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What the TikTok Ban Means for Brands & Creators (And What to Do About It)


Updated on March 31, 2025
7 minute read

Three words: diversify your channels. 💪

Published March 31, 2025
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The debate over TikTok’s future in the U.S. has been anything but quiet. 

A quick recap: The Supreme Court first heard arguments on January 10 about whether TikTok can remain available in the U.S. Then, on January 18, TikTok suddenly went dark—only to restore their services less than 24 hours later. President Trump quickly signed an executive order and extended the deadline for TikTok’s sale to April 5.  

Now, with the new deadline looming and 170 million American users hanging in the balance, the fate of TikTok remains uncertain.

Here's what you need to know about a potential TikTok ban, its implications, and how to prepare your social strategy.

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Is TikTok Getting Banned?

This is unclear. Some sources say that another TikTok blackout is unlikely, while President Trump said he would “probably” extend the April 5 deadline for TikTok to be banned or sold.

Why is the TikTok Ban Happening?

The potential ban stems from long-standing national security concerns about ByteDance's control of TikTok. U.S. officials worry about these main issues:

  • Data privacy: The government argues ByteDance could be compelled to share American user data with Chinese authorities.

  • Content manipulation: There are concerns that China could influence American public opinion by controlling what content TikTok's algorithm promotes.

  • Platform control: Officials argue that having a foreign adversary control one of America's largest social platforms poses fundamental security risks.

During the Supreme Court hearing, the federal government emphasized these "grave national security threats," while TikTok's lawyers countered that the ban would violate free speech rights and shut down a vital platform for expression.

What Will Happen If TikTok Is Banned?

Unless TikTok is sold to an approved buyer or President Trump extends the sale deadline, the ban will likely look similar to the January 18 outage:

  • New downloads: The app will be removed from the Apple App Store and Google Play Store

  • Updates: Existing users won't be able to receive app updates or security patches

  • Infrastructure: Web hosting and cloud services providers must stop supporting TikTok

  • Existing users: While the app may initially work on phones where it's already installed, it will likely become increasingly buggy without updates

  • Web access: The web version of TikTok will likely become inaccessible as hosting services comply with the ban

  • Content availability: Even for existing users, content may become unavailable if cloud services stop hosting TikTok's data (similar to what happened when India banned the app)

What Does the TikTok Ban Mean for Brands?

If you've invested in TikTok marketing, don't panic—but do start planning. Here's what brands and business owners should consider:

1. Diversify Your Content Strategy

The potential TikTok ban highlights a critical lesson: depending too heavily on any single social platform is risky. Smart brands are already:

2. Creator Partnerships May Shift

Many creators will pivot to other platforms, bringing their audiences with them. Brands should:

  • Review their influencer partnerships and identify which creators have a strong multi-platform presence

  • Support creators during the transition by being flexible with campaign requirements

  • Consider how to redistribute marketing budgets across different platforms

  • Start testing campaigns on alternative platforms now

3. Short-Form Video and Data Are Here to Stay

While TikTok started the modern short-form video trend, both the format and the need for data-driven decisions aren't going anywhere. Smart brands are:

  • Using analytics to track where their audiences are most active (and how that trend is changing over time) 

  • Measuring creator performance and ROI across all platforms

  • Developing strategies based on cross-platform engagement data

  • Testing content on Instagram Reels, YouTube Shorts, and Snapchat Spotlight

  • Making decisions based on actual performance metrics, not guesswork 

What Does the TikTok Ban Mean for Creators?

The potential ban could significantly impact content creators who've built their livelihoods on TikTok. 

According to Later's January 2025 survey results, 87% of creators were concerned about a potential ban, with 88% expecting a decrease in income, with mid-tier (50-500k followers) influencers feeling the most vulnerable.

And it's not just income at stake—creativity and community were also top of mind.

TikTok account @ninandkylie notes how "this platform has enabled us to fully explore our creative side" while @komes_12 told us "it [would] be heartbreaking to lose my audience."

Despite this, creators are ultimately hopeful and see this as a way to adapt to new changes.

Close to half of the creators we spoke to (44%) were already looking into new platforms, with Reels (87%) and Shorts (61%) leading the way as the next best alternatives.

Here's what creators need to know:

1. Platform Diversification is Key

Don't put all your eggs in one basket. Focus on:

  • Building presence across multiple platforms

  • Converting TikTok followers to other channels, especially Instagram Reels and YouTube

  • Finding new, platform-independent ways to reach your audience, like email lists or websites, which you can link out to from your link in bio 

At Later, we discovered that TikTok influencers see the best success in carrying their followers over to Instagram over any other platform. Take YouTube, for example—about half of the mid-tier (50-500k followers) and macro (500k+ followers) creators we surveyed have fewer than 10,000 followers on YouTube. TikTok and Instagram popularity doesn't necessarily mean success on YouTube (although it doesn’t mean it’s not worth experimenting). 

2. Content Adaptation Strategy

Your content strategy should be flexible enough to work across platforms:

  • Save and organize your TikTok content

  • Adapt your most successful formats for other platforms

  • Test different content styles on various platforms

3. Revenue Stream Protection

Think beyond platform-specific monetization:

For a deeper dive into creator strategies and support during this transition, check out the expert tips and educational resources available at Mavely University.

How to Prepare for the TikTok Ban to Minimize Impact

Whether TikTok gets banned or not, here's what you can do now:

Download Your Content

Don't risk losing valuable content. Download your TikTok videos and:

Communicate with Your Audience

Let your TikTok followers know where else they can find you:

  • Update your TikTok bio with your Later Link in Bio with links to other social profiles

  • Create content directing followers to other platforms

  • Build your email list while you can still reach your TikTok audience

Strengthen Your Multi-Platform Strategy

Now is the time to strengthen your presence across multiple channels:

  • Experiment with content on different platforms

  • Build genuine connections with your audience wherever they are

  • Focus on owned channels you control

  • Test new formats and features on other platforms

Looking Ahead

While the outcome remains uncertain, Later is working closely with brand partners and social platforms to help creators and brands succeed.

Remember: Your audience relationships matter more than any single platform. Focus on creating value and maintaining those connections, wherever they happen.

Stay tuned to Later's blog for updates on the TikTok situation and strategies for navigating the changing social media landscape.

Ready to strengthen your multi-platform strategy? Schedule content across all major social platforms with Later's social media management tools. And for creators looking for additional support and resources during this transition, visit Mavely University.

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