If it feels like TikTok has been around forever, it’s probably because, in internet years, it kind of has. The app first launched in 2017 when it merged with Musical.ly, and quickly grew from a niche platform for teens to a global trendsetting powerhouse. TikTok’s algorithm, which encourages endless scrolling, helped fuel its rise, especially during the COVID-19 pandemic when viral dance routines, cooking videos, and “challenges” became popular. Over time, its content has evolved to include an array of topics bringing together communities of users for almost every interest.
Today, TikTok’s success is due to pioneering the popularity of short-form videos, its user-friendly interface, and prioritizing user relevance over creator popularity with the main selling point of its well curated “For You Page” (or FYP) to give each user a unique experience.
From news media and public figures to creators and businesses of every size, 170 million Americans are active TikTok users. So, why would the app be at risk of being banned?
The proposed TikTok ban
Lawmakers and officials in the United States have been closely monitoring TikTok for years, citing concerns over national security. In 2024, Congress ruled that TikTok’s parent company, ByteDance, would have to sell its stake in the app or it would be cut off from the U.S. market, a move later upheld by the Supreme Court.
The law gave the company the deadline of January 19, 2025. With no sale, on January 18, just hours before midnight, the platform went dark. Approximately twelve hours later, the service was restored. After an executive order was issued giving TikTok a 90-day extension, the Attorney General was instructed to not enforce fines against App Stores and Oracle, TikTok’s data host in the United States. If the executive order prompting this stall holds, this puts the United States at mid-April for a new TikTok deadline.
At the time of publication TikTok was functioning, but was no longer available for download from the Apple and Google Play stores. Other ByteDance-owned apps were also missing from the stores, and some were not functioning at all. ByteDance-owned apps were later restored on February 14. Businesses — both large and small — along with influencers and creators who rely on the app for their income have raised concerns about how a potential ban might impact American users.
Where do we go from here?
Despite all the current uncertainty, TikTok remains a uniquely valuable platform for advertisers and businesses alike. For brands currently engaged in TikTok (paid or organic), we recommend taking a “business as usual” approach.
For those running paid advertisements on TikTok, this means keeping ads live while continuing to monitor the latest updates. For organic content strategies, many creators and businesses are promoting their accounts on other platforms to ensure their followers can continue to access their content. These alternative platforms often reach similar audiences and offer user experiences that closely mirror TikTok’s. The most valuable alternatives include…
- Instagram Reels – with over two billion monthly users, Instagram is one of the top TikTok competitors with its short-form video feature, Reels, having the same features TikTok fans know and love.
- YouTube Shorts – Shorts is YouTube’s answer to the popularity of short-form content. Rather than a separate app, Shorts is a built-in feature you can find on YouTube and is in the same video format as a TikTok video or Reel.
- Snapchat Spotlight – This is a separate tab on the messaging platform where creators can upload short posts.
Even outside of current uncertainty, we always recommend that advertisers and brands utilize an integrated approach across multiple relevant platforms. Now is a great time to ensure your presence across other platforms has a solid content strategy and focus to reach similar audiences.
Why is TikTok valuable for marketers?
With its engaging and curated algorithm TikTok offers a unique way to connect with audiences across all ages and demographics, making it a key platform for reaching their target market.
- Highly engaged user base – TikTok users are among the most engaged of any social media site. The average user opens the app eight times per day and spends 1.5 hours on it. They are constantly scrolling through their curated algorithm of creators’ content, discover new businesses, learn something new or just have fun.
- Collaborative influencer environment – A smart way to utilize TikTok is to leverage influencer communities which have established highly engaged followings and know how to use its tools, features, and trends to their advantage.
- Trusted brand promotions and modern consumer preferences – It’s no secret that products have skyrocketed in popularity thanks to the platform, and both business owners and influencers have mastered the art of using it for growth. The “TikTok made me buy it” line carries some serious weight.
- Highly-targeted ads – Marketers can run in-feed ads (this includes video, images, playable, spark and shopping), branded hashtag challenges, TopView ads, and carousel ads. These ads can have targeting for age, location, demographics, and for people who have viewed similar content to theirs.
- Search engine replacement – TikTok has also changed the search habits of the younger generations. For years, social media users have been using TikTok and other platforms to discover business and creators, shop, and learn. In fact, before going to search something on the internet, “nearly 1 in 10 Gen Zers are more likely to rely on TikTok than Google as a search engine and over 2 in 5 Americans use TikTok as a search engine”.
Making the most of your brand’s TikTok presence
As with all social media platforms, consistency is key when it comes to developing a posting schedule. This helps to establish your following and increase engagement. While videos can be up to 10 minutes, sometimes short and sweet is the key to success. Experiment with different lengths and topics to see which resonate. Experts recommend that 80% of your content provides value such as entertainment, inspiration, or education while the other 20% of your content promotes your brand. Focus on building personal connections by taking a casual approach, participating in relevant trends and interacting with comments and videos that mention your brand.
TikTok also offers paid opportunities to expand your brand’s reach with targeted audiences. Ads seamlessly integrate with the app’s short-form video format and can take different approaches such as branded hashtag challenges, sponsored effects, or, the most popular, in-feed videos.
Although the future of TikTok in the United States remains uncertain, its influence on marketers and how we approach social content is undeniable. Its impact will continue to shape the evolution of social media, and learnings from its rapid rise of popularity are invaluable to the modern brand.
This post was last updated on February 24, 2025.
Kyra is a Social Media Coordinator at RDW Group.