TikTok’s Future in the US starting 1/19/25: What Marketers and Brands Need to Know

As the January 19 deadline for a potential TikTok ban approaches, many US advertisers and agencies are asking: What happens next? While the situation remains fluid, here’s what we’ve heard directly from TikTok, and how brands can prepare:

??What About the App?

If a ban is enforced, as of 1/19, the TikTok app will no longer be available in US app stores.

?? Key Updates for Advertisers:

• Access to Ads Manager: If a ban goes into effect, TikTok is working to ensure uninterrupted access to TikTok Ads Manager accounts for US customers.
• US-Based Campaigns: Advertisers will not be able to run US-targeted campaigns post-ban. This restriction applies across all accounts.
• International Campaigns: US-based accounts will still be able to place international campaign orders, maintaining access to global audiences.
• Campaign Data & Reporting: Even in the event of a platform pause, TikTok aims to keep Ads Manager available for reviewing historical performance and reporting.
• Reach Curve API & Planner Alpha: As of January 19, agencies will no longer be able to request US TikTok reach data via the API or create US-targeted plans in TikTok Planner.

This situation is undoubtedly complex, but one thing is certain: digital engagement won’t disappear—it will shift. As marketers, our role is to adapt and guide our brands and clients through the changes ahead.

?? What This Means for Brands and Agencies

TikTok has revolutionized how we create, consume, and connect through content, shaping? expectations across all platforms. Today’s audiences crave entertainment and community, and they’ll gravitate toward the platforms that deliver it best.

Brands that remain nimble and ready to adapt are the ones that will get the first-move advantages. While it's early on, emerging platforms like Red Note and Blue Sky are already capturing attention as potential new hubs for creativity and community. Exploring these spaces early can position your brand ahead of the curve, and allows you to reengage with your community of brand enthusiasts.

At Song Candy media, we’re ready to help our clients stay resilient and proactive by:

? Ensuring continued access to TikTok content, insights and performance results

? Developing adaptive strategies to maintain momentum on existing owned channels

? Identifying and experimenting with emerging platforms to seize new opportunities

The digital landscape is always evolving. A potential TikTok ban is not an end—it’s a turning point. By staying innovative and open to change, brands can discover new ways to connect and grow.

?? Which platforms do you think will emerge as the next big players? Share your thoughts in the comments—we’re excited to navigate this evolving space together.