The marketing community reacts, as the clock runs out on TikTok (for now)

The Marketing World Responds as TikTok’s Time Drains (for the Moment)

This past weekend, the widely-used video platform TikTok experienced a blackout as new legislation prohibiting its usage in the U.S. took effect.

By Sunday afternoon (U.S. Eastern Time), the TikTok website was once again displaying short videos for users located in the U.S. However, the TikTok mobile application was no longer available on app stores like Google Play, which showed the notification below.

TikTok unavailable on Google Play.

The TikTok ban, which received overwhelming support from U.S. Congress last year, was upheld by the U.S. Supreme Court on Friday, paving the way for the app to be removed from download options.

Interestingly, the ban became effective on the final day of Biden’s administration. TikTok itself hinted at potential relief, suggesting that the approaching Trump administration, which assumes office on Monday, might assist in reviving the platform.

Donald Trump is contemplating an Executive Order that would postpone the enforcement of the ban for 90 days while negotiations for a U.S.-based acquisition of TikTok take place.

TikTok gets banned in the US.TikTok gets banned in the US.

MarTech sought feedback from the marketing community regarding this unprecedented event. Many marketers expressed optimism that TikTok may persist in some format under U.S. ownership, albeit acknowledging the significant ramifications the ban may have on influencer marketing and creator engagement.

Michele Nieberding, Director of Product Marketing for MetaRouter, commented on the evolution of social media platforms, referencing the decline of Vine and MySpace.

This situation presents a chance not just to diversify, but to innovate. It’s not merely about discovering the next TikTok; it’s about envisioning what’s possible beyond it. Are we on the brink of AI-driven personal content channels? Or decentralized creator cooperatives? Could mixed-reality social platforms rise to prominence?

Chris Brownlee, VP of Product at Yext, shared thoughts about how app ecosystems evolve.

If TikTok ceases to exist, Gen Z won’t halt their search; they’ll simply adapt and find alternatives. Apps like RedNote are seeing increased downloads, and many users are migrating to Instagram Reels, YouTube Shorts, Reddit, and review sites for information. Not to mention the surge in AI-driven search tools, including OpenAI’s SearchGPT and Google’s Gemini.

Mike Donoghue, CEO and co-founder of Alpha Group, pointed out that even if TikTok makes a comeback, it might not retain its original appeal.

Depending on how TikTok evolves (and it will), recapturing the unique virality of the original platform might prove challenging. Typically, one might think TikTok’s decline would benefit Meta, but the diminishing support for creators, ever-shifting algorithms, and ineffective moderation renders platforms like IG, FB, and WhatsApp less reliable for creator communities.

Griffin Haddrill, co-founder of LV8, Mirage, and VRTCL, believes that the TikTok creator and viewer community will likely disperse across various existing platforms.

I anticipate that ‘viral’ social marketing will segment into unique niches across sites such as Instagram, X, YouTube, and Snapchat. In the immediate term, trends will likely become platform-centric, either thriving or waning within their specific environments, leading to less cross-platform interaction. Essentially, users will communicate in different “languages,” akin to the differences seen between Android and Apple or PC and Mac users.

Ryan Jones, Marketing Manager at SEOTesting, expects TikTok to find its way back while creators pivot to alternative platforms in the meantime.

Marketers will revert to their usual routines: testing. They will explore new and emerging social media platforms while also returning to tried-and-true favorites, experimenting with what resonates on the latest channels they prioritize.

Claudia Ratterman, Director Analyst in the Gartner Marketing Practice, believes Meta will likely benefit from advertising revenue in the short term.

Instagram reportedly has higher engagement levels than Facebook, which suggests that most ad spending will shift there. However, YouTube could capture significant growth in both its Shorts feature and core platform, especially considering B2B advertisers’ preference for versatile short- and long-form content. Brands should avoid putting all their resources into Instagram; diversification remains crucial.

Stefan Lubinski, a growth consultant, coach, and producer, foresees a major chance for YouTube and Instagram to enhance their offerings.

For YouTube and Instagram, this could be a fantastic opportunity to elevate their profiles. They need to attract creators with enriched exposure (positive algorithm adjustments) and improved revenue sharing. Brands investing heavily in TikTok influencers will have to scramble to rebuild their influence networks on these alternative platforms. It’s like a game of musical chairs in marketing, with billions on the line.

Len Devanna, Vice President of Customer Experience at Cortico-X, highlighted the lesson that brands, creators, and agencies learn regarding dependence on a single platform.

If TikTok were to go offline completely, it would exemplify the dangers of putting too much reliance on one platform—similar to the rapid downturn experienced by Twitter. While creators, brands, and consumers will adapt, the sudden disruption will be felt significantly. For creators, it’s not just about losing an audience; it’s about losing the unique discoverability that TikTok provided. Even though Instagram Reels and YouTube Shorts may capture some of that audience, they do not replicate TikTok’s unparalleled level of engagement and virality.

Anthony Poliseno, CMO of Magnolia, is monitoring new platforms that could arise in TikTok’s stead.

I believe any gap left by TikTok will likely be filled by a novel competitor like RedNote, rather than a resurgence in marketing investment towards Facebook or X. For global consumer brands operating in Asia, South America, and Europe, TikTok will remain a vital channel; and as we’re witnessing, that engaging content will continue to filter onto platforms like Instagram and YouTube if it becomes viral or compelling enough.

Molly St. Louis, Co-Founder of Mosaic Group Media, mentioned that TikTok creators will take time to regain their audiences and revenue on other platforms.

Influencers will likely discover new platforms which will take time for them to regain prior engagement levels. The marketing community (particularly influencers) is nothing if not adaptable and innovative. We will find another avenue to explore when one door closes, possibly fostering intriguing innovations.

Jennie Smythe, founder & CEO of Girlilla Marketing, reiterated that many brands and creators are relying too much on platforms beyond their control.

This news serves as a reminder about the importance of creating a diversified digital footprint. Relying heavily on third-party platforms is risky, as they have come and gone throughout the years. It’s crucial to consistently back up digital assets and maintain your owned platforms intact (like websites, emails, text lists).

Nicole Perrin, EVP of Business Intelligence at Advertiser Perceptions, noted that numerous advertisers were concerned about a potential ban as the date approached.

In our December 2024 survey conducted for our Macroeconomic Effects & Perceptions report, 62% of advertiser respondents believed that a ban on TikTok in the U.S. in 2025 was at least somewhat likely, with 23% convinced it was very likely. Moreover, of those who were purchasing ads on TikTok as of December, 41% reported reducing their ad spending, while 21% paused all ad activities until there was further clarity on the ongoing legal proceedings.

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