Lately, TikTok has become a staple for many brands, making the uncertainty surrounding its future undeniably stressful. For those feeling the social media whiplash from the ongoing TikTok legal drama, we’ve compiled a high-level overview of where TikTok stands as of January 28th, 2025 —and actionable insights on where your brand can go from here.

What Happened to the TikTok Ban?

On January 20, 2025, President Trump issued an executive order delaying enforcement of the TikTok ban for 75 days. This pause allows the government to review national security concerns and assess any mitigation measures TikTok has put in place. Despite the delay, Apple and Google have removed TikTok from their app stores, citing legal uncertainties, and are awaiting further clarification before reinstating it.

Can Users Still Use TikTok?

Yes, for now, existing users can continue accessing TikTok, and the app remains operational for those who already have it installed. However, new downloads are currently blocked on Apple and Google platforms, limiting the app’s reach to new users.

What’s Next for TikTok?

The 75-day review period will determine TikTok’s fate in the US, with several potential outcomes:

• Full Ban: TikTok could be blocked entirely if deemed a significant security risk, leaving users and businesses without access.

• Stricter Rules: TikTok may continue to operate under conditions such as U.S.-based data storage, ownership restructuring, or increased monitoring.

• Partial Use: Some features might face restrictions, but the app would remain available with oversight.

• No Ban: If the review finds no significant risks, TikTok will continue operating as normal.

Could TikTok Still Be Sold?

Yes, a sale to a U.S.-based company is still a possibility. This would address security concerns while allowing TikTok to remain operational under new ownership.

Our Recommended Strategy for Brands

In times of uncertainty, preparation and adaptability are key. Here’s how your brand can navigate TikTok’s evolving status:

1. Leverage TikTok While It’s Available

If TikTok is still driving results for your brand, continue running campaigns and closely monitor performance metrics. However, have a contingency plan in place to pivot if the platform becomes restricted.

2. Monitor Emerging Platforms and Audience Trends

The uncertainty surrounding TikTok has prompted many users to explore alternative platforms, but the social media landscape is always shifting. Keep a pulse on where your audience is engaging and which platforms are gaining traction. Valtech is actively tracking these movements and analyzing emerging platforms to provide insights and recommendations for our clients.

3. Build a Multi-Platform Strategy

Now is the perfect time to reassess your social strategy. Minimize dependency on TikTok—or any single platform—by strengthening your presence across multiple social channels. This approach not only protects your brand from disruptions but also broadens your reach.