Navigating the TikTok Ban

The Supreme Court’s consideration of the federal TikTok ban is sending shockwaves across the media landscape. ?The potential ban is a wake-up call for the media industry and it reminds us that platforms are temporary, but the human need for connection, creativity and community is constant. If upheld, the law could reshape how younger generations—Gen Z and Gen Alpha—consume, create and share content. For U.S. Hispanic Gen Z, TikTok has become a significant platform for cultural expression, community building and engagement. It serves as an outlet for trends, news and creative opportunities, helping empower creators from underrepresented communities. So, what happens if it's gone??

At RockOrange, we’re exploring how brands, creators and consumers—particularly U.S. Hispanic Gen Z—can adapt to a post-TikTok world, understanding that platforms evolve, but the spirit of creativity and connection will continue to thrive.

A New Era of Media Consumption

TikTok has over 150 million active users in the U.S. alone, with Gen Z and Gen Alpha making up the bulk of its audience. For these digital natives, TikTok isn’t just entertainment—it’s their primary platform for discovery, self-expression and social interaction. Among U.S. Hispanic teens, TikTok plays a pivotal role in cultural connection. About 25% of Hispanic Gen Z report using the app “almost constantly,” highlighting the platform’s importance in their daily lives. For them, TikTok isn’t just a social media platform—it’s the place where they discover trends, stay informed and feel part of a larger community. TikTok’s algorithm curates content in ways that other platforms struggle to replicate, and its ability to amplify underrepresented voices has created an indispensable space for Hispanic youth to express themselves.?

Where Will the Audience Go?

Research shows that Gen Z spends an average of 4.5 hours daily on social media, with TikTok commanding a significant share. If TikTok disappears, U.S. Hispanic Gen Z, along with their peers, will likely migrate to Instagram Reels and YouTube Shorts, platforms that offer similar formats and already established user bases. According to Reuters, platforms like RedNote and Lemon8 are emerging as potential alternatives, evidenced by RedNote’s rapid growth, with over a million downloads in just two days. In the search for fresh spaces, platforms like BeReal and Snapchat may see a resurgence, offering Hispanic Gen Z an opportunity for more authentic and unpolished sharing of their cultural identity, away from the pressures of perfection that can accompany other platforms.

Emerging Trends: TikTok’s Last Days

As the potential ban looms, TikTok has become a stage for heartfelt farewells. Influencers have started sharing their "little secrets" and "spilling all the tea" on burning questions their followers have asked for years. These videos foster a more personal connection with audiences, sparking nostalgia and leaving a lasting impression in TikTok’s final chapters. This farewell moment is particularly meaningful for U.S. Hispanic Gen Z, as TikTok has provided a platform for their voices to be heard, allowing for real-time cultural exchange and interaction.?

Implications for Brands

For companies, the TikTok ban presents its challenges but also opens the door to new opportunities. Relying on a single platform for engagement is always risky and many brands—especially those targeting younger U.S. Hispanics—are beginning to realize this. In a new post-TikTok chapter, diversifying strategies across multiple platforms is necessary for brands to ensure stability in the future. The shift also emphasizes the need for brands to foster genuine relationships with their audience. U.S. Hispanic Gen Z is likely to follow creators and brands that reflect their cultural identity, showcasing a demand for inclusivity, creativity, and authenticity, regardless of the platform.

Gen Z and Gen Alpha are characteristically adaptable, and the U.S. Hispanic community is characteristically resilient. Undoubtedly, they will seek out new platforms that align with their values, whether that’s authenticity, creativity or inclusivity. Ultimately, this shift might also inspire a wave of innovation as developers race to fill the void left by TikTok, potentially bringing new opportunities for cultural expression and representation to the forefront.

What do you think about the potential TikTok ban? How do you see it reshaping the digital landscape? Let us know in the comments!