With the January 19, 2025, deadline for ByteDance to divest TikTok’s U.S. operations or face a ban, the platform’s future remains uncertain. A federal court recently upheld the ban, citing national security concerns over data privacy and foreign influence. Public support for a ban has dropped to 32%, yet legal and political pressure persists.

TikTok has become a cornerstone of the creator economy, driving $7.7 billion in U.S. revenue in 2024 and $100 million in sales during Black Friday. A ban could disrupt this ecosystem, forcing creators and brands to shift to alternatives like Instagram Reels or YouTube Shorts. Surveys show nearly 60% of TikTok users would migrate to Instagram Reels if TikTok disappears.

While President-elect Donald Trump has signaled he would “save” TikTok, the bipartisan support for the ban and the legal framework complicate such efforts. As TikTok appeals to the Supreme Court, businesses and creators must prepare for all outcomes.

To examine the implications, we’ve gathered insights from industry leaders and creators on TikTok’s future, its economic role, and the potential fallout from a ban.

Kevin Lenhart, Founder, The Shortcut Agency

I don’t think the TikTok ban will happen, especially considering the new administration’s active presence on the platform. TikTok likely played a significant role in helping them connect with younger voters and expand their reach, which was undoubtedly a strategic advantage during the campaign. Donald Trump’s media team is highly skilled, and they’ve proven to be experts in leveraging platforms like TikTok to communicate effectively and mobilize support.

While there could be discussions about regulations to address security or data concerns, an outright ban seems unlikely. TikTok’s ability to reach millions almost instantly makes it too valuable as a tool for public engagement and messaging, especially in today’s fast paced digital landscape.

Additionally, the massive ad spend and influencer marketing investments made by brands in the U.S. on TikTok further highlight the platform’s importance. Many companies now rely heavily on TikTok for its unmatched ability to engage younger demographics, with millions of dollars pouring into both advertising and partnerships with creators. An outright ban would disrupt this growing ecosystem and face significant resistance not only from users but also from businesses that view TikTok as a critical part of their marketing strategies.

During Black Friday 2024, TikTok Shop drove over $100 million in U.S. sales in a single day, showcasing the platform’s growing influence.

That said, if TikTok were to be banned in the U.S., another platform would undoubtedly rise to take its place. Platforms like YouTube Shorts, which are already growing rapidly, could see an even bigger surge in popularity. The demand for short-form video content is not going anywhere, and creators and audiences will naturally shift to the next viable option. Social media has proven time and again that it adapts quickly, and another platform would step in to fill the void.

Graham James, Founder, UpsideDown Talent

I’d say that there has been such a big shift towards Reels in the last year that it’s becoming less and less scary. About 80% of our brand partnerships were focused on TikTok this time last year and now I’d say it’s about a 50/50 split between TikToks and Reels. Giving our team some relief that there is a growing strong alternative to TikTok for brands now.

It is hard to imagine a complete ban happening but regardless of its legal fate in the US, I do think it is going to need to have a serious reimagining to secure its relevance in the future. Meta has successfully brought back the glory days to creators, allowing them to grow quickly and reach new audiences. TikTok has fumbled on this and it is becoming increasingly harder and harder for creators to reach new audiences on the app. Across our 60 exclusive talents, the majority have frustrations with TikTok and its algorithm.

We have been encouraging all of our creators to be consistent with Reels and build up their Instagram communities as much as possible in advance of all the possible changes that may come in 2025. Whether that be from a TikTok ban or simply Meta winning the short-form race..

Sam Royle, CEO & Co-Founder, SoSquared

TikTok has become deeply woven into the fabric of American society. It’s not just a platform for entertainment; it’s a critical lifeline for creators earning their livelihoods and businesses marketing their products. With global social media ad spending projected to hit $250 billion this year, TikTok plays a significant role as the second-largest platform, driving $23.1 billion in ad spend. Compare that to Meta, which dominates with $155 billion—banning TikTok could hand Meta an overwhelming 76% share of social media ad dollars.

But it’s not just about advertising. TikTok is reshaping e-commerce too. This year alone, its Shop feature raked in over $100 million in Black Friday sales, with projected gross merchandise value for 2024 soaring to $50 billion. For many small and domestic businesses in the U.S., TikTok is more than just a platform; it’s an engine of growth and opportunity. Pulling the plug on TikTok now would likely spark a massive outcry—not just from users, but from an ecosystem that depends on it to thrive.

Molly Tracy, Founder & CEO, VRAY 

I’ll remain optimistic and say that I do not expect an outright ban to take place within this new administration as we’ve seen Trump soften his previous stance on the ban as of late and there are members of his cabinet who are not in favor of the ban either. You’re looking at a President who historically advocates for competition over censorship, and notoriously makes sweeping decisions based on his own personal agenda – ousting TikTok would put Meta in a place to have a monopoly in the market, and we know that Trump isn’t exactly pro-Meta.

There is also the economic impact of a ban, with TikTok contributing to over $14.7billion in revenue for small businesses last year; as a President who centered his campaign around his plans for economic growth, it would be tough to imagine policies he would enact to counter that loss of revenue for businesses if the ban did take place.

Michael Arking, President, Social Motion 

I believe Trump will threaten to close TikTok down; however, in the long term, I think that a negotiation will ensue, and it will prevail with some restrictions.

Brian Klais, Founder & CEO, URLgenius 

I don’t believe TikTok will be banned. The animosity that was hyped during Trump’s presidency significantly cooled during the campaign trail, especially given how pivotal TikTok’s audience was in shaping the outcome of the presidential election. Beyond its cultural influence, TikTok is proving itself as a commerce powerhouse — this Black Friday alone, it drove over $100 million in U.S. sales and hosted more than 30,000 livestreams. The creator economy is estimated to clear $200 billion by 2026 – now is not the time to restrict commerce opportunities that fuel growth. The primary beneficiaries are small businesses, commerce creators, and independent entrepreneurs—the lifeblood of the platform. These are the people we work with every day, and they need support and opportunity, not roadblocks. Their success is TikTok’s success, and by extension, a win for the broader economy.

Kristen Standish, CEO, VizSense

The TikTok situation is more complicated than just a ban. With over 100 million U.S. users, TikTok has become central to business, culture, and the economy, which has created significant pressure against a ban. Many businesses and creators rely on it, and advocacy groups argue that banning the app could set a dangerous precedent for government control over social media.

Instead of a full ban, the most likely outcome is more regulation. TikTok has already taken steps to address U.S. security concerns, notably with its “Project Texas” initiative, which routes all U.S. user data through Oracle’s cloud infrastructure for U.S.-based storage. Future regulations could include stricter data storage requirements, third-party security audits, and transparency in TikTok’s algorithms. While geopolitical tensions and data privacy concerns remain, TikTok’s future will largely depend on its ability to meet U.S. security demands and broader U.S.-China relations, but I do not believe a full ban is likely.

Zachary Rozga, Founder & CEO, Thece

My initial response was based on the fact that I did not think that they would go through with the ban on Jan 19. So I really focused my answer on the Subject Line question around whether or not the next administration would “resurface the TikTok ban.” I thought that one of the upper courts would have stepped in and at least paused judgement until after the new administration was installed. It appears that this is not going to be the case. I cannot see the Supreme Court stepping in for an emergency session about banning an app that is primarily for entertainment purposes. This does not seem like an imminent national concern.

Frankly, based on what looks like a TikTok ban happening a day before the inauguration, I don’t know how to predict what is going to happen and in what timeframe. There are so many promises to so many special interests that have been made that who knows how much of a priority TikTok is compared to other issues.

Mike Donoghue, Co-founder & CEO, Subtext

The short answer is that it’s really difficult to say given the timing and the fluidity of position the Trump camp has taken, and the federal court’s recent denial of a delay combined with TikTok’s request to the Supreme Court to stop the ban adds more layers of complexity. Considering the ban / divestment scheduled to take place on January 19, the day before Trump takes office, the suggestion to “save TikTok” is becoming increasingly difficult to deliver on. This timing, juxtaposed with the fact that the ban was signed into law in 2024, has left people guessing

In my opinion, ByteDance will likely push for legal recourse through the Supreme Court while exploring other options to extend the deadline. How Trump reconciles his protectionist stance with the optics he wants as the savior of TikTok will be a tightrope act.

Ashray U., Head of Streamlabs

Enacting a full ban would be a very unpopular policy decision. Over the past five years, TikTok has emerged as one of the most significant social media apps for both everyday consumers and businesses. For many people, scrolling through TikTok is as much a part of their daily routine as going to work or school; there’s no denying its popularity and cultural impact, especially among younger demographics.

With an algorithm that can catapult users to virality overnight, TikTok has become a critical way for content creators and business owners to get their content in front of new eyes. But TikTok is far more than just a marketplace and entertainment destination. The platform’s short format roots and interactive engagement features provide a space for conversation and sharing ideas, making it an invaluable venue for social connection at a time when the country is still entrenched in a loneliness epidemic. It’s no surprise that political leaders, including the president-elect, have embraced the app as a voter engagement tool.

The new administration has indicated during its campaign that it does not support an outright ban on TikTok. If TikTok can successfully take this case to the Supreme Court and delay the ban until the new administration takes office, it is likely we won’t see a total ban of the platform. Instead, the government and ByteDance may reach an alternative solution to keep TikTok operational in the United States

Andy Cloyd, Co-founder & CEO, Superfiliate

With the new administration, I think it’s highly unlikely the TikTok ban moves forward despite previous efforts in the first Trump presidency.

With over 100M domestic users, TikTok is engrained in the culture of the United States and there is too much reputation risk to move forward with a ban that impacts so many people. Also, there are strong financial ties between TikTok’s ownership and the Trump Campaign.

However, as the administration signals a hardening stance on China, I think there is potential for divestiture conversations to reignite and it’s highly likely there will be increased scrutiny on data sharing and sovereignty topics to ensure there is an air gap between the American user base and the Bytedance parent company in China.

Shantel Evans, Founder & CEO, LuxyList

“Yes, TikTok will be banned, unless Trump’s newfound love for the app changes the game. But honestly? Let it happen. A ban would push creators to diversify and innovate across platforms, disrupting a stagnant industry. TikTok’s dominance has made the creator economy too reliant on one app. It’s time to see who can truly adapt and thrive. The strongest creators will rise, no matter the platform.”

Brandon Pearlman, Founder & CEO, SocialStudies, Inc. 

While no one knows what the future will hold, we are ready and prepared to shift dollars, creators and campaigns to other social platforms relevant to our clients target audiences and goals, such as Instagram, YouTube, Snap, and even Substack now.

Having launched Social Studies in the summer of 2015, this will be the fourth presidential administration we have navigated. If history is any indicator, the only assurance we can look forward to from the next administration is not being assured of much – the best advice I have is to stay focused, have backup plans, and stay agile.

Eric Schultz, Co-Founder, World’s Fair Communications

It’s more likely than not that the TikTok ban will in fact go through at some point in 2025, but after that Jan. 19th deadline due to court appeals. There are a lot of reasons for that, but I believe the three most important ones are:

1. The new administration wants to demonstrate toughness with China. Implementing the ban is the most public way to do that.

2. Influential members of the new administration will be privy to previously confidential details about TikTok. This info convinced a lot of lawmakers that the TikTok ban was necessary. It will likely be similarly convincing to senior White House staff and potentially the President-elect himself.

3. Many of President-elect Trump’s cabinet picks have previously shown support for the ban.

The main obstacle to the ban going into effect is the Supreme Court, which has previously ruled in favor of protecting free speech, and some legal experts consider this a First Amendment issue

Sarah Boyd, Co-CEO and CRO, The Digital Dept.

As it stands, a federal court upheld the TikTok ban and the ban will move forward on January 19th unless TikTok is sold, or further appeals delay the ban. President-elect Donald Trump has seemed to indicate a reversal of his 2020 position towards TikTok, when he first tried to implement a ban, and suggested that he would allow the app to continue, but he will be sworn into office 1 day after the ban is set to begin.

With all that, there’s still a lot that could happen between now and January 19th, and with over 150 million TikTok users in the US and thousands of content creators who earn a living on TikTok, we’re hopeful that a solution to keep TikTok active in the United States appears before then.

But with all the current uncertainty, it’s another strong reminder for content creators that it’s important to diversify your social media platforms so you aren’t solely reliant on one platform. Start creating content on Instagram, Lemon8, X, Threads, Youtube/Shorts etc to migrate some followers onto those platforms as well. We also encourage creators to invest in spaces that they can own, like a website, a podcast, or a newsletter.

Ameed Hasiba, Account Director, Hamster Garage

Brands can identify niche podcasts by analyzing audience interests and industry trends, while ensuring their ads resonate by collaborating with hosts to craft authentic, tailored messages that align with the podcast’s tone and listener values.

Marc Snyderman, Partner, OGC Solutions

The ruling out of the DC Circuit Court allows the law banning TikTok to go into effect Jan 19, 2025. Coincidentally, President Trump attempted to ban TikTok back in 2020 through an Executive Order which was struck down by the courts. Since 2020 has made a 180 on this stance and stated directly in his campaign multiple times that he would save TikTok from a ban and confirmed this statement again today (December 16, 2204) by saying he has a “warm place in his heart for TikTok”. I believe he will look to protect freedom of speech as a fundamental right and will immediately place an extension on the ban to allow the Supreme Court to review the law at the least and may even look to have the law repealed fully.

Elijah Khasabo, Co-Founder, VIDOVO

The TikTok ban is becoming more of a reality, with legislation still in motion. The federal appeals court recently upheld the law requiring ByteDance, TikTok’s parent company, to divest from the app by January 19, 2025, or face a ban in the U.S. This adds significant pressure, but TikTok has now appealed to the Supreme Court for an emergency injunction to delay the enforcement.

With Trump, though, there are a few wild cards. Part of me feels like TikTok won’t actually be banned – maybe it’s my own bias, but it’s hard to imagine it gone within the US. While someone like Trump could make noise about “saving” TikTok, he can’t undo legislation that’s already been signed into law without a significant push from Congress, and that seems unlikely given the bipartisan support for the bill. What he could do is ease up on enforcement or push hard on Congress to revoke the bill, but that’s a risky move for a company already under this level of scrutiny. Still, there’s this nagging feeling that TikTok might find a way to stick around.

I read a post the other day that made a great point – if TikTok is banned in some capacity, it may not be the same platform we know today. The potential shift to an “organic-only” platform, without ads, commerce, or reliable updates, would fundamentally change how brands, creators, and users interact with it.

The waiting game continues, but for now, it’s clear that TikTok’s future in the U.S. remains uncertain and very much tied to the upcoming transition of power and the courts.

Tinashe Chaponda, Founder & CEO, SOSANI Studios

Rather than asking, “Will the TikTok ban still happen?” the real question should be: How can

we be prepared? At Sosani Studios, we’re focused on educating our clients and preparing contingency plans for either outcome. Brands should be building plans that allow for smooth transitions between platforms, diversifying their influencer rosters, and developing strategies that account for shifting user behavior. Mitigating risk isn’t about predicting the future—it’s about being adaptable.

It’s important for brands and agencies to prepare beforehand, rather than reacting in real-time. By having built-in contingencies in place, brands can move quickly without losing momentum, whether it’s about reallocating marketing dollars or pivoting to a different platform entirely.

This means moving beyond a singular platform focus and being comfortable testing, learning, and adapting on multiple platforms. In the face of uncertainty, agility becomes a key competitive advantage. By investing in multiple platforms, building cross-channel strategies, and being agile in their decision-making, brands can mitigate risks and ensure that they’re able to pivot quickly, whether TikTok remains operational or not.

We also have to recognize that we are in a gatekeeper-less society today. The audience, not a central authority, is the ultimate determinant of where attention and communities go. As long as brands continue to create authentic and valuable content, they will find ways to reach their audience, regardless of which platforms dominate. Brands that understand this shift will never be afraid of TikTok operating or not—they will always find ways to engage with their community, wherever that community may be. The true power lies in the ability to adapt and follow the audience, not the platform.

Alex Akimov, Founder & CEO, Sound.me

Although there is a chance that TikTok might get banned, I don’t think the new administration will take that step—there is too much at stake. TikTok is the largest social media platform, with over 170 million users in the U.S. While I understand concerns about privacy, every social media platform needs to be scrutinized in this regard. We live in a technological world where privacy sharing is unavoidable. Ultimately, you either use a flip phone, or you accept that some of your information will be shared.

Carlos Gil, U.S. Market Brand Evangelist, GetResponse

TikTok is simply too big and influential to disappear from the U.S. market. With over 150 million U.S. users and a projected global advertising revenue of $18 billion by 2025, it’s a cultural and media powerhouse driving massive engagement. While TikTok’s petition to block a ban has been denied, its pivotal role in the 2024 Presidential election and its standing as a popular news source for younger generations make the idea of it being ‘canceled’ hard to imagine.

That said, IF TikTok were to go away, it’s only a matter of time before another major player steps in, the government loosens restrictions, or TikTok is sold to a U.S.-based company. Let’s be real—there’s too much money at stake, and our freedoms as Americans are too important, for it to disappear entirely.

The most likely outcome is a sale to a U.S.-based entity, addressing national security concerns while preserving TikTok’s cultural relevance. For creators and businesses, this is a wake-up call: don’t rely on any one platform. Diversify your audience and revenue streams through email lists and owned channels to stay platform-agnostic and future-proof your strategy in an ever-changing digital world.

Christian Liquigan, CEO, Stargazer

There’s many different scenarios that could take place within the coming month(s), but there’s still quite a bit of uncertainty of what the future holds for TikTok. I was working at TikTok in 2020 when former President Trump signed the Executive Order, but with the most recent Federal Appeals Court decision, this time around feels much different with how much overwhelming bi-partisan support there has been.

Given the abundance of variables that are in play, I don’t believe that TikTok will be banned, but I certainly wouldn’t be surprised if that were to be the case. This would be an unprecedented decision that would have ripple effects not just on TikTok (brand, creators, consumers, etc.) but affect our economy, raise geopolitical concerns, and so forth. During this year’s election cycle, both candidates (Harris and Trump) leveraged TikTok to connect with their audiences and would be ironic if the platform that contributed to the President- elect’s success would then be removed in his first year of his second term (potentially).

According to Emarketer, TikTok’s US revenue will reach $7.7B which is an increase of 25% from 2023 ($6.2B), and accounted for 2.5% of the US total digital ad spend in 2023 as well. For context, this would be the equivalent of a company such as Clorox or EA (Electronic Arts) being completely removed (a bit hyperbolic), which are both significant players in their respective categories (CPG and Gaming). TikTok has had extremely noteworthy and impactful effects on our culture such as, “TikTok Made Me Buy It” or numerous artists breaking into the Billboard Top 100, which goes to show that from a US culture perspective, it’s been ingrained to millions of people.

Jonathan Futa, Co-Founder, Group RFZ

The ban is currently set to take effect January 19th, the day before President Trump reassumes the presidency, but I think there’s a good chance that the ban will not actually be implemented on that date. The Supreme Court has decided to hear TikTok’s appeal as to why it shouldn’t be forced to sell or be banned in the U.S., which could result in the ban being stayed until the case runs its course. The president can also extend the deadline by 90 days, though that would require action by President Biden since the current deadline is still within his term.

Whether the Supreme Court will rule differently than the appeals court is another question. Regardless of the court case, the most likely path forward appears to be a negotiated deal between TikTok and the White House that results in either a united Republican Congress repealing the law or relying on a provision in the law that allows the executive to determine if the app is under “foreign adversary control.” Politically, this would surely be popular among the 170 million TikTok users, but there are headwinds within the Republican party and Washington in general.

Marketers and creators need to start treating the possibility of a TikTok ban more seriously. Politicking around the new administration is in full effect and ByteDance is not the only company lobbying. Meta, for one, just announced a $1 million donation to President Trump’s inaugural fund. Competitors are seemingly weighing the precedent of the federal government banning a social media app against their own opportunity to increase market share.

Jonathan Chanti, President, Viral Nation Talent.

With platforms evolving at rapid speed and content formats constantly shifting, the role of talent agents – notably with monetization strategies – in 2025 will require an increasing dynamic blend of content management, business development, and analytical skills. Success for talent will come from further prioritizing authentic brand partnerships, ensuring they are investing in diversifying media across multiple platforms, and putting a stronger focus on harnessing the power of affiliate and venture strategies. At Viral Nation, ensuring talent have long-term growth and relevance in this dynamic digital ecosystem is of high importance.