TikTok’s Uncertain Future: How Marketers Can Prepare for a Potential Ban in 2025

As we kick off 2025, I spent a good part of my Holiday break contemplating the most interesting marketing landscape shifts that could hit us in 2025. In that process, I couldn’t help but think about the potential TikTok ban and wanted to share some thoughts about what marketers can do to prepare.  

With an estimated 170 million monthly users, and according to Mintel market research, at least 40% of adults using the app daily, a platform shift could be seismic. Gen Z alone spends an average of 22 days annually on the app, and its influence extends beyond entertainment—51% of users say its content drives impulse buys, with nearly 1 in 4 making purchases within minutes of seeing content.  

But the clock is ticking for TikTok in the U.S., with a nationwide ban potentially taking effect on January 19 unless ByteDance, TikTok’s Chinese parent company, sells the platform to a non-Chinese entity.  

The President-elect then has the right to extend it for 90 days, likely taking us to mid-April before we understand what’s actually going to happen. While recent comments from President-elect Donald Trump suggest there may be more life left in the company, as TikTok scrambles to secure its future, marketers cannot afford to wait and see.  

So, what can we do to prepare? Here are three strategies to future-proof your campaigns and investments:  

1. Diversify Your Influencer Strategies: Brands should rethink how they engage with influencers, prioritizing partnerships with creators who have diverse followings across platforms instead of those whose audiences are concentrated solely on TikTok. Influencers with an established presence on Instagram, YouTube, or even LinkedIn can mitigate the risk of audience fragmentation in the event of a TikTok ban. Moreover, contracts with TikTok influencers should include clauses that allow for cost adjustments or require additional content on alternative platforms if TikTok becomes unavailable. These proactive measures will protect your campaign ROI while ensuring continuity in reaching target audiences. 
2. Expand Content Distribution Channels: While YouTube Shorts and Instagram Reels are poised to absorb displaced TikTok users, marketers should explore additional platforms like Snapchat, which boasts a robust short-form video ecosystem. A full look at their 2024 trends can be found here. Also LinkedIn, which offers surprising opportunities for professional storytelling and engagement to any audience of “professionals.” A recent Harris Poll survey highlights that 64% of B2B marketers plan to advertise on TikTok and Instagram in 2025, underscoring the growing overlap between consumer and professional audiences. By diversifying distribution points now, brands can build a broader safety net and adapt more fluidly to changing consumer behaviors in the short-form video landscape. 
3. Stay Invested in TikTok for Its Global Reach, but be ready to pivot: Even amid the uncertainty, TikTok remains too influential to ignore. With 170 million U.S. users and its role as a platform driving global cultural and economic trends, it’s vital to maintain a presence. History shows that users, especially Gen Z, are likely to find backdoors (such as VPNs) to access the platform if it’s banned, preserving its appeal among savvy digital consumers. Additionally, TikTok’s global reach makes it a linchpin for campaigns targeting international markets, where its dominance remains uncontested. Staying active on TikTok ensures your brand remains connected. But when it comes to your US media investments, it’s wise to have a pivot plan in place.  

The potential ban on TikTok represents a pivotal moment for marketers, not just in adapting strategies but in rethinking how we navigate a dynamic and often unpredictable digital landscape. It’s the nature of social media to be prepared to adapt and adapt quickly. Curious to hear anyone else’s take. Join the conversation here or reach out below: