A US TikTok ban has been ruled constitutional—so, now what?

A seismic shift just happened in the digital world.

Last Friday, a panel of judges unanimously ruled that a law banning TikTok in the US would not violate the constitution.

The decision suggests that TikTok could be forced out of the US unless it’s sold by January 19th.

The platform has evaded attempts at a ban or sale for over four years and will continue to do so, allegedly taking its fight to the Supreme court.

But as the deadline quickly approaches, the options seem scarce.

For marketers, this is more than a simple policy decision. It’s a pivotal moment that could reshape how we create, engage, and influence online.

So let's look at exactly what this move could mean for us.

It’s no secret that TikTok has become a cultural powerhouse. It has reshaped everything from music trends to fashion and even political discourse.

The decision to potentially ban TikTok isn’t solely about data privacy concerns, though those are significant. It’s also a reflection of the growing tensions around digital sovereignty and the control of online spaces.

TikTok democratised content creation, allowing anyone with a smartphone to become a creator.

This led to the rapid rise of viral trends, memes, and even entire subcultures. A ban would disrupt this vibrant ecosystem, potentially stifling the creative freedom that made TikTok a unique space.

For businesses, TikTok has been a goldmine for reaching new audiences.

The platform’s advertising tools and influencer partnerships have driven substantial ROI for many brands. If the ban goes through, brands will need to pivot quickly to alternative platforms, potentially losing momentum in the process.

As this potential ban has been on the cards for almost the whole of 2024, many marketers have already been looking for alternative platforms.

Instagram Reels and YouTube Shorts are the immediate contenders, but the landscape is ripe for innovation. New platforms like Lemon8 are coming onto the scene, looking to capture audience attention.

This disruption presents a chance for marketers to experiment with new formats and strategies. If you get in early, you have the opportunity to establish a strong presence before these spaces become saturated.

TikTok has been a cultural architect.

It didn’t just reflect trends. It created them. From viral dances to influential hashtags, TikTok shaped culture in ways few platforms have.

A ban could severely impact creators who relied on TikTok for exposure and income. As highlighted in James Li’s TikTok, many content creators view TikTok as essential for their livelihoods.

Losing this platform would mean they'd have to seek alternatives. And, if they haven't used this year to do so already, it may mean starting from scratch in 2025.

Creators Alexis and Dean have spoken about how deeply embedded TikTok is in modern culture. It’s not just about entertainment; it’s about community, identity, and expression. They believe a ban could disrupt these facets, leading to a fragmented digital culture.

The potential TikTok ban is a clear indicator of rising digital nationalism.

This is the idea that digital platforms and data are extensions of national sovereignty.

In fact, this move could set a precedent for other countries to impose similar bans on platforms they perceive as threats.

We may begin to see a more fragmented internet where access to platforms varies by region. In this case, brands would need to adopt region-specific strategies, tailoring their content and campaigns to align with the available platforms in each market.

What should you do… like, right now?

Diversify your social strat.

Relying heavily on one platform is risky, as this situation demonstrates. Now is the time to diversify your social media presence across multiple platforms to mitigate similar risks in the future.

Explore emerging platforms.

Platforms like Lemon8 are gaining traction and offer unique engagement opportunities. Investing in these spaces early can provide a competitive edge.

Strengthen owned channels.

Double down on owned media channels such as blogs, email newsletters, and proprietary apps. These platforms offer more control and direct access to your audience without relying on third-party platforms.

Lean into community building.

TikTok was exceptional at fostering engaged communities. Prioritise building meaningful connections with your audience across all platforms. Focusing on long-term engagement rather than short-term virality.

Foster interaction. 

Encourage user-generated content, host live events, and create spaces for dialogue. These strategies will help you maintain a vibrant community regardless of the platform.

If this ban does go ahead, it will mean huge changes for our industry.

It makes sense to feel overwhelmed thinking about the potential implications for your brand.

But remember, in the ever-evolving digital world, adaptability isn’t just a skill; it’s your superpower.

-Sophie, Writer