Quick summary of the potential TikTok US ban
- As the January 19, 2025 deadline approaches, the future of TikTok in the United States remains uncertain due to ongoing discussions about national security concerns related to its parent company, ByteDance. However, the House of Marketers team see this moment of uncertainty is also a pivotal opportunity for brands and marketers to innovate and connect with audiences in new ways.
- TikTok has become a digital hub for over 170 million American users, and the prospect of change could open doors for fresh strategies.
- On December 27, 2024, President-elect Donald Trump filed an amicus brief with the Supreme Court seeking a delay in the TikTok ban to facilitate negotiations, and marketers have a unique chance to prepare for any scenario—ensuring they remain agile and ready to adapt.
- TikTok argues that the ban violates First Amendment rights, but US national security concerns is a bigger priority for the US.
- For creators and brands alike, this is a prime moment to explore how to diversify their digital presence, test new audiences or platforms, and deepen connections with their communities. House of Marketers suggests viewing this period as a chance to reassess and refine your approach, so your brand continues to thrive regardless of the outcome.
Far from signalling an end, this transition represents a new chapter brimming with creative potential. Whether TikTok’s ownership shifts or a new platform emerges as the go-to destination, brands that embrace adaptability and forward-thinking strategies will find themselves well-positioned to succeed in the evolving digital landscape. Not only that, there’s also the potential to concentrate on other high value countries on TikTok.
The Benefits of the Uncertainty
Amidst the uncertainty, we believe there is a huge opportunity for brands! TikTok’s potential ban has sparked an unprecedented wave of creativity and resilience among creators and marketers. This moment provides a chance to rethink strategies, diversify platforms, and innovate in ways that could lead to even greater engagement and success across the digital landscape.
Also, as brands leave the platform, we expect this to open up the opportunity for brands, as there will be less competition on the platform. It’s a time where brands should seek to invest in heavier. The way the algorithm works, this will give brands an advantage, as TikTok favours brands that are spending more consistently. And if the ban is cancelled or suspended, you will leave your brand in a more promising position.
Nonetheless, it’s important to have a plan for each scenario. We will touch on this further later in the article.
About the National Security Concerns
This decision stems from the “Protecting Americans from Foreign Adversary Controlled Applications Act,” a bill aimed at addressing national security concerns over TikTok’s Chinese ownership.
Incoming President Donald Trump has expressed his intention to save TikTok, with his team filing an amicus brief urging the Supreme Court to extend the deadline for a final decision until after his inauguration. No extension has been granted so far, however we expect this ban to be reversed by Donald Trump eventually, if it does happen.
While the platform’s arguments centre on free speech and First Amendment rights, critics argue that its potential to share data with the Chinese government poses significant national security risks.
As Ryan Winter, a fashion creator, pointed out to GQ
“It feels like a power play. This isn’t really about TikTok—it’s about broader issues between the U.S. and China.”
TikTok US Ban – Timeline of Key Events
2020
- August 2020: Then-President Trump initiated efforts to force TikTok’s sell-off to a U.S.-based company, citing national security concerns.
- September 2020: Trump signed an executive order setting a 45-day deadline for ByteDance to divest from TikTok, which was later blocked by court rulings.
2021
- June 2021: The Biden administration revoked Trump’s executive orders targeting TikTok but launched a comprehensive review of foreign-controlled apps.
2024
- March 2024: The “Protecting Americans from Foreign Adversary Controlled Applications Act” passed, mandating a sell-off of TikTok’s U.S. operations.
- November 5, 2024: Donald Trump wins the presidential election, receiving what his team calls a “powerful electoral mandate.”
- December 27, 2024: Trump’s transition team files an amicus brief with the Supreme Court, requesting a delay in TikTok’s ban to allow him to negotiate an alternative deal.
President Trump is uniquely situated to vindicate these interests, because ‘the President and the Vice President of the United States are the only elected officials who represent all the voters in the Nation.’”
- December 28, 2024: Discussions around Trump’s amicus brief highlight his role as a significant TikTok user with 14.7 million followers. Critics note his evolving stance on the app, questioning the change of his 2020 sell-off push to his current defence of the platform.
2025
- January 10, 2025: The Supreme Court is scheduled to hear TikTok’s final appeal against the sell-off bill.
- January 19, 2025: Deadline for TikTok’s compliance with the sell-off mandate. If the app is not sold to a U.S.-based company, it will be removed from app stores and lose functionality.
Trump’s Intervention and the Legal Showdown
As the January 19 deadline approaches, the future of TikTok—a cultural phenomenon and marketing powerhouse—remains under discussion. At the center of the conversation is the possibility of its parent company, ByteDance, transferring ownership to a U.S.-based entity. This potential change could redefine TikTok’s operations for its 170 million American users while preserving its vibrant community and marketing impact.
Incoming President Donald Trump has stepped into the fray, filing an amicus brief on December 27th that urges the Supreme Court to extend the ban deadline. Trump’s argument emphasizes his “consummate dealmaking expertise” and his ability to negotiate a resolution that preserves TikTok’s presence in the U.S.
As per the brief:
“Through his historic victory on November 5, 2024, President Trump received a powerful electoral mandate from American voters to protect the free-speech rights of all Americans—including the 170 million Americans who use TikTok. President Trump is uniquely situated to vindicate these interests, because ‘the President and the Vice President of the United States are the only elected officials who represent all the voters in the Nation.”
Impact of the US TikTok Ban
For TikTok creators, the potential ban represents more than just the loss of a platform—it’s the disruption of a community and the end of a livelihood for many.
Take Serena Shahidi, known for her cultural commentary and humorous takes, who expressed skepticism about the ban’s likelihood.
“I kind of don’t think it’s going to happen. There have been so many false alarms, but I think this time is more serious.” she shared with GQ about the potential ban on TikTok.
Her sentiment reflects the cautious optimism of many creators, who have seen similar threats come and go for the last few years. While some creators are preparing for the worst, others hold onto the hope that a solution will emerge.
How Does the TikTok Ban Effect Creators and Businesses?
For many TikTok creators, the app’s impact goes beyond entertainment—it has fundamentally changed their lives.
In the past, Executives at Warner Bros. have highlighted TikTok’s role in the success of blockbuster hits, such as Barbie, the top-grossing movie of 2023 with $1.36 billion in global revenue. TikTok content related to Barbie garnered hundreds of millions of views.
“We did promotional work with [TikTok], but a tremendous amount is organic,” In a really exciting way, this whole ‘Barbenheimer’ phenomenon created a series of conversations and engagements.” says Josh Goldstine, Warner Bros. president of global marketing.
His perspective highlights the economical implications of a ban, which would disrupt individual creators as well as businesses that depend on TikTok for their livelihood.
While the focus remains on TikTok and its parent company ByteDance, some argue that the proposed legislation has far-reaching implications beyond the app itself. In a post on X, formerly known as Twitter, Elon Musk weighed in on the issue, stating:
“This bill is not just about TikTok. If it were targeted at the app and its Chinese parent company ByteDance, it would only cite ‘foreign control’ as the issue, but it does not.”
Musk’s observation highlights the complexities of the debate, suggesting that the bill may serve as a broader tool for regulating foreign-controlled applications, rather than solely addressing TikTok’s ownership. This sentiment echoes the concerns of critics who view the legislation as a potential overreach, raising questions about its implications for other platforms and global tech companies.
What’s Next for TikTok Creators?
If the ban were to happen, TikTok won’t just vanish overnight, but it would gradually lose functionality as updates cease, and it’s removed from app stores.
Creators like Serena Shahidi, view the potential migration to platforms like YouTube Shorts with humor.
“I think it would be funny if we all started making YouTube Shorts because it’s so absurd—just filling things with Orbeez and squishing slime,” she joked, illustrating the playful creativity that defines TikTok’s culture.
Opportunities for Brands
Even in uncertainty, there are silver linings for marketers and creators. Short-form video content isn’t going away—it’s a trend that TikTok pioneered but other platforms are ready to embrace. TikTok isn’t even going away – this is just a US ban.
However, here’s how brands can pivot effectively:
- Diversify Platform Strategies: Creators and brands should consider building a presence on platforms like Instagram Reels, YouTube Shorts, and emerging platforms like Lemon8. Short-form storytelling is now a cornerstone of digital engagement, regardless of the platform.
- Leverage Creator Loyalty: Many TikTok creators have cultivated loyal audiences who will follow them to other platforms. Brands should still partner with these creators who have global audiences.
- Emphasise Community Building: Platforms like Discord or Patreon can help creators and brands foster deeper connections with their audiences, creating exclusive, loyal communities. Marketers should look to form partnerships with creators who have established loyal followings, regardless of the platform they choose next.
- Stay Agile with Trends: Marketers must stay informed about platform updates, ad tools, and audience behaviours to optimise campaign performance across channels.
House of Marketers – Our Pro-Active Approach for Clients
At House of Marketers, we’re proactively addressing the challenges and opportunities of this changing landscape. Our dedicated team is monitoring market trends, tracking audience behaviour, and analysing campaign performance daily to help clients adapt seamlessly.
Here’s what we’re doing to be pro-active:
- Keeping our finger on the pulse of any updates regarding the US TikTok ban.
- Conducting cross-channel research to ensure client campaigns maintain their reach, engagement and KPIs.
- Putting together clear plans for the different potential scenarios (e.g. reallocating budgets)
- Assessing the next steps of our client competitors.
- Upskilling our internal teams to master the newest platforms, tools and trends.
- Proactively planning campaigns beyond TikTok to seize new opportunities.
The potential ban highlights the need for marketers to be agile and adaptive.
For now, all eyes are on the Supreme Court, where a decision is expected soon.
Stay Ahead of the curve with House of Marketers. For cutting-edge insights and updates on the TikTok saga and more.

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.