Overview
- TikTok’s U.S. ban lasted 20 hours before President-elect Trump intervened, partially restoring the app’s functionality for existing users while leaving its future uncertain.
- President-elect Trump urged companies to support TikTok, promising executive action to delay the law’s enforcement.
- TikTok is functional for current users but unavailable for new downloads.
- House of Marketers Insights on what this report means for creators and marketers.
On January 19, 2025 TikTok faced a dramatic ban in the U.S., which lasted all of 20 hours. Today, the app is functional again for most American users, following an intervention from President-elect Trump. However, the situation is far from resolved. While TikTok resumes limited operations, its future in the U.S. hangs in the balance.
President Trump’s Role in TikTok’s Revival
As the dust begins to settle, one thing is certain: President-elect Trump has inserted himself at the center of TikTok’s comeback story.
Positioning himself as the savior of the platform, Trump has taken decisive steps to keep TikTok running in the U.S. For its part, TikTok seems eager to play along. A pop-up notification now greets American users, thanking Trump for his efforts.
But behind the celebratory tone lies a more complex reality. TikTok’s return is neither full nor permanent.
Over the weekend, Trump made headlines by urging companies like Apple and Google to continue supporting TikTok. Even when the “Protecting Americans from Foreign Adversary Controlled Applications Act,” explicitly prohibits such actions.
Trump’s public plea was bold:
“I’m asking companies not to let TikTok stay dark! I will issue an executive order on Monday to extend the period of time before the law’s prohibitions take effect, so that we can make a deal to protect our national security.”
“I would like the United States to have a 50% ownership position in a joint venture. By doing this, we save TikTok, keep it in good hands, and allow it to stay up. Without U.S. approval, there is no TikTok. With our approval, it is worth hundreds of billions of dollars—maybe trillions,” Trump stated. (Source: truthsocial.com)
This statement reveals that Trump views the situation primarily as a financial opportunity. His proposed plan would involve TikTok ceding a significant portion of its U.S.-generated income to a Trump-approved American entity, effectively reshaping the platform’s local operations to serve U.S. economic interests.
Google and Apple’s Legal Concerns
However, not everyone shares Trump’s enthusiasm—or his willingness to take risks.
While Oracle, which hosts TikTok’s data, has complied with Trump’s request, Apple and Google are standing firm. Apple and Google companies cite concerns about violating the law, which imposes steep financial penalties for entities enabling banned foreign-controlled apps. With Trump’s assurances offering little in the way of legal protection, TikTok remains in a precarious position. It’s functional for existing users but unavailable for new downloads.
This partial revival highlights a deeper issue: the tension between Trump’s promises and the practicalities of enforcing the law.
TikTok’s Budding Partnership with Trump
As TikTok navigates this legal minefield, the Supreme Court’s recent decision has further complicated its prospects.
On Friday, the Court upheld the Senate-approved sell-off bill, which mandates that TikTok must either be sold to a U.S. company or face a complete ban by January 19th. This ruling has left TikTok with limited options and little time to act.
Initially, there were hopes that the Biden administration might delay enforcement, leaving the issue for Trump’s incoming team to address. With his inauguration just days away, Trump’s personal fondness for TikTok has added a layer of unpredictability to the situation.
Notably, TikTok CEO Shou Zi Chew is scheduled to attend Trump’s inauguration. This is a sign that discussions may still be ongoing behind the scenes.
To stay ahead of the curve we recommend marketers to stay on the look out for any updates.
House of Marketers Insights: Navigating a Shifting Landscape
At House of Marketers, we are committed to helping our clients navigate the ever-evolving marketing landscape with agility and foresight. By closely monitoring industry changes, audience behaviors, and campaign performance, we ensure our clients remain one step ahead in reaching their goals.
Here’s what we recommend for marketers:
- Stay on top of every update regarding the potential TikTok ban in the U.S.
- Conducts in-depth research to guarantee client campaigns continue to achieve key performance indicators (KPIs) across all platforms.
- Create detailed plans for all possible outcomes, including budget reallocations and contingency strategies.
- Start assessing the next moves of your competitors
- Look beyond TikTok by planning campaigns that capitalise on emerging opportunities across other platforms.
Looking Ahead
So, what’s next for TikTok?
The most likely scenario involves a temporary shutdown, followed by a potential return once the Trump administration has had time to renegotiate the terms of its operation in the U.S. For now, TikTok remains in limbo, leaving users, marketers, and creators in a state of uncertainty.
As Trump’s inauguration approaches, his role in shaping TikTok’s future will become increasingly clear. One thing, however, is certain: TikTok’s significance as a marketing tool and a cultural phenomenon ensures it will remain at the forefront of discussions about digital influence and global power dynamics.
Stay ahead with House of Marketers Trust us for actionable insights and expert strategies to navigate the TikTok saga and beyond.

House of Marketers (HOM) is a leading TikTok Marketing Agency. Our global agency was built by early TikTok Employees & TikTok Partners, which gives us the insider knowledge to help leading brands, like Redbull, Playtika, Badoo, and HelloFresh win on TikTok. Want us to convert more of Gen Z and Millennials with TikTok? Get in touch with our friendly team, here.