THE LOW-DOWN ON THE TIKTOK BAN

It’s almost here, the much-feared US TikTok ban is supposedly coming into force on the 19th of January 2025. This means that the 107 million or US users of the app will still have access to the app if it’s still on their phone; they just won’t be able to update it as it will be removed from the app store. 

So what does this mean for these users? Firstly, for creators it’s a real kick in the teeth. TikTok has been lauded as one of the most innovative apps, with a highly sophisticated algorithm, allowing content to be pushed out to existing and new audiences much easier than Reels. Reels have never been able to keep up with the changes in trends and the speed of which content gets consumed, and then moved onto the next. 

(via LinkedIn, @prettylittlemarketer) 

So, firstly, a loss of curated community, and, secondly loss of revenue, either from TikTok creator fund or sponsored ADs. Many creators relying on this income will have to make new plans, a lot already telling their audiences where to find them if the ban goes through. 

Lamenting the loss of TikTok is a common theme. As we’ve said before, each social media platform has unique characteristics, and TikTok is no different. King of many trends, memes and pop culture moments, it’s fair to say the app has brought us all together so to see a large amount of its creators disappear, or not be able to post is a real shame. 

On that note, some US users have now decided to take matters into their own hands by moving over to the Chinese app, “Rednote” Xiǎohóngshū;  to continue scrolling and the memes have only just begun. Nicknaming themselves “TikTok refugees”, US users have pledged they will start learning Mandarin to keep using the Chinese app.    

(via TikTok, @Duolingo) 

Enter Duolingo, the king of memes. They have certainly wasted no time in jumping on the Rednote meme bandwagon and the green owl has seen a large increase in demand for Mandarin lessons in order to keep up with the Mandarin content on Rednote. 

(via X, @duoligo) 

What does this mean for the future of the app? Obviously, if Rednote isn’t the answer, communities need to be nurtured elsewhere. Get your folks on your mailing list, and keep communicating more personally. Some TikTok accounts and creators have been compared  to sitting on Facetime with a best friend, so keep it personal by going straight into your communities inbox. 

If this isn’t for you,  consider starting a Discord or Reddit thread. It’s less content facing and more discussions and games (you don’t have to be a gamer to use it!) 

If content and visuals are more important, let your audience know you’ll be going over to YouTube Shorts, if Meta and Reels aren’t right for you. 

This is just affecting the US for now, but who knows what the future may hold? It’s always good to be prepared and start creating spaces for you, your content and community to thrive in out side of TikTok.