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TikTok has become one of the biggest social media platforms in recent years. Brands can connect with audiences, create viral content, and drive sales. However, as data privacy and national security concerns grow, TikTok finds itself in the middle of a growing controversy. Led by United States lawmakers and government officials, several bills to ban or heavily restrict the app have been introduced and the debate is heating up. As it all unfolds, brands and digital marketers across the country are wondering what’s next if TikTok disappears. Let’s break down what’s happened so far and explore what businesses can do if TikTok eventually disappears from the digital landscape.

The Rise of TikTok

TikTok has rapidly grown into one of the most powerful social media platforms, with over 1 billion active users worldwide. The platform’s rise has been meteoric, with its short-form video format and user-friendly design making it an ideal space for viral trends and creative content. TikTok’s ability to curate content based on individual user interests has made it particularly appealing, capturing the attention of a wide range of audiences across different age groups and demographics. For many brands, especially small businesses, TikTok has given them a way to connect with new customers and get visibility in a way that was impossible before.

A Business Game-Changer

TikTok has been a key to the success of many small businesses, helping them gain exposure and drive sales. Thanks to the platform’s unique algorithm and viral nature, businesses have found new ways to market their products and services by showcasing them in creative videos. Many small business owners are seeing an increase in foot traffic and online orders after their products were featured in TikTok videos. Whether it’s a local boutique, a trendy coffee shop, or a niche service, TikTok’s massive reach has allowed businesses to grow their customer base and expand beyond their local market.

TikTok as a Source of Income

Charli D’Amelio and Dixe D'Amelio on the cover of Forbes Magazine for Top Creators and Addison Rae on the Red Carpet

TikTok has also become a real income generator for creators, turning users into full-time influencers, entrepreneurs, and celebrities. Through brand deals, sponsored content, live-stream donations, and more, many users have built a career on the platform. Charli D’Amelio, for example, became a global sensation by posting simple dance videos, and her viral success led to acting roles, sponsorships with major brands like EOS Cosmetics and Hollister, and even her own merchandise line. Charli was featured on Forbes and Fortune, making her one of the most successful TikTok stars.

Addison Rae, another TikTok icon, has followed a similar path. Initially famous for her dance and lip-sync videos, Addison now has many brand partnerships, a podcast, acting roles, and even red-carpet appearances at the Grammy Awards. TikTok has turned everyday users into stars and made it a powerful tool for creators to monetize their passion and grow their personal brands across multiple industries.

Launching Careers in Music and Entertainment

Beyond influencers, TikTok has become a must-have platform for emerging music artists. Songs that go viral on TikTok can go global in an instant and get massive streams and media attention. Music artists like Doja Cat and Olivia Rodrigo owe a lot of their success to TikTok, with songs like “Say So” and “drivers license” going viral on the app before charting globally. TikTok has changed the way the music industry promotes new music, as viral moments on the platform can catapult unknown artists into mainstream success.

The app’s ability to amplify trends and creativity has reshaped the entertainment landscape, giving both creators and businesses a new way to reach a global audience and grow fast.

Streamers Go Viral

TikTok has also helped boost the careers of online streamers. Many creators who started out on platforms like Twitch or YouTube have used TikTok to grow their audiences and reach new fans. Streamers like Faze JasonTheWeen and Kai Cenat are perfect examples of how TikTok’s algorithm can amplify the careers of those in the gaming and streaming space. These creators have gained a huge following not only through their live streaming but also by sharing highlights, funny moments, and behind-the-scenes content on TikTok, which often goes viral.

For streamers, TikTok is a way to reach new viewers who may not have known about their streams otherwise. By posting engaging and entertaining clips, these creators can drive traffic to their live streams, and grow their followers and engagement. They then can monetize their content further through sponsorships, merchandise, and direct support from their fans. 

Growing Concerns: Data Privacy and National Security

While TikTok’s growth and success are undeniable, its rapid rise has also raised big concerns, especially around data privacy and national security. As a platform owned by ByteDance Ltd., a Chinese technology company, TikTok has faced increasing scrutiny from governments, especially in the U.S., over fears that the app could be used to collect and misuse user data for the Chinese government. These concerns have become a major political issue with many lawmakers and intelligence agencies questioning if TikTok is a security threat.

TikTok’s Leadership and Response to Scrutiny

At the center of TikTok’s efforts to address these concerns is its CEO, Shou Zi Chew. Appointed as TikTok’s CEO in 2021, Chew has been actively engaged in addressing the security and privacy issues raised by governments, especially in the United States. Under his leadership, TikTok has made several attempts to be more transparent about its data practices. Chew has said that TikTok is an independent company, with a global user base and operations that are not controlled by the Chinese government. To calm fears, TikTok has implemented various safeguards, such as storing U.S. user data in local data centers and creating “TikTok Transparency Centers” where independent audits can be done on the platform.

However, despite these efforts, TikTok’s ownership by ByteDance—a Chinese tech giant—has continued to raise suspicion. Critics argue that Chinese laws could force ByteDance to share user data with the government, therefore, surveillance and data misuse is a concern. Chew has repeatedly denied these allegations, but the narrative remains a point of contention in the ongoing debate about TikTok’s safety and trust.

TikTok CEO Shou Zi Chew in court

Data Privacy Concerns

The main concern with TikTok is its data collection practices. Like most social media platforms, TikTok collects massive amounts of personal information, including user behavior, location data, and preferences. Critics argue that because ByteDance is based in China, the Chinese government can access this data through national security laws that require companies to hand over user information upon request. While TikTok has set up data centers in the U.S. and Europe to store data locally, the skepticism around the platform’s data practices remains.

National Security Threats

Besides privacy concerns, there are fears that TikTok can be used as a tool for foreign influence. The U.S. government has raised alarms that TikTok can be used to spread disinformation, manipulate public opinion, or even surveil American citizens. Some critics say TikTok’s algorithm which promotes content based on user preferences can be used to influence political opinions or divide society. These concerns have led to calls for stronger regulation of TikTok and, in some cases, a total ban of the app.

TikTok’s Legal and Political Battle

The debate around TikTok’s potential ban in the U.S. has become a long and ongoing legal and political drama, with various government agencies and lawmakers weighing in on security risks. Here is a timeline of the major events that led to this and the present day: 

July 2020 – Tensions Rising

As multiple governments banned TikTok on official devices due to security concerns, U.S. Secretary of State Mike Pompeo suggested a nationwide ban. President Trump agreed with this, citing the Chinese government could use TikTok for espionage, a position that was amplified by the rising political tensions due to the COVID-19 pandemic.

August 2020 – Executive Order

President Trump issued an executive order to ban TikTok in the U.S. His reason was the app’s data collection capabilities, saying it collects sensitive user information that can be shared with the Chinese Communist Party (CCP).

September 2020 – A Lawsuit

The District Court for the District of Columbia blocked part of Trump’s executive order, specifically the part that prohibits downloads of the app in the United States. The judge noted the president likely overstepped his authority by banning TikTok without sufficient evidence or due process, weakening the legal basis for the executive order.

October 2020 – Influencers Speak Out

The legal battle escalated when TikTok influencers challenged Trump’s ban, arguing it would hurt their income and creative freedom. A federal judge agreed with them, ruling that Trump exceeded his authority by using emergency powers based on unproven national security threats.

November 2020 – Another Setback

A second federal judge blocked Trump’s executive order, citing no concrete evidence of a security threat and no due process for TikTok and ByteDance. This delayed the ban and prevented Trump’s administration from taking immediate action.

July 2021 – Biden Administration Intervenes

The Biden administration reversed Trump’s ban on TikTok but acknowledged the concerns over the app’s ownership and foreign influence. While the order didn’t resolve the issue, it paved the way for ongoing investigations into TikTok’s national security risks.

December 2022 – New Bills Introduced

The U.S. Senate Intelligence Committee proposed a bill to block transactions by social media companies with over one million users, based in or influenced by foreign adversaries. The bill passed the committee unanimously, 50-0.

March 2024 – The House Takes Action

After confidential cybersecurity briefings on TikTok’s risks, the U.S. House passed a bill that requires ByteDance to sell TikTok to a U.S. company or face a ban. The bill passed overwhelmingly, 352-65.

March 2024 – Trump’s Take on TikTok

Former President Trump, now a candidate, opposed banning TikTok despite the security risks. He argued it would benefit Meta (formerly Facebook) and criticized its 2021 ban on him, suggesting he wouldn’t pursue a TikTok ban if re-elected.

April 2024 – The Senate Follows

The U.S. Senate passed a bill requiring TikTok to be sold to a U.S. company or shut down, with strong bipartisan support (79-18). President Biden signed it into law, giving ByteDance until January 19, 2025, to divest TikTok’s U.S. operations.

June + September 2024 – Trump Joins TikTok

In an unexpected move, Trump joined TikTok and gained millions of followers. By September 2024, his presence on the app became a major issue in the debate over the app’s future. Trump promises to “save” it if re-elected, citing his influence on the platform.

December 2024 – Appeals Court Rejects TikTok’s Request

A U.S. appeals court denied TikTok’s request to block the sell-off order, upholding the decision for ByteDance to divest TikTok to a U.S. company. This setback left the app in a tough position heading into 2025.

January 2025 – Supreme Court Rules

The U.S. Supreme Court upheld the decision for TikTok to be sold to a U.S. company. However, President Biden’s administration said they wouldn’t enforce the law by January 19, 2025, leaving the issue to the incoming administration. President-elect Trump suggested a 90-day extension but the details were unclear.

The Aftermath – TikTok Goes Dark

TikTok unavailable popup message on phone with 2 people looking confused.

After the Supreme Court’s ruling, TikTok informed its U.S. users that the app would go offline due to the law. The app went dark Saturday night, the 18th, and caused widespread panic—many users, distressed by the sudden loss of the app, even called 911 or cried in frustration. But when users opened TikTok the following Sunday morning, out of habit, they got a surprise: a notification that read, “As a result of President Trump’s effort, TikTok is back in the U.S.” The app was back and millions were relieved for a hot second.

However, despite this reprieve, TikTok is still unavailable for download from the Apple and Google app stores. Users who had deleted the app couldn’t reinstall it. During the 12-hour shutdown, many users voiced their dissatisfaction with Facebook and Instagram Reels being a letdown.

While some users in retaliation, migrated to RedNote, a Shanghai-based app owned by Xingyin Information Technology, which operates similarly to TikTok and Instagram. As the backlash grew, RedNote saw a surge in popularity among TikTok refugees looking for a comparable platform.

After the inauguration, President Trump signed an executive order delaying the sell-off bill giving TikTok a temporary break as his administration figures out a more balanced solution. For now, TikTok remains in a state of uncertainty, with both users and brands waiting to see what the future holds.

The Impact on Brands and Digital Marketing

For brands, the threat of a TikTok ban is a big problem. Over the past few years, TikTok has been an essential part of digital marketing strategies, especially for brands targeting younger demographics. The algorithm has been effective at surfacing content to the right audience, and brands have been able to tap into viral trends to increase visibility and sales.

But, the uncertainty surrounding TikTok’s future is forcing many marketers to think outside the box. If the app is banned, brands will lose one of the most innovative marketing channels of the decade. And while there are alternatives like Instagram Reels, YouTube Shorts, and Snapchat Spotlight, none of them match TikTok’s engagement and organic reach.

If TikTok Disappears: What Can Companies Do?

If TikTok is banned or restricted in key markets companies will need to pivot and reallocate their marketing resources. This sounds scary, but it’s not the end of creative social media marketing. Companies will still have many options and this could be an opportunity to try new platforms and strategies.

Here are a few steps brands can take:

1. Shift to Other Video Platforms

Instagram Reels and YouTube Shorts have already competed with TikTok, and many TikTok creators have made the switch. Brands should move their video content to these platforms and refine their strategy to engage with audiences there. TikTok’s viral culture won’t translate 1:1 but video marketing is still a big opportunity here.

Instagram Reels and YouTube Shorts logo

2. Strengthen Email Marketing and Content Creation

To diversify their digital marketing strategy, companies can turn to email marketing and long-form content. Email marketing allows companies to directly engage with their audience, while blogs, podcasts, and video content help establish brand authority. By creating valuable, shareable content, businesses can build deeper connections with customers and reduce dependence on any one social media platform.

Examples of email marketing drip series from CalOPS done by Brandastic

3. Focus on Influencer Marketing Across Multiple Channels

TikTok has been the hub of influencer marketing, but influencers will adapt to new platforms. Brands should look into partnering with influencers on Instagram, YouTube, and even Twitch. Collaborations with creators in these spaces can still drive high engagement and brand awareness, keeping businesses in front of their target audience.

4. Increase Paid Advertising 

If organic TikTok reach disappears, paid advertising on platforms like Instagram, Facebook, YouTube, and Google will become even more important. These platforms already have well-established advertising systems that allow for highly targeted campaigns. Investing in paid ads will help brands stay in front of their audience as they navigate the loss of organic reach on TikTok.

Paid ad from Preat, Brandastic's client

How Digital Marketing Agencies Can Help

For brands facing the uncertainty of a potential TikTok ban, digital marketing agencies can be an invaluable resource. With expertise in platform diversification, content creation, and influencer strategies, marketing agencies can help businesses navigate this challenge by:

1. Platform Diversification

Marketing agencies can quickly determine which platforms are best for each brand and help pivot marketing strategies accordingly. By creating tailored content for Instagram Reels, YouTube Shorts, and other new platforms, digital marketing agencies will ensure that brands remain visible and engaged with their audience.

2. Crisis Communication and Transition Strategies

In the event of a TikTok shutdown, a social media marketing agency can help brands communicate the changes to their customers. This could be reassuring them where to find content and keep the brand’s tone consistent across other platforms. Marketing agencies can also help mitigate the impact on sales by guiding businesses through the transition to new digital strategies.

3. Rebuilding Influencer Relationships

If TikTok influencers lose their main platform, marketing agencies can help brands find new in new influencers across other platforms and rebuild influencer strategies fast. By managing cross-channel partnerships, digital marketing agencies can maintain influencer-driven campaigns running on platforms like Instagram, Facebook, and YouTube.

4. Data-Driven Decision-Making

Digital marketing agencies use analytics to help brands optimize their marketing strategies. In a TikTok-less world, they can analyze which platforms and content types are driving the most engagement and adjust campaigns accordingly. Digital marketing agencies can also ensure that the brand content is aligned with audience interests, helping them maximize reach and ROI.

Digital marketing agency meeting

Conclusion

The TikTok ban debate is ongoing and there is no clear answer yet. For now, businesses must stay informed and agile. While TikTok’s future is uncertain, brands can adapt and thrive by diversifying their digital marketing strategies. By working with a digital marketing agency, businesses can be ready for whatever comes next and keep their marketing innovative, effective, and on-trend

If TikTok does go away, it won’t be the end of creativity in digital marketing—it will just open up new opportunities for brands to connect with their audiences.

At Brandastic, we specialize in helping businesses navigate shifts in the digital world. Contact us today to discuss how we can future-proof your marketing strategy and keep your brand ahead of the curve.