La capsula Informativa: The Vibes are Off: How Marketers Can Navigate the TikTok Ban

Let’s start by taking a deep breath.

Okay.

Now let’s talk about the recent TikTok ban.

Even if you aren’t a digital media nerd or social media influencer, you’ve undoubtedly heard about the TikTok ban.

More than 5 million businesses were present on the platform as of 2024, including approximately 225,000 recognizable brands. So, when the platform briefly went dark for about 14 hours starting on January 18, it sent shockwaves through the digital marketing world. 

The ban comes on the heels of the presidential inauguration, just as the platform reached new heights in popularity among brands and individual users. Concerns among U.S. officials about TikTok’s data privacy practices and the potential for Chinese government influence have been growing since before 2024, with several states instituting bans.

Investigations and reports by various U.S. government agencies into TikTok’s data security and potential national security risks were published in late 2023, heightening scrutiny of the platform. The FBI even issued a formal briefing, calling for closer examination of TikTok’s parent company, ByteDance. 

The TikTok ban has obvious consequences for marketers who leveraged the platform. In a September 2024 study, about 66% of U.S. marketers working with influencers reported that the potential TikTok ban had not caused them to pause or stop their campaigns on the platform.

This continued confidence highlights TikTok’s irreplaceable value for many brands. Metrics like reach and engagement rate, central to influencer marketing success, underscore why TikTok’s high engagement rates and overall value made it a key player in modern digital marketing.

TikTok’s meteoric rise was fueled by its ability to generate authentic, short-form content that resonated with users. Its algorithm – focused on hyper-personalized discovery – created an ecosystem where brands and influencers thrived.   

Regardless of whether TikTok returns under new ownership or fades into digital history, the vibes are certainly off.

The uncertainty surrounding the platform has created ripple effects in the social media landscape. According to an Adweek report, ad performance dipped following the 14-hour shutdown, leaving brands and creators scrambling to adjust strategies in real-time.

In the meantime, competitors are circling. Likee and Triller have emerged as serious contenders, quickly climbing the ranks of most-downloaded video-sharing apps in the U.S. Instagram has doubled down on its push into the short-form video market, rolling out “Edits,” its CapCut rival.

While this moment feels chaotic, it’s nothing new for social media marketers. Platforms rise and fall. Audiences shift. Remember Vine? Or the mass exodus from X (formerly Twitter) as major brands abandoned ship? The market has proven time and again that it will fill any void with new platforms, giving brands and creators fresh opportunities to connect with audiences.

Lexi Trimpe is a Director of Digital + AI at Franco. Connect with her on .