The Ongoing TikTok Situation: Updates To Know
It’s been 142 days since the TikTok sell-off bill passed, and the app is still very much alive in the U.S., at least for now.
To jog your memory of the ongoing events, last year, Congress passed a law requiring TikTok to be sold to a U.S.-based company or face a ban. The deadline was January 19, 2025, and TikTok didn’t sell. Instead, it challenged the ruling and lost. The app was technically banned for about a day, until President Trump issued an executive order delaying enforcement. That delay has already been extended once, and with the current 75-day hold expiring June 18, it’s expected he’ll grant another extension.
That means TikTok continues to operate in a legal gray zone. The platform is still functioning in the U.S., but only because the White House has paused enforcement of the law that would ban it.
TikTok isn’t gone, but it’s future is still unknown
For small businesses that have built a presence on TikTok, this limbo state is frustrating. The platform still delivers results, especially for short-form video content that drives awareness and engagement. But the political uncertainty means you need to think twice before relying on TikTok as a primary channel. If TikTok disappears overnight (again), your brand needs options to ensure you reach your target audience.
Now’s the time to diversify your content strategy
The best move for any brand right now is to repurpose TikTok content across other platforms. Instagram Reels and YouTube Shorts are still growing and can host the same style of short-form content. Use this time to build a stronger, more flexible content system, one where the creative work you’re doing lives in more than one place.
Keep an eye on your ad spend
TikTok ads are still live and performing for many businesses. But if your ad dollars are going into the platform, keep budgets flexible. It’s unclear how much longer U.S.-based accounts will be able to spend there, and there’s no guarantee that your audience data will be preserved if a ban is enforced. If TikTok plays a role in your paid strategy, consider testing similar creative on Meta platforms or YouTube now to compare results.
Your customers are watching
Consumers, especially Gen Z, are aware of what’s happening. Many are emotionally invested in the app and its creators. If you’re marketing to younger audiences, they’ll be paying attention to how brands show up during this uncertain time.
The right messaging here can build trust, and the wrong messaging might feel out of touch. Be smart, stay informed, and don’t be afraid to acknowledge the uncertainty in a way that aligns with your brand voice.
What’s next?
Another extension seems likely, but this won’t last forever. A sale to a U.S. company would significantly alter the landscape. A full ban would do the same. No one knows how this will play out, not even TikTok itself. But for now, the lesson for small businesses is clear: Don’t put all your content eggs in one basket.
Build cross-platform consistency. Test your messaging elsewhere. Strengthen the brand experience on platforms you own, like your website and email list, so no matter where your audience scrolls next, they still find you.
Need help adjusting your strategy or figuring out where to take your content next? Call, DM, or email sbellem@bbrookstone.com. We’re here to help you navigate uncertainty with confidence, and keep your marketing ready for whatever comes next.
