Time was running out for one of the most popular apps in the United States. With a national ban looming, the fate of TikTok—a social media app that allows users to create, watch, and share short videos—dominated headlines in early 2025. ByteDance, the Chinese parent company of TikTok, faced a crucial choice as the Protecting Americans from Foreign Adversary Controlled Applications Act (PAFACA), a law unanimously upheld by the U.S. Supreme Court, threatened to shut down the app on January 19. ByteDance was required to sell TikTok’s U.S. operations before the deadline or face a nationwide ban.
On January 18, with ByteDance still in control, TikTok preemptively shut down in response to PAFACA. However, just 14 hours later, TikTok services were restored following assurances from President Donald Trump, who indicated that he would sign an executive order delaying the enforcement of the ban for 75 days. Just after taking office on January 20, the newly inaugurated President kept his promise, signing an executive order that extended ByteDance’s deadline into early April 2025. Since then, several potential buyers have emerged to acquire TikTok’s U.S. operations, but no final decisions have been announced.
Even with services temporarily reinstated and acquisition discussions in progress, TikTok’s future in the United States remains uncertain, leaving brands and marketers scrambling for answers. Thanks to its unique content creation and sharing abilities, user-friendly interface, powerful recommendation algorithm, and appeal to a younger, trend-focused demographic, TikTok quickly became one of the most valuable social media platforms for advertising. According to Guideline, a company specializing in AI-driven solutions for the media and advertising industry, TikTok’s share of U.S. social media ad spending grew from just 2% in 2020 to 20% in recent years. This rapid growth highlights how essential the app has become for advertisers looking to connect with Gen Z and Millennial consumers.
As another countdown begins, marketers are rethinking their strategies in case TikTok shuts down for good. While brands need to prepare for this possibility, there are several key measures they can take to minimize disruptions:
Diversifying social media platforms
If TikTok is removed from the market, many brands will need to shift their advertising efforts to other short-form social media platforms, such as Instagram Reels, Facebook Reels, and YouTube shorts. This transition allows brands to maintain visibility and reach consumers while continuing to cater to audiences who are easily engaged in short bursts.
For example, Zip, which offers buy-now pay-later services for businesses, preemptively stopped spending on TikTok, according to Jinal Shah, Zip Chief Marketing Officer and General Manager. Over the past few years, Zip has pushed to diversify its social media strategy after hearing whispers about TikTok’s potential fate in the United States. Already ahead of the game, Zip’s creative team is prepared to adapt their creator-led content—originally designed for TikTok—for Instagram and YouTube. Because of this proactive approach, Zip’s consumers will not experience a break in content, and engagement will continue despite TikTok’s uncertain future.
Expanding marketing channels
Marketers should not just shift efforts to other social media platforms—they should also expand their overall marketing channels to reduce reliance on any single platform. This looming shutdown has reinforced a key lesson: brands should never put all their eggs in one basket.
By expanding marketing channels, companies can reach wider audiences, tap into new markets, and diversify their advertising strategies. Brands can start small by launching company blogs or podcasts, selling products on third-party marketplaces like Amazon, implementing targeted email marketing campaigns, as well as participating in industry trade shows and events. Selecting the most suitable and effective marketing channels will help brands develop an integrated marketing strategy, leading to greater exposure and stronger customer awareness.
Communicating with consumers
While adapting strategy and diversifying plans are critical during this time of uncertainty, it is equally important to actively communicate with consumers to maintain engagement and trust. TikTok has helped brands build strong relationships with their audiences, and without clear communication, companies risk losing this direct engagement. By preparing messaging in advance and proactively guiding consumers to alternative platforms, marketers can ensure continued engagement.
Messaging should clearly communicate which channels or platforms content will migrate to, introduce new accounts and encourage users to follow them, and reassure the brand’s community that engagement will continue despite TikTok’s absence. Silence during a time like this can cause confusion and loss of trust. Keeping communication open, consistent, and strategic ensures brands remain visible and relevant, regardless of TikTok’s fate.
Successfully navigating the U.S. TikTok ban will require brands to stay proactive, strategic, and communicative. Here at Grafik, we’ve seen B2B and B2G clients dip their toes into the TikTok waters for employee recruitment and engagement, as well as partnering with content creators to reach a broader audience. By implementing the key measures outlined above, companies can maintain engagement and minimize disruptions to their marketing efforts regardless of TikTok’s status.
The clock may be ticking on TikTok, but if brands take the right steps, their time will be far from over.
