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What a TikTok Ban Would Mean for Brands, Creators, and the Swiss Social Media Landscape

TikTok is once again at the center of heated political debates. A potential ban on the platform in the U.S. could have far-reaching implications—not just for creators and brands but also for the entire social media ecosystem, including in Switzerland.

Zurich, January 20, 2025 – The idea of banning TikTok first emerged in 2020, but this time it seems serious. Recent developments in the U.S. suggest that a ban could block not only new app downloads but also make TikTok inaccessible to existing users. Such a move would ripple across brands, creators, communities, and agencies. On January 19th, 2025, TikTok was shut down in the US for 14 hours, after which it came back online. President Trump promised to halt the ban when taking office, extending a deadline for China-based ByteDance to sell the app.

Impact on Brands

A TikTok ban would pose significant challenges for brands heavily reliant on the platform. TikTok’s unique value lies in its short, creative, and viral content that directly connects brands with their target audiences. If a ban occurs, brands will need to reallocate their advertising budgets.

According to Madison and Wall, an estimated 30-40% of ad spending could shift to Google (primarily YouTube) and Meta, with Snapchat and other platforms gaining 10-20%. However, replicating TikTok’s distinctive algorithm and community-driven interaction remains a significant hurdle for these platforms.

“For us as an agency whose core business involves influencer marketing campaigns, it is already part of our strategy to respond flexibly and proactively to changes in the social media landscape,” says Sarah Schmid, Head of Marketing at Kingfluencers.

Florence Kälin, Head of Creative, Creator & Brand Strategy, adds: “We strategically diversify campaigns across various platforms such as Instagram, YouTube, Snapchat, Pinterest, Discord, or Twitch and develop innovative approaches to ensure that brand messages can effectively reach their target audiences even without TikTok. Our experience shows that a broad platform strategy not only minimizes risks but also opens up new opportunities to optimally support brands and creators.”

Despite the looming uncertainty, Kingfluencers advises brands to maintain their TikTok strategies while exploring alternative platforms strategically. This dual approach ensures flexibility and readiness for future developments, especially as TikTok’s cultural influence in Europe is expected to remain strong.

Impact on the Creator Economy

The prospect of a TikTok ban, which for now has only existed for 14 hours, has caused anxiety among TikTok creators. Many are now seeking alternative platforms to preserve their communities and revenue streams.

Emerging contenders include Xiaohongshu (branded as RedNote in the U.S.), a Chinese app combining features of Instagram and Pinterest. Following a viral campaign led by Gen Z TikTokers, RedNote recently topped the U.S. App Store and ranked third in Switzerland as of January 14, 2025.

Other creators are turning to Instagram Reels, YouTube Shorts, and Snap Spotlight. However, questions remain about whether these alternatives can replicate TikTok’s dynamic ecosystem.

Impact on Society

TikTok’s uncertain future in the U.S. could have global consequences. If banned, European users may also experience a decline in content quality and diversity, given the substantial amount of TikTok content originating from U.S.-based creators.

The TikTok community has significantly shaped modern social media culture through innovative trends, educational content, and meaningful discussions on societal issues. While these activities might migrate to other platforms, the distinct dynamism and interactivity of TikTok may be challenging to reproduce.

Potential Solutions

As the ban approaches, discussions about selling TikTok’s U.S. operations are gaining momentum. ByteDance, TikTok’s parent company, is reportedly considering selling TikTok USA to Elon Musk’s X (formerly Twitter). This move could alleviate geopolitical tensions and preserve the platform in the U.S., though concerns about data control and content regulation remain.

Notably, YouTuber and entrepreneur MrBeast has also expressed interest in purchasing TikTok to preserve its creative community. While it’s unclear whether such an offer is viable, it reflects the platform’s significance in the digital landscape.

YouTuber MrBeast expressed interest in buying TikTok.

Competitors like YouTube and Instagram are capitalizing on TikTok’s uncertainty, actively courting its users and advertisers. A TikTok sale could set a precedent for resolving similar regulatory conflicts in other markets, offering a blueprint for navigating platform-specific challenges.

Conclusion

While a potential TikTok ban could disrupt the social media marketing landscape, it also presents opportunities for innovation and diversification. Agencies like Kingfluencers are committed to preparing clients and creators for this potential shift by developing flexible strategies that ensure success on new platforms.

The hope remains that TikTok will continue to be a vital part of the digital ecosystem.

Do you want to learn more or discuss alternative platforms? Do not hesitate to contact us!