Media Intelligence Insights | Jan 2025 | The TikTok Ban

Welcome to A Data Pro’s Media Intelligence Newsletter - Where We Make Sense of Information with insights from industries around the world.

In January 2025, the TikTok ban drama in the United States captured the world’s attention, setting off a whirlwind of discussions across social media platforms and news outlets. With political figures, businesses, and millions of users involved, the crisis became a unique case for public relations and marketing professionals to analyse.

In the US, TikTok has become an essential tool for brands and content creators alike to reach target audiences, build their presence, and drive sales.

For marketers and business owners who rely on the app to engage with millions of potential customers, the ban posed not only a disruption to their marketing strategies but also a potential hit to their revenue streams.

In this issue

This month, Kiril Shishkov - a Subject Matter Expert from A Data Pro's Media Intelligence desk with 9+ years experience in media monitoring and analysis - provides us with an analysis of the biggest conversation drivers (in English) surrounding the ban online.

The following insights highlight the importance of consistent monitoring to understand public sentiment, track how discussions are influenced by geopolitical tensions and policy decisions, and assess their impact on businesses, from marketing strategies to consumer behavior.

What was said?

Discussions began to ramp up on January 10 after TikTok announced its intention to shut down the platform unless the US Supreme Court struck down the law forcing it to be sold by its Chinese parent company. Political figures such as Mike Pence and Mike Gallagher spoke out on the issue, arguing that the Supreme Court decision was just and that TikTok’s intention to shut down in the US rather than cut its ties with China proved that this was a security threat. Some outlets like the AP, released articles advising creators, avid users, and businesses on how to deal with the ban.

In the days leading up to January 19, the day TikTok was set to be banned, several names were floated as potential buyers, including MrBeast and Elon Musk, although both were seen as unlikely options. In the meantime, TikTok users were migrating to different platforms, including RedNote, another Chinese app, which, according to some, was also controlled by the CCP and would lead to a subsequent RedNote ban in the US.

On January 17, the Supreme Court unanimously upheld the decision to ban TikTok less than 48 hours before the platform was set to be banned. Joe Biden announced he would not enforce the ban before leaving office, while Donald Trump said he would save the app, while some pointed out it was actually Trump who started the effort to ban TikTok in 2020.

The day of the actual ban, saw the landscape shift in a matter of hours, with the ban lasting only 14 hours. Trump supporters appealed to the Gen Z audience by claiming he was saving the platform, while his opponents argued that the ban was merely a ruse to distract the public from other events, such as the start of mass deportations from sanctuary cities, or to divert attention from the ongoing conflict in Gaza.

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All political figures tried to distance themselves from the ban, likely given its unpopularity with the public, with Marjorie Taylor Greene calling it a violation of Americans’ free speech and calling out the fact that there are more pressing instances of Chinese influence in the country that need tending to, like Chinese purchase of farmland near US military bases.

Some social media users lashed out at other platforms, mainly Facebook, arguing that it should also be banned for providing user data to advertisers and governments alike. Some also pointed out the hypocrisy of the US seeking to ban TikTok for being controlled by a foreign nation, while asking other countries to accept US-based platforms like X, Facebook, Instagram, Google and others. Others linked TikTok’s ban to the amount of money spent by Meta on lobbying over the past quarter.

There were those who saw an ulterior motive for the ban, claiming that it was done to prevent criticism of the conflicts in Gaza and Ukraine. The Gaza conflict, and Israel in particular, were in the spotlight, with some insisting that the ban was enforced so the government could continue sending weapons to Israel and that TikTok’s use weakened Israel’s media influence in the US, while others suggested that the involvement of Israel in the conversation about the ban was a Chinese talking point to divert attention.

How can businesses stay on top of developing narratives?

In our current times, social media platforms play a crucial role in shaping narratives, brand reputation, and consumer behaviour. The TikTok ban serves as a powerful reminder of how quickly the digital landscape can change.?

For businesses, marketers, and PR professionals, staying ahead of these shifts requires more than just reacting to headlines—it demands continuous monitoring and strategic insights.?

Media intelligence solutions enable organisations to track emerging trends, gauge public sentiment, and navigate crises effectively. As online discussions evolve, having the right tools to analyse and adapt can mean the difference between staying relevant and being caught off guard during such an unpredictable crisis.

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