The social media landscape is facing a new challenge to navigate following recent developments around TikTok. A federal ban on the platform has been signed into law in the US, bringing changes that marketers will need to keep an eye on. At the same time, Donald Trump has returned to the presidency as of January 20th 2025, announcing a plan that gives TikTok 90 days to sell a portion of the platform to a US-owned company – a move aimed at securing its future.

What does TikTok’s US ban mean for marketers, brands, and creators? In this blog, we’ll unpack what’s happening, what could come next, and how you can stay ahead in a rapidly evolving digital world – whether you operate in the US, Europe, or the Nordics.

What Has Happened So Far?

TikTok has been under scrutiny in the US since 2020, with concerns centered on data privacy and its ties to its China-based parent company, ByteDance. Throughout 2024, US congressional committees held multiple hearings regarding these concerns, culminating in bans on government devices and legislative moves toward a nationwide ban. On January 17, lawmakers approved the ban, giving TikTok 48 hours to sell the platform to an approved buyer or face a nationwide shutdown.

However, as the federal law passed during the final days of President Biden’s administration, he announced he would leave enforcement to the incoming Republican government. On January 19, President-elect Trump announced his intent to delay the ban by issuing an executive order, granting TikTok 90 days to sell at least 50% of the platform to an approved US buyer.

Following the initial shutdown, TikTok was restored for existing users 14 hours after the app went dark, although it remained unavailable for download on Apple and Google app stores. The future of TikTok in the US remains uncertain, and marketers must stay adaptable and prepared for a range of possible outcomes.

What Does This Mean for Brands in the US – and Beyond?

For brands in the US, the immediate concern is the risk of losing TikTok as a platform to reach audiences. With over 170 million monthly active users in the US alone, TikTok has become a cornerstone of many brands’ social media strategies. If the platform is permanently banned, brands will need to pivot quickly to maintain engagement and visibility.

For brands outside the US, such as those in Europe and the Nordics, the situation serves as a wake-up call. Even if TikTok remains accessible in these regions, this development highlights how quickly social media landscapes can shift. Regulatory challenges, algorithm updates, or changing user behavior can disrupt even the most well-thought-out strategies so you need to constantly be on your toes.

3 Ways to Future-Proof Your Social Media Strategy

1. Diversify Your Platform Mix

TikTok might be the “it” platform now, but relying too heavily on a single channel is risky. Ensure you have a presence on other platforms like Instagram, Snapchat, YouTube, and Pinterest to avoid losing touch with your audience if one platform becomes inaccessible.

2. Stay Flexible in Uncertain Times

With Trump’s 90-day ultimatum and the uncertainty surrounding TikTok’s future, agility is more important than ever.Social media strategies need to be adaptable to handle sudden changes in the landscape, whether it’s shifts in regulations, algorithms, or consumer behavior.

3. Partner with Experts Who Keep You Informed

In such a fast-moving environment, it’s crucial to work with partners who have their ear to the ground. A trusted influencer marketing agency can help you stay ahead of trends, quickly pivot when needed, and ensure your strategy remains effective no matter what happens.

Final Thoughts

The potential TikTok ban and Trump’s 90-day deadline underscore how quickly things can change in the digital world. For marketers, the key to success lies in staying agile, informed, and ready to adapt to a fast-moving environment. By diversifying your platform mix, prioritizing engaging content, and partnering with experts, you can future-proof your social media strategy and stay ahead of the curve – no matter what the future holds.