*** UPDATE***
12:00pm EST, January 21 2025
The fate of TikTok in the U.S. hangs in the balance as a 75-day extension delays enforcement of the ban, giving ByteDance more time to secure a buyer. Despite this reprieve, legal hurdles and pushback from Congress loom large, especially as ByteDance has resisted selling TikTok’s U.S. assets, including its prized algorithm. While potential buyers, including groups led by Frank McCourt and Kevin O’Leary, have expressed interest, no deal has been finalized. Meanwhile, platforms like Instagram are seizing the opportunity to roll out TikTok-like features, intensifying competition.
Who they are each of these groups:
Frank McCourt as a potential TikTok buyer: Billionaire and former owner of the Los Angeles Dodgers, leading a group interested in acquiring TikTok’s U.S. assets to rebuild the app without its algorithm.
Kevin O’Leary another potential buyer: Entrepreneur and “Shark Tank” investor, aiming to acquire TikTok to capitalize on its popularity while ensuring compliance with U.S. regulations.
image from Inc. Magazine
Creator Impact if one of these potential buyers ponies up for TikTok:
McCourt: A rebuilt app without TikTok’s algorithm could diminish content discovery, limiting creators' reach and growth potential.
O’Leary: Retaining TikTok's core features under compliant ownership could preserve opportunities for creators to monetize and build audiences.
Brand Impact if McCourt or O'Leary were to end up part owners of TikTok:
McCourt: Brands may face a less effective platform for targeted advertising due to the absence of the algorithm.
O’Leary: Regulatory clarity and a stable TikTok could maintain its appeal as a powerful tool for brands to engage younger demographics.
As the legal and political drama unfolds, TikTok’s future remains highly uncertain.
*** UPDATE***
1:20pm EST, January 19 2025
The TikTok app becomes available, once again, to all US users.
Brief Update:
Here’s the updated two-minute summary for brands and creators based on TikTok’s reinstatement:
TikTok is Back: After briefly going offline in the U.S. due to a divest-or-ban law, TikTok has been reinstated following discussions between incoming President Trump and Chinese President Xi Jinping. Trump has proposed a solution involving a joint U.S.-owned venture, potentially giving the U.S. a 50% stake in TikTok's operations.
Opportunity for Brands and Creators:
Creators: TikTok’s return allows U.S.-based creators to resume posting and engaging with their audiences, regaining a vital source of income and influence.
Brands: Brands can resume campaigns, leveraging TikTok’s vast user base and engagement for influencer marketing, UGC, and product promotion.
Future Uncertainty:
While TikTok’s reinstatement is a win, its long-term status depends on negotiations for divestiture or other structural changes. If unresolved, app stores and hosting services like Apple and Google could still face penalties for supporting TikTok under current law.
Key Takeaway:
The situation is fluid. Brands and creators should prepare contingency plans for other platforms while monitoring TikTok’s potential reinstatement under Trump’s administration.
STATEMENT FROM TIKTOK: In agreement with our service providers, TikTok is in the process of restoring service. We thank President Trump for providing the necessary clarity and assurance to our service providers that they will face no penalties providing TikTok to over 170 million Americans and allowing over 7 million small businesses to thrive. It’s a strong stand for the First Amendment and against arbitrary censorship. We will work with President Trump on a long-term solution that keeps TikTok in the United States.
It happened! As of Saturday evening [January 18, 2025] TikTok is officially unavailable to users in the United States after the Supreme Court upholds ban.
At gen.video, we're closely following this development.
There doesn't seem to be an major movement, as of now, on TikTok's part to drive app users to petition in any formal way. The message is hopeful from TikTok that the U.S. government will find a resolution soon, specifically citing Donald Trump on their home screen when users open the TikTok app. Based on this NPR article, it appears like TikTok will be given a 90-day extension.
We understand the uncertainty it creates for brands and creators alike.
Here’s what you should be thinking about now and here's what you need to know about the TikTok ban.
What Does the TikTok Ban Mean for Brands?
If your brand relies heavily on TikTok for influencer partnerships or consumer engagement, don’t panic. Short-form video and community-driven content aren’t going anywhere. Here’s how to stay prepared:
1. Have a Multi-Channel Strategy
This situation underscores the importance of not relying too heavily on any single platform. Luckily, sharing vertical videos can be done on a few other platforms.
Repurposing TikTok content for Instagram Reels, YouTube Shorts, and Snapchat are all viable options.
Now's a good time to explore testing and posting across multiple channels. You can likely find your audience and new audiences there.
Make sure you have clear ways for your followers to find you on other channels. You might want to consider an email / newsletter list.
2. Leverage Short-Form Video Insights
Vertical, short form content is a format loved by your audiences because of the nature in which it's consumed. You've made it. Post it to other available channels and take a data driven approach:
Test content in other changes and see what engages most and optimize content for those spaces.
Smaller and more curated audiences may actually drive more outcomes. Use shoppable media solutions and affiliate marketing programs measurement to track the ROI across each social channel.
Use this data to inform decisions. Now might be a good time to test bringing some of this content to a retail channel partner like Amazon where shoppers are looking for social proof.
3. Flexible Creator Partnerships
If TikTok remains unavailable for an extended period, people will migrate to other platforms. Brands can:
Work with existing partners to come up with alternative posting schedules
Have some grace - this might not be the same for everyone and so take a personalized approach to maintaining health business relationships with creators. Remember this ban isn't something they could control!
Prioritize creators with a strong multi-platform presence for upcoming campaigns and have clear contingency language in contracts.
What Does the TikTok Ban Mean for Creators?
For creators, a prolonged TikTok ban presents a challenge—but also an opportunity to adapt.
1. Expand Your Reach
Diversify your audience by:
Building strong presences on Instagram Reels, YouTube Shorts, and other platforms.
Converting followers to email lists or other owned channels.
Experimenting with content formats that work across multiple platforms.
2. Adapt Your Content
Save and repurpose your TikTok content to fit other platforms. The content you’ve already created can thrive elsewhere with small adjustments.
3. Secure Revenue Streams
Broaden your income sources by:
Exploring performance based programs like Bounty by gen.video where you can post videos on Instagram Reels and earn. It does also work for TikTok, when / if things get sorted out.
If you are an expert in a field you could consider making and selling digital products.
Using data to guide partnerships that drive meaningful results.
How to Respond to the TikTok Ban
Here’s how to stay proactive:
When the TikTok app is available. Save your TikTok videos so you can leverage them for other platforms. Check out this website Save My TikToks .
If you already have your previous TikTok content, upload it to the partnrUP platform which is gen.video's AI powered creator asset management system. Free, unlimited storage to help you management organize, and identify specific content for your editorial needs.
Communicate and encourage your audience to connect with you elsewhere by sharing links to your other social profiles and promoting your email list as a direct way to stay in touch.
Use this as a time to safely experimenting with new content formats and types.
Breath. Go for a walk and enjoy nature.
Forward looking, should TikTok get back to business as usual
Be sure to work with a partner who is specialized in video partnerships, has access to the TikTok API and is in direct contact with the employees at TikTok. It will be critical to ensure you are taking the right steps to rebuilding your strategy and reactivating on the platform safely and successfully. You want to ensure the value of time and budgets is there.
The gen.video agency services team is specialized in running TikTok campaigns. We are here to help!