What social media managers need to know about TikTok in 2025

After TikTok's brief ban on January 19, how should communicators move forward?

The “TikTok ban” came and went in less than 12 hours, but social media managers can take some lessons away from the brief interruption.

 

A law banning TikTok in the US briefly went into effect on January 19, 2025, but intervention from the US government meant the ban didn’t last very long.

 

However, the uncertainty around social media apps means US-based brands should continue to reevaluate their social strategy.

 

What was the TikTok ban?

The US TikTok ban was a federal law that briefly prohibited US app stores and internet hosting services from distributing or hosting TikTok. The ban was upheld by the Supreme Court before being overturned by US President Donald Trump with an executive order reversing the ban for 90 days.

 

It was the first time the US government has banned a social network.

 

 

4 steps to take before a potential  permanent TikTok ban

 

Adapting and experimenting should be the two big focus areas for social marketers as this situation unfolds.

To help you get ahead, here are four things you can do right now:

 

 

1. Download existing TikTok content

First things first: Download your TikTok content and other resources ASAP. It’s unclear what access to the app will look like if a permanent shut down happens.

 

 

2. Craft proactive messaging

TikTok may be going away, but that doesn’t mean your content disappears, too! Have a message ready for your audience about what you plan to do if the ban go into effect. Some ideas: Introduce new accounts and reassure your community you’re not going anywhere on social.

 

 

3. Review your active TikTok influencer contracts

Give influencers and creators permission to use their content on other channels. Influencer partners will likely be eager to find new homes for their content. Repurpose their content to help your brand reach new audiences — all while helping maintain long-term influencer relationships, too.

 

 

4. Repurpose TikTok content

Don’t let your TikTok content go to waste! Why not repurpose it for use on other platforms? Think Instagram Reels, Facebook Reels, and YouTube Shorts.

 

 

How to move forward on social

 

Diversify your platform strategy

 
We’ve all known it’s best to not put all of our eggs in one “social media basket,” and the potential for a permanent TikTok ban reminds us of this. Diversifying content and strategies is among the many ways to make sure you stay on top of your social media game.

 

Now is the time to keep an eye out for those new and emerging untapped social spaces. A lot of social is trial and error – so why not start experimenting now? Stay up to date on the latest on the social media landscape.

 

 

Use data to inform decision-making

 

Fine tuning your content strategy also means analyzing how that content is performing. We make that easy in Social News Desk with Reporting. It’s a one-stop-shop where you can seamlessly manage reports, customize your workspace, and collaborate with your team.

 

 

 

Take note of what’s working and what’s not — and across which platforms — so that you can quickly refine your strategy when needed.

 

 

Have questions? Want to learn more about all the ways Social News Desk can help streamline your social accounts? Get in touch: support@socialnewsdesk.com.

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