TikTok’s Future: Key Updates Ahead of the January 19 Deadline
With limited time remaining until TikTok is banned in the U.S., last-minute attempts to save the app are underway. As a refresher, in April 2024, the U.S. Senate moved swiftly to advance a proposed bill requiring TikTok to be sold into U.S. ownership due to concerns over national security, or the app would be banned. President Biden signed the bill, leading TikTok to file a suit against the federal government, challenging the constitutionality of the ban.
President-elect Donald Trump’s transition team has filed an amicus brief with the Supreme Court to extend the deadline to give Trump time to explore other outcomes after his inauguration on January 20th. Per the brief:
“Through his historic victory on November 5, 2024, President Trump received a powerful electoral mandate from American voters to protect the free-speech rights of all Americans—including the 170 million Americans who use TikTok. President Trump is uniquely situated to vindicate these interests because “the President and the Vice President of the United States are the only elected officials who represent all the voters in the Nation.”
This plea has not been approved as of yet, but it could stall the ban and eventually prevent it altogether, as Trump could negotiate a new deal. While we currently do not know how this is going to play out, if the ban goes into effect, it is likely that TikTok will be returned to the U.S. after Trump and team have had a chance to work out said new deal. While it seems unlikely that he will be able to avoid immediate action, industry experts feel the app will definitely be back, even if removed from the app store for a period of time.
President-elect Trump and his team stated in the brief that he is “one of the most powerful, prolific, and influential users of social media in history,” and with Trump having such a strong interest and presence in the app, we can guess that this issue will remain top of mind for him as he takes office.
Additionally, investor and Shark Tank star Kevin O’Leary has teamed up with billionaire Frank McCourt, ex-owner of the Dodgers, to save the app. Their coalition, the People’s Bid for TikTok, is looking to buy the app’s U.S. operations, promising a platform that prioritizes the privacy of TikTok’s 170 million+ American users. Per Kevin O’Leary:
This isn’t just about buying TikTok’s U.S. assets. It’s about something much bigger: protecting the privacy of 170 million American users. It’s about empowering creators and small businesses. And it’s about building a platform that prioritizes PEOPLE over algorithms. TikTok has immense potential, not just as a tool for creators but as a driver of meaningful economic and social impact. Together, we’re working to create an American-owned platform that is secure, innovative, and puts YOU in control of your data and digital relationships.
O’Leary and McCourt know they achieve this on their own and are looking to President-elect Trump, as well as others in his cabinet, to support them in their endeavor and help them close the deal. However, they are not the only potential buyers making a play for the app. Amazon may be trying to gain control of TikTok, as they partnered with the app last year to let users browse and purchase Amazon products on the platform. It’s assumed that Oracle and Walmart might try again as well, after their attempt in 2020 was blocked by the Biden administration over security concerns.
As uncertainty around TikTok’s future continues, our team is staying up-to-date on the latest developments and will keep you informed. We’re here to guide you through the ever-evolving landscape of digital marketing. Call, DM, or email at sbellem@bbrookstone.com to get started.
