Navigating the US TikTok ban: What brands need to know

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Note: As more details of the US TikTok ban emerge, we will be making updates to this article in real-time to reflect the latest news. Last updated January 21, 2025.

A federal law banning TikTok in the US is set to go into effect. Current reports say that TikTok plans to completely shut down its application in the US after the ban goes into effect, impacting both individuals and businesses.

Brands based in the US—or who have a strong follower base in the US—will need to reevaluate and diversify their network strategy as the situation continues to evolve. The ban will require marketers to pivot quickly, adapt fast and make room for experimentation.

What is the US TikTok ban?
The US TikTok ban is a federal law that would prohibit US app stores and senegal mobile database internet hosting services from distributing or hosting the TikTok app. According to recent reports, the ban was upheld by the Supreme Court.

Because this is the first time the US government has banned a social network, much is still unknown about how the ban will be enforced and implemented for TikTok’s 170 million US users.

4 steps to take now
While this change may seem daunting, social marketers can successfully navigate it by doing what they do best: embracing adaptability and channeling a test-and-learn mentality.

Here are four steps you can take right now to prepare for the ban. In the next section, we’ll break down how you should alter your long-term strategy.