On Monday evening (Jan. 20), President Donald Trump signed an executive order suspending the enactment of the law banning TikTok in the U.S for 75 days, creating a new deadline for TikTok’s fate to be decided by April 5.
It will be a time to lend his “Administration an opportunity to determine the appropriate course of action with respect to TikTok.”
The executive order also specified that no action would be taken to “impose any penalties against any entity for any noncompliance” during the 75-day period. This includes the period starting from Jan. 19, when TikTok restored its services prior to the order, up to the signing date of the order.
Just hours before the official deadline, TikTok shut itself down in the U.S., disappearing from app stores late Saturday night (Jan. 18) into early Sunday (Jan. 20).
Users attempting to open the app were greeted with a message:
“We regret that a U.S. law banning TikTok will take effect on January 19 and force us to make our services temporarily unavailable.”
It also said it’s working to restore its services in the U.S.
On Truth Social, Trump announced plans to issue an executive order on inauguration day Monday, reassuring any companies or service providers of TikTok that they would not face consequences for keeping the app online until his order was in place.
Trump also told several media outlets, “The 90-day extension is something that will be most likely done, because it’s appropriate.”
In response, TikTok published a more positive message thanking Trump:
“We are fortunate that President Trump has indicated that he will work with us on a solution to reinstate TikTok once he takes office. Please stay tuned!”
Shortly after, TikTok restored its services, issuing yet another message:
TikTok welcoming its users back after going offline (RTE News)
“Thanks for your patience and support. As a result of President Trump’s efforts, TikTok is back in the U.S.!” the statement reads.
It also said users can continue to “create, share, and discover all the things you love on TikTok.”
Still, the situation remains fluid, with new developments likely in the coming days.
Everyday users, creators and marketers are still anxious for concrete answers, but we’ll all have to wait and see how this unfolds.
In the meantime, let’s look at the previous news surrounding the U.S. TikTok ban and explore what brands and creators should be doing right now to prepare for whatever comes next.
Key contents:
• All About the U.S. TikTok Ban
• When Was the TikTok Ban?
• How It All Started
• What Would Happen If the Ban Got Implemented?
• TikTok Users Swarming to RedNote
• What TikTok Alternatives Are There?
• What Marketers Need to Do Ahead of a Potential TikTok Ban
• What Marketers Should Do if TikTok Remains
All About the U.S. TikTok Ban
Know how we got here and the latest updates.
TikTok Signage (AP Photo/Richard Vogel)
How It All Started
Concerns about TikTok’s ties to China’s government sparked debates over data privacy and national security as far back as 2020.
Critics argued that ByteDance, TikTok’s parent company, could be forced to share U.S. user data with the Chinese government under its laws.
Although TikTok has consistently denied these claims, tensions escalated, with bipartisan calls for stricter oversight — or an outright ban.
The Law President Biden Signed
In December 2023, President Joe Biden signed the RESTRICT Act into law. This legislation gives the government the authority to restrict or ban foreign technology if it poses a risk to national security.
While the Act doesn’t single out TikTok, it’s widely understood that the app is its primary target.
TikTok challenged the ban in court, arguing it violates the free speech rights of users and the company. The case reached the Supreme Court, which heard arguments on Jan. 10.
The high court upholds the TikTok ban.
When Was the TikTok Ban?
The TikTok ban was set for Sunday (Jan. 19). The day after that marks President Biden’s departure from office and President-elect Trump’s inauguration. TikTok CEO Shou Zi Chew is expected to attend.
On Friday (Jan. 17), two days before the law came into force, the White House released a statement.
“Given the sheer fact of timing, this Administration recognizes that actions to implement the law simply must fall to the next Administration, which takes office on Monday, “
— Karine Jean-Pierre, White House Press Secretary
Previously, Trump expressed strong support for banning TikTok during his time in office. However, in a recent shift, the president hinted he might intervene to “save” TikTok.
As mentioned earlier, TikTok did go offline but later restored its services following President Trump’s intervention. After the 75-day extension, we should gain more clarity on the app’s future direction.
What Would Happen if the Ban Got Implemented?
If the ban took full effect, the implications would have varied depending on whether you already have TikTok installed:
• Access to Existing Users: Those with TikTok already installed could continue using the app without legal repercussions.
• No New Downloads: TikTok would be removed from app stores like Apple and Google, so there will be zero updates or new downloads.
Web-hosting providers are also mandated to sever ties with the ByteDance company or face steep fines of $5,000 per user who can still access the service, penalties that could easily climb into the billions.
Over time, TikTok’s usability would decline for existing users:
• Outdated Software: Without updates, the app would become slower, glitchier and overall less reliable.
• Security Risks: TikTok’s security infrastructure would weaken, leaving users vulnerable to cyberattacks.
Essentially, TikTok would become a shadow of its current self to some — a security risk and a technical headache.
A Dead End for TikTok
TikTok’s legal team didn’t mince words about the severity of the situation. Attorney Noel Francisco summed it up clearly:
“At least as I understand it, we go dark.
Essentially, the platform shuts down.”
— Noel Francisco, TikTok Attorney
What does this mean for everyday users and those who use TikTok for business?
Simply put, this means losing access to one of the most influential platforms for engaging with Gen Z and millennial audiences. But it’s just a change, not the end.
TikTok Users Swarming to RedNote
With uncertainty hanging over TikTok’s future in the U.S., both everyday users and content creators are seeking TikTok alternatives — and one platform, RedNote, is turning up to be a popular choice.
Dubbed “TikTok migrants” or “TikTok refugees,” these users are migrating to RedNote in droves.
Smartphone app icons for Xiaohongshu and TikTok (AP Photo/Andy Wong)
What Is RedNote?
RedNote, or Little Red Book (Xiaohongshu in Chinese), was founded in 2013. It’s a short-form video app that has recently gained significant traction in the U.S., especially with the looming TikTok ban.
The app surged to the top position on Apple’s U.S. App Store on Tuesday, (Jan. 14).
Much like TikTok, RedNote offers creators the ability to produce and share bite-sized videos, making it a natural fit for users looking to continue their creative endeavors or marketing campaigns.
RedNote is described in the Apple App Store as a platform “where over 300 million users every month share their life experiences.”
Could RedNote Face a Ban, Too?
However, the new and growing interest in RedNote hasn’t gone unnoticed, with U.S. lawmakers and experts raising concerns about its potential risks.
Adrianus Warmenhoven, a cybersecurity expert with NordVPN, shared his perspective with CBS News, warning that RedNote might present even greater security challenges than TikTok.
“RedNote was never meant for outside of the China market. All of the data sharing and all the servers to which the data is being shared is in China. It means they are exempt from all of these data protections and outside of the view of the American government.“
— Adrianus Warmenhoven, CyberSecurity Expert at NordVPN
Unlike TikTok, which at least stored U.S. user data on servers within the United States, RedNote operates without such safeguards.
According to Warmenhoven, this absence of local data storage eliminates “any modicum of moderation or limitations” over what data can be sent to China, in what quantity, and through which means.
Plus, a U.S. official informed the outlet, “This appears to be the kind of app that the statute would apply to and could face the same restrictions as TikTok if it’s not divested.”
So, while RedNote may seem like a lifeboat for TikTok users and even for those who use TikTok for business, it’s essential to weigh its benefits against its risks. The last thing a brand wants is to pivot to another platform that might face the same fate.
What TikTok Alternatives Are There?
Apart from RedNote, here are more apps similar to TikTok in terms of short-form video content and creator-focused platforms:
1. Instagram Reels is Meta’s answer to TikTok, Reels lets users create 15 to 90-second videos with music, special effects and text. It’s integrated into the Instagram app, making it easy to use if you already have a presence there.
2. YouTube Shorts is designed to let users create vertical videos of 60 seconds or less. With YouTube’s massive audience, this is a great option for creators and businesses to reach more viewers.
3. Snapchat Spotlight lets users create and share short-form videos in a similar way to TikTok. It’s focused on user-generated content and has tools to help make videos fun and engaging.
4. Triller is a video editing app and social network with features similar to TikTok. It allows users to create music videos, lip-sync and more, with an emphasis on editing tools and creative effects.
Each of these TikTok alternatives provides unique features and could be a great fit depending on your audience and goals, whether engagement, influencer marketing or account monetization.
What Marketers Need to Do Ahead of a Potential TikTok Ban
While TikTok remains operational and accessible in the U.S. for the time being, it’s still important for any TikTok marketing professional to start planning for the future of their social media presence.
While we wait for the final TikTok ban update, here are some to-dos to include in your brand strategy to minimize disruptions as much as you can and maintain engagement with your audience.
1. Let Followers Know Where Else To Find You
Be clear about where they can follow you should TikTok become inaccessible. You want to reassure your followers and provide them with alternative ways to stay connected, whether on Instagram, YouTube, or another platform.
For your brand strategy, post updates, send in-app messages, or even run TikTok for business ads to redirect them to other social media profiles.
2. Download Existing Content and Resources
While you’ll still have access to your content, it’s unclear how features will perform after the potential blackout. Worrying about losing valuable assets if TikTok does shut down is one concern you don’t want to add to your plate.
Download all your videos, images and important resources before the platform is affected. That way, you’ll have your content backed up and can repurpose it on other platforms as needed. This is a proactive content marketing strategy.
3. Talk with Your TikTok Influencer Contacts
If you’ve been engaged with influencer marketing, now is the time to get in touch with TikTok influencers. Make sure you have an updated list of all your contacts and discuss how the partnership will continue in case TikTok bids the U.S. farewell.
It’s important to let influencers know about your future plans, as well as any adjustments to current and scheduled TikTok marketing campaigns. They may have concerns, so you want to set clear expectations for both parties, yours included.
What Marketers Should Do if TikTok Remains
Now that we know TikTok will stay active in the U.S. (for now), it’s a good idea to take a strategic approach to your social media management and overall digital marketing plan.
Here are three key actions marketers should take to make the most of the situation and shield their content for the future:
1. Crosspost and Repurpose Your TikTok Videos
You want your followers to have easy access to the same content across different platforms like Instagram Reels, YouTube Shorts and Facebook.
Although you want to maintain consistency with a broader audience, crossposting and repurposing also gives you the chance to tweak your content for each platform’s unique audience and format. You keep things fresh while reinforcing your message with this content marketing strategy.
2. Diversify Your Social Presence
Many creators and brands focus heavily on TikTok because it’s where their audience is, and that makes sense. But if there’s one thing we can learn from the potential TikTok ban, it’s the importance of preparing for the unexpected.
So, you still want to explore TikTok alternatives. Start building your presence on other platforms like Instagram, YouTube and even newer apps. This way, if the worst happens and TikTok is no longer an option, you’re already set up to reach your audience elsewhere.
3. Carry On and Celebrate With Your TikTok Followers
If TikTok remains available, continue using TikTok for business as part of your social media advertising strategy. Post short-form videos, engage in influencer marketing, and stay active. But also take a moment to celebrate with your followers.
Thank them for their support, and let them know how much you value the community you’ve built. Consider running a special TikTok marketing promotion to connect with your audience further.
Get Expert Help With Digital Marketing and Social Media Advertising
TikTok or not, social media marketing will be needed for brands to connect with modern customers. The business world will not go backward. Consumers are adaptable, and so should your brand.
At Thrive, we’re here to help equip businesses with strategies that end with them having an attractive and visible online presence.
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