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TikTok on the Clock – What Happens if the Ban Strikes?
Social
Jan 16
Will TikTok make it past January 19 in the U.S., or will the clock run out? That’s the billion-dollar question keeping 170 million American users glued to their screens (for now) and marketers bracing for impact. The Supreme Court is currently weighing whether a law that would ban TikTok—unless its China-based owner, ByteDance, sells its U.S. operations—is constitutional. If TikTok does face a ban, what will it mean for advertisers? What ripple effects can users and marketers expect? More importantly, where should advertisers redirect their budgets in a post-TikTok world? At Adtaxi, we’re breaking it down, with some thoughts (and a few strategies) to share.
TikTok’s Great American Tug-of-War
Why is the U.S. so set on banning TikTok or demanding a change in ownership? Here’s some background. Lawmakers are worried the app’s Chinese parent company, ByteDance, could pull some shady moves—like tweaking content to influence users or snooping on sensitive data. These concerns spurred Congress to pass a law banning TikTok unless it sells to an approved U.S. buyer. President Biden signed off on this in April, giving ByteDance until January 19 to comply. TikTok isn’t taking it lightly, calling bans by state governments and colleges nothing more than “political theater” and accusing lawmakers of attempting to muzzle free speech. But when TikTok tried to challenge the law in court, things didn’t go their way. On December 6, a trio of federal judges rejected the company’s claim that the ban stomps all over the First Amendment.
Is TikTok About To Join Team Elon?
China might be plotting a surprising twist in the TikTok saga—a potential sale of its U.S. operations to none other than billionaire Elon Musk, according to Bloomberg. If TikTok can’t shake off the looming threat of a U.S. ban, this unconventional option could be on the table. That said, Chinese officials aren’t ready to part ways just yet—their top choice is for the platform to remain under ByteDance’s ownership. But if push comes to shove, they’re brainstorming backup plans, with Musk as a potential buyer.
TikTok or Not, the Show Must Go On
For marketers, a potential TikTok ban is like losing a star player mid-game—it changes everything. With over a billion active users and unrivaled engagement, TikTok isn’t just another social media app; it’s the go-to stage for brands targeting the younger, tech-savvy crowd. If the curtain closes on this platform, advertisers will scramble to rethink their game plan. Sure, Instagram Reels and YouTube Shorts might pick up some of the slack, but they lack TikTok’s secret sauce—its addictive, algorithm-driven reach.
This looming shake-up is a blunt reminder of the top rules in marketing—stay agile, diversify your strategy, and always have a backup plan. Marketers will need to pivot fast to keep campaigns humming, finding fresh ways to tap into TikTok’s hyper-engaged demographic through other channels. It’s a big moment in digital marketing—a bit chaotic, but with the right playbook, manageable. After all, the only constant in this industry is change.
TikTok Timeout? Here’s What Could Happen
The proposed TikTok ban could put app store giants like Apple and Google in the government’s crosshairs. If they dare to distribute or update the app, they may face hefty civil penalties. But it doesn’t stop there—internet hosting companies would also be prohibited from helping TikTok stay afloat. Essentially, the app could slowly wither away, becoming glitchy and outdated as updates cease. Think of it as TikTok on a slow fade-out rather than an abrupt sign-off.
When asked about their approach to compliance, both Apple and Google have kept their lips sealed. Meanwhile, if you already have TikTok downloaded, you won’t be breaking any rules by continuing to use it. Savvy users might even find creative ways to sidestep app store restrictions and download it from alternative sources. Rest assured, the ban targets companies—not individuals scrolling.
According to TikTok officials, U.S. users could face disruption on January 19 when they try to open the app, possibly encountering a notification stating that TikTok is no longer available in the country—a situation similar to what occurred in India after the app’s ban in 2020.
Adtaxi’s Guide To Navigating a Possible TikTok Ban
What should marketers and brands do if a TikTok ban looms on the horizon? First, take a deep breath (no need to panic just yet). If you’re currently using both TikTok and Meta, the simplest strategy is to shift your TikTok budget to Meta or explore other platforms like search or programmatic advertising. For those fully committed to TikTok, consider reallocating spending to alternatives such as Meta or Snapchat—whatever best aligns with your brand.
However, before you start building out campaigns on new platforms, we suggest holding off on significant moves until after January 19th when more clarity should emerge. After all, there’s no need to reinvent the wheel by building entirely new campaigns if the ban never materializes. Sometimes, patience is the smartest strategy.
With Google shaking things up by phasing out third-party cookies and the potential TikTok ban looming, marketers are being served a strong reminder—complacency doesn’t belong in this constantly shifting digital landscape. Whether TikTok stays or goes in the U.S. is still up in the air, but don’t reach for the panic button just yet. Instead, focus on having a smart backup plan. If the ban becomes a reality, simply reallocate your budgets and start exploring alternative platforms to connect with your audience. For now, we’ll sit tight and see what January 19th has in store.
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