On January 18th, TikTok preemptively took its servers offline to avoid an official ban set for January 19th, sparking outrage among millions of users. The Biden administration announced it would not prosecute TikTok under the ban, leaving the next steps to President Donald Trump.
President Trump signed an executive order granting TikTok a 75-day extension to comply with a law requiring its sale. While not overturning the ban, the order halts enforcement and provides time for further review. The Supreme Court had previously upheld the law due to concerns over ByteDance’s handling of US user data.
The impact extends beyond TikTok. ByteDance’s other apps, like CapCut and Lark, went dark, and the TikTok Shop Partner community shifted to platforms like WhatsApp to communicate. Agencies are brokering deals for creators to use alternatives such as Amazon’s Creator Connect and Instagram’s creator ecosystem.
The backend of TikTok Shop remained operational even while the app went dark, allowing sellers to finalize transactions and maintain business continuity. This contingency plan is reassuring and suggests TikTok would adopt similar protocols if faced with future shutdowns.
Should Trump’s order be upheld, TikTok’s operations may continue during the 75-day window. However, the platform could face permanent removal if the stipulations are unmet. Notably, Trump has suggested a joint venture involving US investors, with high-profile figures like Elon Musk, MrBeast (Jimmy Donaldson) expressing interest, though ByteDance has resisted selling. Speculation around alternative buyers remains ongoing.
What does this mean for your business? The uncertainty surrounding TikTok’s future underscores the need to plan ahead.
Prepare for TikTok’s Comeback
TikTok’s future may seem uncertain to some, but we believe it’s a platform that will ultimately survive – and thrive. TikTok has revolutionized the way social media and commerce intersect, creating a seamless shopping experience that’s both engaging and effective. It redefined how consumers discover and connect with products. For brands, it’s a relatively low-cost platform with the potential for significant returns. Whether you’re building your presence today or planning for tomorrow, TikTok is worth having in your strategy.
“While some brands may be hesitant to ride the roller coaster now,” said Gordon Christiansen, Partner at Highlands. “It’s a smart bet to start preparing for TikTok, if not immediately, then for the near future.”
Diversify Your Platforms
Manufacturers should also take advantage of this 75-day window to expand their presence on alternative platforms like Instagram Reels, YouTube Shorts, and emerging platforms that cater to short-form video content.
“Brands who rely heavily on TikTok must take immediate steps to establish a footprint elsewhere,” said Meghan O’Gara, Content Marketing Specialist at Highlands. “Whether that means repurposing existing content or experimenting with new formats, adaptability is key to long-term success.”
Leverage Urgency
In the days leading up to the initial ban, many TikTok Shops capitalized on heightened app usage by hosting closeout sales, driving traffic and conversions. Businesses should consider employing similar tactics throughout the next 75-day period to capitalize on the time-sensitive opportunity.
“This goes to show how quickly things can change in the digital world,” said Liz Bateman Grove, Director of Marketing at Highlands. “It’s a good reminder for brands to stay flexible and to constantly explore new ways to connect with their audience.”
Monitor Market Shifts
Rival platforms such as Instagram Reels, YouTube Shorts, and Twitch stand to gain from any reduction in TikTok’s market dominance. Marketers and advertisers should watch these platforms closely and adjust media spending to align with shifting user activity.
While TikTok’s future hangs in the balance, businesses should act now to mitigate risks and seize new opportunities. By planning ahead, diversifying platforms, and responding to changes proactively, you can maintain momentum regardless of the outcome.
For tailored advice or support with your social media strategy, reach out to Highlands today.
