On the evening of Saturday, January 18, TikTok officially followed through with the ban that had loomed over Americans for weeks. The most surprising part? Many held out hope until the very last second. With several major U.S. powerhouses making substantial bids to take ownership of the app—most notably Kevin O’Leary’s $20 billion cash offer just days before the shutdown—the outcome seemed uncertain right up to the end. That uncertainty came to a stark end when users were met with the dreaded “Sorry, TikTok isn’t available right now” alert upon opening the app.

And while a resolution appears to have been reached, the uncertainty persists. President-elect Donald Trump has hinted at the possibility of granting TikTok a 90-day extension to avert the ban, leaving users and businesses on edge. The rollercoaster ride continues.

For those who may dismiss TikTok as “just an app,” it’s crucial to understand the significant economic ripple effects its ban creates. Millions of Americans stand to lose not just a source of entertainment but their livelihoods. Consider these staggering figures:

• TikTok generated $14.7 billion for small businesses in 2023
• TikTok claims that more than 7 million businesses in the United States rely on the platform
• 224,000 jobs were supported just because of small business activity on TikTok in 2023
• The app generated $5.3 billion in tax revenue through small business activity

And this is only scratching the surface. TikTok’s impact extends far beyond viral dances—it’s a driving force in the U.S. economy. The influencer marketing industry generated over 21.1 billion dollars in 2023, with TikTok being a catalyst behind those figures. 

Even if TikTok makes a comeback in the U.S., countless questions remain unanswered. Will creators and brands have to start over from square one, rebuilding their content and audience from scratch? Or will existing accounts, content and followings be restored, allowing them to seamlessly pick up where they left off? The uncertainty leaves millions in limbo.

In recent weeks, creators have rushed to promote their other social media accounts on TikTok in a last-ditch effort to redirect their followers to platforms like Instagram and YouTube. This entire situation offers valuable lessons for marketers, brands and creators alike about the importance of adaptability and diversifying digital strategies.

1. Don’t put all your eggs in one basket when it comes to your content

Social media is unpredictable. Glitches, hacks and other unforeseen events can make an account disappear in an instant. That’s why diversifying your online presence is essential. Show equal attention to all the platforms you’re active on and factor this into your social media strategy.

To stay connected with your audience, create a centralized “home base” for your content—using tools like Linktree to provide easy access to all your platforms in one place. Regularly produce content that encourages followers to connect with you on multiple channels, ensuring they know every way to stay engaged with your content, no matter what happens.

• Always stay adaptable and up to date with emerging platforms

For many influencers and brands, TikTok has been their main focus for growth in recent years—often at the expense of building a presence on other platforms. If this ban has taught us anything, it’s the importance of diversification. Exploring and maintaining a presence across multiple platforms not only safeguards your brand but also opens doors to fresh opportunities and new audiences, ensuring long-term growth and adaptability.

In the wake of the TikTok ban, many influencers and brands are pivoting to platforms with similar features, such as Instagram Reels and YouTube Shorts. Others are venturing into entirely new territory. For example, over half a million “TikTok refugees” have flocked to RedNote, a Chinese-owned social app, in just the past week. Additionally, many Americans are signing up for beta accounts on Neptune, a social platform with similarities to TikTok that’s set to officially launch in spring 2025.

• Back up and repurpose your content across platforms

As the TikTok ban approached, millions of users scrambled to save their content—everything from personal TikTok videos and drafts to recipes, workout plans, parenting advice and countless other resources they had saved from other creators. Sadly, many were too late and now find themselves locked out of the app, unable to access their content.

This serves as an important reminder: always back up your content, even when there isn’t an immediate threat of losing access. Whether through cloud storage, hard drives or alternative platforms, keeping a backup ensures your hard work and valuable content are never lost. It’s also an opportunity to repurpose your content across platforms, reaching new audiences while maximizing the effort you’ve already put in. 

The app began to restore service on Sunday, January 19th, less than 24-hours later and the day the ban was initially supposed to go into effect. The restoration began after President-elect Donald Trump vowed to issue an executive order to allow the app to continue operating. Now, this is not a guarantee that the app will stick around forever. The platform issued a statement thanking President-elect Donald Trump and vowing to work with the President on a long term solution to keep Tik Tok in the United States. 

However, one thing is clear: the TikTok ban has permanently reshaped how brands and creators approach and manage their social media presence. Moving forward, there will be a heightened sense of caution and strategic foresight. Creators and businesses alike will prioritize adaptability, diversification and preparedness in ways that were not as widely practiced before. This moment serves as a pivotal reminder to stay proactive in an ever-evolving digital landscape.

Many professionals have spent their careers mastering the complexities of social media, including navigating crises like these. If you’re unsure of what steps to take next, don’t worry—this is where Bospar comes in. Whether you’re short on time or resources to navigate your brand’s social media presence during uncertain times, our team of specialists is here to help you turn challenges into opportunities.

Ready to explore how we can support your social media strategy? Let’s chat—we could talk about social media all day!