As we face the looming possibility of a TikTok ban, which all signs currently point to going through, brands and creators find themselves navigating a scenario many hoped would never materialize. While the platform’s fate remains uncertain—whether it will be saved or not (Will Trump save it, will Mr. Beast or Elon Buy It?)—it’s crucial to prepare for the potential reality of TikTok’s absence.
When banned, what do we know will happen to TikTok?
It’s been difficult to get a straight answer from both the news and TikTok reps. Here is what we know for sure:
- Removal from the App Store. TikTok will no longer be available to download, preventing new users from accessing the platform.
- Lack of Updates. Without updates, the app will eventually become unusable. While it may function for a time in its current version, over time, performance and security issues are likely to arise.
- Legality of Existing Installs. It won’t be illegal to have TikTok on your device, allowing current users to continue using it until it no longer functions.
- RECENT DEVELOPMENT. As of yesterday, January 15, 2025, TikTok announced plans to go “dark” if the ban is enacted. Although details are unclear, it’s believed they will render the platform unusable in the U.S., directing users to a landing page with information about the ban when they attempt to access the app.
Below is an outline of the timeline of TikTok events:

Essential Steps for Brands to Prepare for a TikTok Ban
While this situation is developing in real-time it’s important to be prepared to act swiftly. To help stay ahead here is a checklist of what to do:
1. If the Ban goes through AND TikTok decides to immediately shutdown on Sunday (January 18th, 2025) pausing all TikTok advertising and reallocating your budget to other platforms to ensure your marketing efforts continue to drive results should be the brand’s top priority.
If the ban goes through and TikTok decides not to shutdown immediately, brands can keep their investment in the platform until either of the following happen: The users leave and reach dwindles, or the app breaks due to lack of updates.
2. Stop TikTok Influencer Campaigns. This is for the same reason as above.
3. Export All Analytics. Collect the performance data while you can. Having this information archives could be beneficial for future insights or reports.
4. Save Your TikTok Content. Download all the TIkTok videos your brand has created. These can be valuable on other short-form platforms and you don’t want to lose one of your brand’s most valuable assets, your creatives.
How should brands replace TikTok in their Paid Media Mix?
The biggest winners expected from this ban, that have advertising opportunities, are expected to be Meta properties and YouTube. We’d recommend shifting your TikTok ads dollars to these two social platforms to drive performance and capture the attention of this migrating audience.

Corey Levine, VP of Integrated Media, Direct Agents