTube Shorts. Understanding your audience’s preferences on these platforms, and how they differ from TikTok, is essential. This preparation will help you smoothly transition and maintain effective marketing, regardless of TikTok’s future.