The weekend ahead of President Trump’s inauguration was a roller coaster for content marketers, influencers, and everyday Americans who use TikTok for education and entertainment.
When the Supreme Court upheld the TikTok ban, the Chinese-owned social media service went dark on Saturday, Jan. 18 — but, in fewer than 24 hours, the app was back online, with service being restored to its more than 170 million users.
The app’s X account, @TikTokPolicy, posted a statement addressing the restoration, crediting its reinstatement to President Trump, who, before he was inaugurated, indicated he’d sign an executive order to delay the TikTok ban, despite having originally signed an executive order targeting TikTok during his previous term. Later on Monday, he did in fact sign the extension, which is for 75 days.
What Do the TikTok Ban and Reinstatement Mean for Marketers?
TikTok has been a gold mine for both influencers and brands that figured out how to make the social media app’s algorithm and trends work to their advantage. When the app was slated to sunset, influencers were ready for major revenue losses, and marketers prepared to reallocate time and resources to other channels.
But what should marketers do now that TikTok has returned? Here are two things to keep in mind:
The Reinstatement Is Temporary (For Now)
Trump’s executive order giving TikTok 75 more days does not ensure the app will be available indefinitely. When the president posted on Truth Social, his own social media outlet, that he would “issue an executive order on Monday to extend the period of time before the law’s prohibitions take effect,” his wording was careful.
Even with the executive order, the TikTok ban that the Supreme Court upheld will still be on the books. Trump’s order simply pushes back the timeline for implementation.
That said, Trump’s post also promised that he’ll fight to “make a deal to protect our national security,” and proposes “a joint venture between the current owners and/or new owners whereby the U.S. gets a 50% ownership.”
After his inauguration on Monday, when signing his executive order in the Oval Office, Trump commented, “Essentially with TikTok I have the right to sell it or close it. We may have to get approval from China. I’m not sure; I’m sure they’ll approve.”
So what does this mean for marketers and influencers?
- You’ll still be able to advertise on TikTok, though TikTok President Shou Zi Chew noted upon the app’s return that live campaigns will have “certain limitations,” for now.
- Currently, there’s no guarantee that TikTok will stay available in the United States. Much will rest on the negotiations between the U.S. government and the app’s owner, ByteDance.
- If you don’t already have one, it’s time to develop a backup strategy for other channels, including advertising on TikTok alternatives that users are likely to flock to, such as Instagram, Snapchat, and YouTube.
Some marketers may hesitate to put any more money into TikTok campaigns right now, which could mean less competition for those who continue to advertise. But will the ad dollars be worth it? Advertisers need to consider that:
- Despite reinstatement to users, the app is currently not available for download in the App Store or on Google Play, so new users can’t join the platform (for now).
- The app is not guaranteed to stay active beyond the 75-day extension.
- When Elon Musk took over X (formerly Twitter) in 2022, the app suffered major losses in users. Emarketer estimates that X “has lost, will lose” 7 million users from 2022 to 2025. Similarly, some former TikTok users may see the app’s ban and reinstatement as political theater and thus hesitate to return — meaning there could be fewer eyeballs for ads even as the app returns.
Diversification Is Key
Even if TikTok is successful in remaining available in the United States, this situation should serve as a strong warning to influencers and marketers: Channel diversification has never been more important.
It’s never a good idea to go all-in on one channel; platform dependency can tank your marketing efforts in an instant. Successful content marketing requires not only various content types but also a synergy of various channels, including email, social media, paid advertisements, organic search, and more.
In the coming days, watch user trends. Are users flocking to new platforms in droves, and if so, where does the data say your specific customers are going? Meet your audiences where they are.
And remember this of any and all social media platforms: You’re merely “renting” space. You don’t own that channel, and you have no control over how that app’s algorithm works, how much it costs to advertise on the app, whether you’re allowed to advertise, or whether the app will remain at all.
Don’t forget to nurture and grow audiences on owned channels, including your website and newsletter. And consider other advertising avenues that form a more holistic advertising strategy, including native advertising, affiliate marketing, and pay-per-click.
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