It’s safe to say that no other social media company has kicked off the New Year quite like TikTok. The first few days of 2025 brought total mayhem for the Chinese-owned platform and its 170 million devoted American users.
On January 18, just one day after the Supreme Court ruled in favor of the bill signed by President Biden mandating TikTok’s sale to a U.S. entity or a permanent ban, the app officially went dark. Users attempting to access TikTok were met with a pop-up message that read, in part: “A law banning TikTok has been enacted in the U.S. Unfortunately, that means you can’t use TikTok for now.”
The response was immediate. Major creators like Alix Earle, Jojo Siwa and James Charles flocked to Instagram and YouTube, expressing their confusion, frustration and heartbreak over the sudden shutdown.
Fortunately for TikTok creators and users, the ban was short-lived. Then-incoming President Trump announced he would issue an executive order extending the timeline before the law took effect. Just 12 hours later, TikTok was back online, greeting users with a new message—this time thanking the new President for his support.
But while TikTok is temporarily back, uncertainty looms. The executive order granted a 75-day extension, setting the new deadline for April 5. In the days since, speculation about the app’s long-term future has only intensified in D.C. and beyond.
According to NPR, the White House is currently in discussions with U.S.-based software giant Oracle to lead a deal that would shift majority ownership of TikTok to American investors. Under this proposal, Oracle would take over TikTok’s U.S. operations, including data collection and storage, from China-based parent company ByteDance. If true, such measures could address Congress’s original concerns about Chinese entities accessing millions of Americans’ data. President Trump has also mentioned to reporters that Microsoft is in the running as well. Other potential buyers reportedly include Perplexity AI, Elon Musk, Shark Tank host Kevin O’Leary, and YouTube star MrBeast.
While many details remain uncertain, President Trump has suggested progress is being made, telling reporters, “Numerous people are talking to me—very substantial people—about buying it, and I will make that decision probably over the next 30 days.” TikTok CEO Shou Chew also took to the app to share his appreciation for President Trump, thanking him for his “commitment to work with [TikTok] to find a solution that keeps TikTok available in the United States.”
Users, Creators, and Brands Respond
If the past few weeks have proven anything, it’s that TikTok holds an unshakable grip on American users. The saying “you don’t know what you’ve got until it’s gone” rang especially true when iPhones with TikTok pre-installed began appearing on eBay for thousands of dollars. Currently, the app remains unavailable for download on the Apple App Store and Google Play Store, further fueling its scarcity appeal.
Leading up to the initial shutdown, TikTok became the star of its own viral moment. Users flooded the platform with content about the ban, turning the uncertainty into entertainment. A popular trend featuring a soundbite from Family Guy took over, with creators “exposing” secrets from their most viral moments. These videos not only dominated For You Pages in the hours before the ban, but also outperformed regular content, highlighting a surge in engagement during the app’s “final” moments.
And it wasn’t just creators making the most of the situation—brands jumped in, too. Scrub Daddy, Jack in the Box, and Duolingo were quick to capitalize on the trend. Duolingo’s videos on the topic racked up a combined 117+ million views and 8.9 million likes, reinforcing its reputation as a brand that succeeds with real-time, culturally relevant content.
The language-learning app also took to X (formerly Twitter) to share a surprising stat: a 216% year-over-year increase in users signing up to learn Mandarin. Many attribute this spike to the thousands of Americans who have downloaded Xiaohongshu, or “RedNote,” in recent weeks—a Chinese-based rival to TikTok that operates primarily in Mandarin. U.S. downloads of RedNote have surged more than 200% year-over-year, signaling an interest in alternative, video-first platforms.
Interestingly, Duolingo followed up its post on X with a TikTok poking fun at “TikTok refugees” flocking to RedNote—a sharp reminder to brands that even when making fun of TikTok, the most impactful place to do it is still on TikTok itself. Trending TikTok hashtag data from Sightly’s Brand Mentality platform shows a rise in #rednote videos, with over 300,000 uploads in the past 30 days, amassing 1.4 billion views.
What Comes Next for Brands and Advertisers?
While RedNote’s emergence demonstrates users’ desire for short-form video content, it underscores the resilience of TikTok’s platform. Americans have made it clear—they want their social apps, and they’ll find ways to access them regardless of geopolitical concerns. This sends a strong message to lawmakers that resolving TikTok’s legal limbo is in everyone’s best interest.
For brands, this uncertainty presents a strategic opportunity. With some advertisers hesitating, competition on TikTok has eased, yet engagement remains strong. Recent updates shared with Sightly via TikTok’s Business team announced that in the first 48 hours following the ban, “TikTok’s 1,000 most-followed U.S. creators were back on the app, posting +26% more videos compared to the week prior.” This spike in posted content also resulted in a staggering 97% week-over-week surge in views from users across the globe.
After a robust Q4 holiday shopping season, CPMs on TikTok are also down, while impression levels have stayed consistent year-over-year. This presents a golden opportunity for brands that remain active on the platform to capture audience attention at a lower cost.
The Super Bowl and Valentine’s Day: A Prime Moment for TikTok Advertising
With the Super Bowl around the corner, brands that integrate TikTok into their Big Game strategy stand to gain big. TikTok influences 59% of users who make Super Bowl-related purchases, making it an essential channel for brands looking to drive engagement. And with compelling narratives—like the Kansas City Chiefs vs. the Philadelphia Eagles rematch, Saquon Barkley’s Super Bowl debut, a Kendrick Lamar halftime show, and the inevitable Taylor Swift sightings—TikTok will be buzzing with real-time content throughout the game.
After the Super Bowl, Valentine’s Day offers another key moment for brands to capture consumer attention. TikTok users are 1.2x more likely to impulse shop for holidays than traditional social platform users. In fact, 46% of users who made a Valentine’s Day purchase said they were inspired by TikTok. For brands that strategically align with these seasonal moments, the platform provides a powerful avenue to drive conversations and conversions.
Final Thoughts
Despite ongoing uncertainty, one thing is clear: TikTok remains a powerhouse. Consumers aren’t ready to let go, and brands that continue to engage on the platform have a prime opportunity to capture attention while competition is lower. With key cultural moments on the horizon, now is the time for brands to refine their TikTok strategy and make the most of this highly engaged audience.