What Will Happen to the U.S. Marketing If TikTok Will Be Banned?

You can love or hate TikTok, but its impact on marketing is undeniable. It was not only yet another social media platform - it was the whole paradigm shift of how people perceive the content. TikTok revolutionized the transition from static content to dynamic video, which set the trend for short videos for other platforms like Instagram, YouTube, and others.

On top of that, TikTok became a favorite platform for various creators, especially among U.S. users. However, the government was not in favor of it. On January 19, 2025, the U.S. government decided to shut down TikTok due to national security concerns.?

TikTok's shutdown would be a game-changer for the U.S. marketing. For context, TikTok generated approximately $3.88 billion in global advertising revenue. This figure more than doubled to an estimated $9.89 billion in 2022 and reached approximately $16.1 billion in 2023. Such changes as shutting down TikTok caught marketers off guard, forcing them to rethink their strategies in a rapidly shifting digital landscape.

However, on January 20, 2025, President Donald Trump issued an executive order granting an additional 75 days to find a U.S. buyer, temporarily restoring TikTok access. Such a delay allows the Trump administration to evaluate the best decision to protect national security while preventing the sudden shutdown of a platform used by millions of Americans.

“I have the right to either sell it or close it, and we’ll make that determination”? - Trump said.

What will happen after these 75 days remains uncertain. For now, TikTok is still available to U.S. users.

What’s next?

While the future of TikTok remains unclear, the question that is still thrilling many is what will happen to U.S. marketing if TikTok disappears. These are a few suggestions of? what influence it will have:

Ad Revenue Redistribution

TikTok's projected revenue in the U.S. was estimated to be around $12.8 billion. If this social media platform is closed, major tech giants like Meta (Facebook, Instagram), Google (YouTube), and Snapchat will likely absorb the bulk of ad spending. Marketers will reallocate budgets to these platforms, potentially driving up ad costs due to increased demand.?

Will this budget work as effectively as in TikTok remains in question. TikTok has built a strong community in the U.S. Removing it feels like taking away a child's favorite shiny toy and offering a replacement that just isn't the same. Do TikTok users really want to be separated across other platforms that differ so much from what they're used to?

Rise of Short-Form Video on Other Platforms

The common opinion might be that TikTok's shutdown isn’t a big deal. After all, Instagram has Reels, and YouTube offers Shorts as alternatives.?

Although these platforms may seem similar at first sight since they offer short video content, they are, in fact, quite different.? The contingent of these form very various communities. That is how TikTok is more Gen-Z driven, fast, trend-based, and interactive. Meanwhile, Instagram Reels offers content for a broader audience, is polished, brand-heavy, and focuses on aesthetics.?

Another thing is that the algorithms and content discovery in TikTok and Instagram are different. TikTok prioritizes interest-based discovery over follower count. The For You Page (FYP) surfaces new creators constantly, making virality easier even for small accounts. Instagram Reels still rely heavily on who you follow, so content from bigger influencers and brands dominates. Virality is possible but harder compared to TikTok.

Thus, if TikTok disappears, Instagram Reels and YouTube Shorts will see increased user engagement and investment from brands trying to replicate TikTok’s impact.?

Shift in Influencer Marketing

Many current content creators of short videos on Instagram derive from TikTok. Also, very often, such influencers have a larger community on TikTok than on Instagram. Thus, even if the TikTok influencers will migrate to Instagram, YouTube, and other platforms, overall engagement may decline due to platform differences.

From the brands' side, they will have to rethink influencer marketing strategies, as TikTok’s unique algorithm favored organic virality over follower count. At the same time, Many influencers may lose sponsorship deals. Considering the current economic challenges, the shutdown of TikTok could make this a particularly tough year for influencers.

Small Businesses & E-commerce Disruption

For a long time, many small businesses relied on TikTok’s organic reach and TikTok Shop for cost-effective marketing. Without TikTok, brands may struggle to reach younger audiences as effectively, forcing them to spend more on paid ads on Meta and Google.

At the same time, Amazon, Instagram Shopping, and Shopify integrations may see increased adoption as alternatives to TikTok Shop.

On another note, this is a lesson for small businesses not to rely on a single platform. It would be a better decision to distribute content across the various channels and embrace an omnichannel strategy.?

Potential for a New Platform

No place remains empty for long. If TikTok is shut down, this place might be already eyed by big corporations. Alternatively, investors and tech startups may rush to fill the void.?

However, replicating TikTok’s algorithm-driven virality would be a challenge.

Decentralization of the Social Media

The potential disappearance of TikTok spotlights a long-overlooked problem for brands and creators: your content doesn’t belong to you. When the platform is gone, so is your content.?

Thus, the emergence of decentralized social media platforms is expected. Thanks to the decentralized platforms, the content remains your own, stored across a decentralized network instead of a central server controlled by a tech giant. This structure guarantees stability and security, making it nearly impossible for a single decision to shut down the platform, which is an advantage over centralized platforms.

All this, and possibly even more unexpected changes, could happen if TikTok disappears from the U.S. market. Whether it happens or not, it's always wise to be prepared for any outcome. Thus, if your company relies on video marketing, now is the time to reevaluate your strategy. Stay ready for the future!