At 10:30 p.m. Eastern Time on January 18, 2025, TikTok, one of the world’s most popular social media platforms, went dark for American users. This marked the enforcement of a nationwide ban, leaving 170 million users, including countless content creators and small businesses, without a platform to express themselves, market their products, or engage with audiences. The app was removed from the Apple App Store and Google Play, rendering new downloads and updates impossible.
The decision to ban TikTok stems from longstanding national security concerns over its parent company, ByteDance, based in China. Critics argue that the app could be used to collect data on American citizens and compromise national security. In 2019, the Department of Defense banned TikTok on government devices, and concerns escalated during the Trump administration, which initiated discussions of a ban in 2020. ByteDance resisted calls to divest its U.S. operations, ultimately resulting in legislation under the Biden administration in 2024 to prohibit the platform outright.
The ban also extended to CapCut, a popular video-editing app owned by ByteDance, which ceased services in the U.S. 30 minutes before TikTok’s shutdown.
But there was good news Sunday morning, TikTok announced it is working to restore service to U.S. users after the app went offline due to a federal law requiring its removal from digital stores. On Sunday, the company confirmed on X that tech firms, facing fines for noncompliance, agreed to assist. President-elect Donald Trump stated he plans to issue an executive order on Monday, after his inauguration, granting TikTok’s parent company, ByteDance, more time to secure an approved buyer and avoid a permanent U.S. ban.
Content creators have raised significant concerns about their livelihoods if TikTok were to be banned in the United States. Comedian Zach Sage Fox, who boasts 1 million followers on the platform, stated he would support a ban or a forced sale to a U.S. company. Fox argued that misinformation on TikTok has contributed to inciting violence, which he believes justifies the potential actions against the app. However, many content creators fear that a ban would strip them of their primary income source, affecting not only their income but also their ability to reach and influence large audiences.
In response to ongoing concerns over data privacy, TikTok has been working on Project Texas since 2020 to address U.S. government apprehensions about user data security. From 2019 to 2024, TikTok and its parent company, ByteDance, spent $27 million lobbying in the U.S. to safeguard the app’s operations. However, the company has made it clear that if all legal methods to prevent a ban fail, ByteDance would prefer to shut down TikTok rather than sell it, as the app’s core algorithm is subject to Chinese export control laws. In May 2024, TikTok and ByteDance filed a lawsuit to challenge the Protecting Americans from Foreign Adversary Controlled Applications Act.
While some advertisers increased their spending on TikTok in 2023, viewing it as an essential platform for brand investment, the ongoing uncertainty over the ban has caused mixed reactions within the marketing industry. Edward East, CEO of Billion Dollar Boy, noted that despite fears of a ban, many brands are still investing in TikTok. On the other hand, the trade association NetChoice, which had previously defended the platform, removed TikTok from its membership after facing pressure from U.S. lawmakers. Meanwhile, a group of TikTok creators filed a lawsuit in May 2024 against the U.S. government, seeking to overturn the Act that threatens the platform’s continued operation.
The Chinese government has also voiced concerns over the U.S. ban, with a spokesperson from the Ministry of Foreign Affairs accusing the U.S. of violating fair competition principles. China’s government has lobbied against the bill, and state media outlets have been instructed to increase positive coverage of ByteDance. Meanwhile, critics of the ban argue that it is hypocritical, pointing out that the U.S. also collects user data from foreign nationals through other surveillance programs. Additionally, some researchers contend that instead of focusing on a single platform, user privacy protections should apply universally across all social media. Critics, including lawmakers such as Rand Paul and Thomas Massie, have also described the potential ban as an attack on free speech.
Amid the uncertainty surrounding TikTok’s future, users began exploring alternatives in early 2025. On January 14, U.S. TikTok users began switching to Xiaohongshu (REDnote), a Chinese app similar to Instagram and TikTok. The hashtag “#tiktokrefugee” went viral, with users from both the U.S. and China expressing solidarity and frustration over the potential ban. REDnote quickly became the most downloaded free app in Apple’s App Store, gaining millions of new users by January 16. Moderators on REDnote worked to accommodate the influx of American users by translating content into English, illustrating the growing dissatisfaction with the ongoing political battle over TikTok.
The TikTok Store has significantly benefited small businesses by offering them a platform to reach new audiences and boost sales through engaging short-form videos. Small businesses can leverage TikTok’s highly interactive and algorithm-driven platform to promote their products directly to consumers, increasing their visibility and engagement. According to a report by AdWeek, 53% of users say they are more likely to discover products on TikTok than other social media platforms, providing small businesses with unparalleled access to potential customers. Moreover, TikTok’s integrated shopping features allow businesses to sell products directly on the app, streamlining the buying process and enhancing consumer convenience. This direct-to-consumer approach has empowered small businesses to compete with larger brands by offering a more personal and targeted marketing experience. Small businesses on TikTok have seen a substantial increase in both brand awareness and sales, further demonstrating the app’s effectiveness in supporting entrepreneurial growth.
For now, millions of creators and businesses face the challenge of adapting to life without TikTok, a platform that had become central to online culture and commerce in the United States.