Zeno Thinks: TikTok’s U.S. Ban

Well, that didn’t last long. 

If you’ve been keeping up with the TikTok saga, you’ll know that just hours after going dark in the U.S., the app is back online. President Trump has issued an executive order delaying the ban, meaning TikTok remains accessible - for now​.

For brands, this isn’t just a U.S. problem - it’s a preview of what could come next. With global regulators tightening their grip on social platforms, platform volatility is no longer just a hypothetical risk. Whether it’s TikTok, Meta, or another major player, brands must ask: how do we future-proof against the next big disruption?

Let’s break it down.

What Happened? 

After the U.S. Supreme Court upheld the law requiring ByteDance to sell TikTok or face a ban, TikTok didn’t wait to find out how and when enforcement would begin. Instead, it went dark overnight on January 19th, cutting off 170 million U.S. users.

After approximately 12 hours, TikTok was restored in the U.S., thanks to an executive order signed by President Trump, granting a 75-day extension before the law’s enforcement. However, the platform is still in legal limbo, with the sale deadline looming. If ByteDance doesn’t comply, another shutdown battle could be on the horizon.

For brands, this uncertainty isn’t just a U.S. issue - it has ripple effects on global creator strategies, requiring proactive planning and flexibility in platform choices.

Is the UK and Europe Next? 

While there’s no immediate ban in the UK or Europe, this situation has raised red flags among regulators. The UK, EU, and other governments are watching closely, and there’s growing pressure on TikTok around data privacy, compliance, and advertising policies.

Regulatory scrutiny is increasing. The EU’s Digital Services Act and GDPR already hold TikTok to strict privacy standards, and further oversight is likely. The UK has also banned TikTok on government devices, which has signaled broader regulatory action in the past.

For now, TikTok remains a strong platform in the UK and Europe, but brands should be keeping an eye on regulation shifts and ensuring their content and influencer strategies stay adaptable.

Considerations for Global Social Media and Creator Strategies

• Instagram Reels is still the safest cross-market investment, particularly for brands with global influencer partnerships.
• YouTube Shorts is gaining traction, especially for long-term brand storytelling. Its Smart TV integration makes it a strong contender for both organic and paid content strategies.
• Brands should have contingency plans for global influencer campaigns. Any disruptions in TikTok’s ad system, algorithm, or audience reach - whether in the U.S. or EMEA - could require quick shifts in content distribution.
• With TikTok’s future uncertain, platforms like RedNote and Bluesky are stepping in, offering features like vertical video feeds. RedNote has seen a surge in downloads but, as a Chinese-owned platform, could face similar U.S. regulatory scrutiny. While both are gaining traction, their user bases remain small, so brands should monitor their growth carefully before investing

How Brands Can Navigate the TikTok Shake-Up 

• If global campaigns are due to go live, prioritise Instagram Reels & YouTube Shorts for owned and creator content. These platforms offer the best alternative for brands relying on short-form content and creator marketing in the U.S.
• Monitor new platforms carefully but don’t over-invest yet, as regulatory scrutiny could follow TikTok’s path.
• Diversify content strategies. Instead of relying solely on one platform, spreading strategy across multiple channels ensures flexibility if further regulatory actions arise.
• Reassess global TikTok spending strategically. If working with EMEA-based creators, TikTok should remain business as usual. However, if targeting U.S. audiences, budget reallocation may be necessary.
• Stay informed on evolving regulations in Europe & the UK, as the regulatory landscape may shift.

This back-and-forth highlights just how unstable the social media landscape can be. Whether TikTok remains in the U.S. long-term or not, this moment reinforces the need for platform diversification and flexible marketing strategies.

If you’d like to discuss future-proofing any social and creator strategies in light of these changes, let’s chat.