Global video-sharing powerhouse TikTok went to the US Supreme Court last Friday in a last ditch effort to stop lawmakers from banning its social media platform in the US.
TikTok is currently owned by Chinese media firm ByteDance.
TikTok in the US
The US government last year passed a law which calls for TikTok to be separated from its Chinese ownership or be banned from operating in the US.
Any sale must take place on or before 19 January or the ban will come into effect.
The implications for global brands and advertisers are huge, whatever the outcome, and it will likely raise many questions about the way brands interact with social media platforms in future.
So we’ve put out the call to our industry experts to ask how they see the path ahead.
(This story will be constantly updated over the next few days as we receive more comments…)
Emily Green, Content and Culture Strategist at Buttermilk
“The TikTok ban is an opportunity – a wake-up call for businesses to invest in creators for the long haul. Smart businesses will use this moment to rethink engagement strategies, embrace value-driven storytelling and explore new, meaningful ways to connect with their audiences.
“With 49% of creators favouring long-term campaigns as their preferred way to work with businesses, now is the time to focus on building these relationships.
“The ban presents an opportunity to build genuine, cross-platform relationships that go beyond one-off campaigns, as well a chance to support and reassure creators and their communities when they most need it – in the midst of uncertainty.”
Nick Morgan, Founder and CEO, Vudoo (Headshot)
“The potential of a TikTok ban taking full effect should be a wake-up call for brands to diversify their strategies beyond a reliance on closed ecosystems like social media platforms.
“The value of these walled gardens is inherently volatile, fluctuating with the changing preferences of audiences at any given moment.
“This creates an unsustainable foundation for long-term growth.
“To ensure lasting success, brands must prioritise ownership of their targeting strategies.
“This is a marathon, not a sprint, but continuing to place all your assets in rapidly shifting platforms is a high-risk approach.
“By investing in content commerce strategies across the open web, brands can gain control over their data, secure greater independence, and build more resilient, future-proof strategies.”
Harry Sandhu, Senior Creative, Jung von Matt London
“TikTok’s potential US ban isn’t just a political flashpoint, it’s a gut punch for brands who’ve grown too comfortable.
“For years, brands have ridden the wave of “Don’t make ads. Make TikToks,” thinking they’d cracked culture by leaning into chaos and chasing relatability. But here’s the question: when the platform goes, what’s left of your strategy?
“TikTok wasn’t magic because of trends or algorithms. It thrived because it made creativity feel human again; raw, unpolished, and unapologetically real.
“But too many brands mistook randomness for resonance. They relied on virality instead of substance. And now, as the ground shifts, it’s clear: creativity tied to a platform is creativity without roots.
“This moment isn’t about panic, it’s about progress. If TikTok disappears, take what it taught us: the power of human connection, the immediacy of culture, the bravery to strip back the polish.
“But this time, go deeper. Stop chasing the next viral hit and start building ideas that outlast platforms. Stories that connect. Ecosystems that thrive on truth, not trends.
“Don’t make ads. Make TikToks” wasn’t wrong, it was just incomplete. It was never about the platform; it was a challenge to think differently. To make work that feels alive.
“If you’re still waiting for a platform to tell you how to show up, you’re not making creativity, you’re outsourcing it.
“When TikTok’s gone, and let’s face it, platforms always go, what will remain is the strength of your ideas. The courage of your voice. The stories you told. So, stop building on borrowed land and start creating for something bigger.
“Because the real rallying cry isn’t ‘Don’t make ads.’ It’s ‘Make something that matters.’”
Joe Moring, Social Director, SHARE Creative
“The uncertainty of TikTok’s future in the U.S. is a watershed moment in the volatile world of social media. But its ripple effects in the UK might be less dramatic.
“TikTok thrives on its passive, dopamine-driven engagement—users don’t visit for a specific purpose; they scroll, they consume, they repeat. That’s still going to happen even without US creators being on the platform.
“The algorithm will continue to serve content, and while organic reach may dip, it will still be a useful part of the marketing mix.
“For brands, there is a lesson here – diversify. Don’t pin your social strategy on a single platform, especially as geopolitical tensions threaten to reshape the digital landscape.
“And for brands targeting U.S. audiences? Sit tight for now. The algorithm can wait; let’s see how this unfolds.”