TikTok went dark today for its 170 million users across the United States.
This comes after a Supreme Court ruling declared the app, owned by Chinese parent company ByteDance, is a national security risk due to its ties with the Chinese government.
For the app to be reinstated – a move supported by President Trump – TikTok would need to be acquired by an American company. However, with its current valuation exceeding $100 billion, a buyout is currently considered an unfeasible option for potential buyers.
The loss of TikTok is a game-changer for the US, impacting the economy, the way brands market, and how users consume content.
Data shows that 50% of TikTok users make purchases after watching content, with the platform contributing $24.2 billion to the U.S. economy in 2023 alone. The stakes are exceptionally high, as users spend an average of one hour per day on the app, opening it approximately 19 times daily.
TikTok has largely been responsible for the rise of numerous US influencers including the likes of Jake Shane, Addison Rae, Wishbone Kitchen, Alix Earle, Nara Smith and Girlbosstown, amongst many others – there are quite literally hundreds more!
Following TikTok’s removal, Instagram has already made updates to its platform in an effort to capitalise on the shift and attract users, creators, and brands. The grid format has transitioned from square to rectangular, mimicking TikTok’s visual aesthetic, and the maximum length for Reels has been extended to three minutes.
So, what can we expect moving forward?
Instagram is likely to experience a substantial surge in activity as both brands and creators prioritise the platform. Additionally, YouTube Shorts is expected to see growth as brands take advantage of its short-form content options.
If the ban remains in place for an extended period—although this may be unlikely given Trump’s public interest in restoring the app—alternative marketing channels such as out-of-home advertising, pop-ups, traditional print campaigns, and newsletter marketing are expected to gain renewed attention as brands seek to maintain customer engagement.
Ultimately, brands must stay proactive, agile, and diversified to navigate this period of uncertainty and succeed in adapting to the evolving landscape.
