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By Rowena Cole

TikTok Ban Update: The Future of Short-Form Video in 2025

Last Updated 22 Jan 2025

The TikTok ban has been all over the news lately, it’s sparked so many conversations in offices, group chats, and among friends. In case you missed it, the US banned the social media platform TikTok on Sunday, January 19th. However, officials lifted the ban just a day later, on Monday, January 20th, after Donald Trump’s inauguration.

It’s no surprise this has got people talking! If you have US-based clients, they might understandably feel a bit uneasy about the platform’s future. Keep reading to learn more about the TikTok ban. Discover what TikTok marketing might look like in 2025. Find out how this could affect your TikTok marketing strategy.

Keep reading to find out more about the ban and what TikTok might look like in 2025.

Why did the TikTok Ban happen in the first place?

The TikTok ban stemmed from growing concerns over national security. Public officials and lawmakers have often worried about TikTok’s ownership by a Chinese company. They see the app as a possible security risk because of its parent company, ByteDance. There were fears that ByteDance could be compelled to share user data with the Chinese government or allow Chinese propaganda to influence users on the platform.

In April 2024, President Joe Biden signed a law requiring TikTok to separate its US operations from ByteDance or face a potential ban. The app was given a deadline of 19th January 2025, to divest its US business to an approved American buyer. If it failed to do so, TikTok risked being removed from Google and Apple app stores.

President Biden first chose to leave the issue to his successor, Donald Trump. Trump had suggested giving TikTok a 90-day extension after he took office. Trump described the extension as “appropriate” during a Saturday interview with NBC News, adding that it would allow more time for negotiations.

Donald Trump TikTok profile on a mobile screen

When did the ban and the reverse happen?

TikTok users in the United States faced the ban on Sunday 19th January, when the app went dark. A message greeted users stating:

“Sorry, TikTok isn’t available right now. A law banning TikTok has been enacted in the US. Unfortunately, that means you can’t use TikTok for now.”

However, this ban was short-lived. On Monday 20th January, during Donald Trump’s inauguration as president, he reversed the decision almost immediately – with one key request. Trump announced plans to issue an executive order granting TikTok’s parent company, ByteDance, additional time to find an approved U.S.-based buyer. This would offer a temporary reprieve for the platform, avoiding a permanent ban for now.

By Sunday evening, TikTok confirmed it was working to restore service to its U.S. users. In a statement on X (formerly Twitter), the company shared:

TikTok announced on X, “We are working with our service providers to restore service.” They added, “We thank President Trump for clarifying our service providers. They will not face penalties for providing TikTok to over 170 million Americans. This helps over 7 million small businesses to thrive.”

“This represents a firm stance in favour of the First Amendment and against random censorship. The company stated that they will collaborate with President Trump on a lasting solution to maintain TikTok’s presence in the United States.”

What does this mean for TikTok users in the US?

The future of TikTok in the US feels pretty up in the air right now, leaving users and businesses unsure of what’s next. For those who use the app for fun or rely on it for their income, it’s an understandably stressful time.

President Trump has said he wants to extend the deadline for TikTok’s parent company, ByteDance, to sell its US operations. The law makes it clear that any buyer “must not be controlled by a foreign adversary,” specifically China. While Trump can’t overturn a law that’s already passed Congress and been upheld by the Supreme Court, he’s looking for ways to work around it – like reassuring app stores and cloud service providers that they won’t face penalties for keeping TikTok running in the meantime.

This whole situation shows just how unpredictable the social media world can be. The fact that TikTok was banned one day and then back up the next thanks to a political decision highlights how unstable things are. It also shows how much big tech – and social media, in particular, has become part of political power plays.

At the end of the day, nobody knows exactly what’s going to happen. But one thing’s for sure: this situation demonstrates how deeply politics and technology intertwine now.

Can you use a VPN to Access TikTok?

Yes, but they require a bit of tech know-how, and it’s uncertain how effective or sustainable they’ll be. A VPN (virtual private network), masks your location by encrypting your internet traffic and routing it through secure servers around the world. This makes it appear as though you’re accessing the internet from a different location, bypassing certain restrictions.

VPN settings on an iphone screen

However, there are no guarantees that this will work in the long term. If many users try this, big companies like Apple and Google might see it as a legal risk. They could then establish stricter rules to block the app or these workarounds. It’s a complicated situation. VPNs can help you access TikTok for now, but they might not be a good long-term solution as things change.

Turning the TikTok Ban Into a Marketing Opportunity

The possible TikTok ban in the US may seem like a big challenge. However, it could also be a great chance to change your marketing strategy. While TikTok is still available for now, it’s a smart idea to have a backup plan, just in case.

Here are some things to think about when creating content:

  • Is your business active on other social platforms?
  • Are you encouraging your TikTok followers to connect with you on Instagram, YouTube, or Snapchat?
  • Could you repurpose your TikTok content for Instagram Reels, YouTube Shorts, or even launch a YouTube channel?
  • Are there other marketing avenues you’ve been meaning to try but haven’t had the chance to explore yet?

If TikTok is banned, user-generated content will remain popular. Platforms like Instagram, Snapchat, and YouTube will likely benefit. They already have similar features like Reels and Shorts. With overlapping audiences and big user bases, these platforms could be an easy transition for creators and businesses to keep reaching their followers.

Fresh Ideas to Strengthen Your Marketing

This might also be the perfect time to explore other ways to connect with your audience. Here are some ideas to get started:

  • Level Up Your Website: Is your site fast, user-friendly, and easy to navigate? If not, now’s the time to give it some TLC.
  • Experiment With Paid Ads: Platforms like Snapchat, Instagram, and Google Ads could help you reach new customers.
  • Work on SEO: Make sure your website ranks well in search engines so people can find you easily.
  • Get Creative With PR and Content: A new and creative content strategy can help you reach more people. It will also keep your audience interested.

Not sure where to start?

Taking steps to diversify your marketing now is a smart move to stay prepared for anything. Plus, it’s a great way to build a stronger, more adaptable presence across multiple platforms.

If you’re not sure where to begin, our experts at Assisted is here to help. Contact us today!