Can TikTok Survive in the US?

By The Malketeer 

Trump’s Role in the Platform’s High-Stakes Drama

TikTok, the app that transformed the way we share, create, and consume content, faces an uncertain future in the United States.

With a nationwide ban looming on January 19, all eyes are on President-elect Donald Trump, who might just hold the key to its survival.

TikTok’s Last Stand: A Legal and Political Showdown

On Monday, TikTok’s parent company ByteDance made a desperate move by filing an emergency injunction with the U.S. Supreme Court to block a ‘divest-or-ban’ law passed in April.

The legislation demands ByteDance either sell TikTok to a non-Chinese buyer or face an outright ban in the U.S., citing national security concerns.

However, ByteDance has consistently refused to divest, claiming the law violates the First Amendment rights of the app’s 170 million American users.

While TikTok’s lawyers argue that Congress has overstepped by imposing a broad and unprecedented restriction on free speech, bipartisan support for the ban remains strong.

Lawmakers claim the app poses a risk to national security due to ByteDance’s alleged ties with the Chinese government — though no concrete evidence of data misuse has been presented.

Enter Trump: Opportunist or Saviour?

President-elect Donald Trump’s involvement has added a layer of unpredictability to TikTok’s plight.

Despite supporting a ban during his first term, Trump’s stance has softened.

At a press conference, he credited TikTok with energising his campaign and expressed a “warm spot” for the platform.

Following his meeting with TikTok CEO Shou Zi Chew at Mar-a-Lago, speculation is rife that Trump could intervene.

But what’s in it for him?

Media industry veteran Lou Paskalis describes Trump as a political opportunist.

“He’s meeting with TikTok to see what’s in it for him. Could they buy [Trump’s platform] Truth Social? Could they help him build an audience for his next four years in office? There are a lot of compelling offers TikTok could make,” says Paskalis.

What Does the Supreme Court Think?

The Supreme Court’s decision to pick up TikTok’s case remains uncertain.

With issues spanning national security, free speech, and commerce, the case has far-reaching implications.

A narrow ruling could focus on the constitutional legality of the law, without setting sweeping precedents for tech or free expression.

Social media expert Jasmine Enberg believes TikTok’s reliance on Trump and the Court is a “shaky strategy.”

She warns, “Trump may have a ‘warm spot’ for TikTok, but his policy positions are hard to decipher. In the end, he’s likely to act in his own interest.”

The Stakes for Marketers and Brands

The stakes for TikTok extend beyond its millions of everyday users.

For marketers and brands, the app is a lifeline.

TikTok’s 7 million U.S.-based organisations drive US$16 billion annually in ad revenue and social commerce.

A ban would force these brands to pivot their strategies, potentially losing access to a younger, highly engaged audience.

“TikTok’s ability to engage Gen Z and millennials is unparalleled,” says Mike Allton, Head of Strategic Partnerships at Agorapulse.

“A ban would not only impact creators financially but also leave a gap in the social media landscape for marketers.”

Trump’s Next Move Could Be Pivotal

With the clock ticking, ByteDance may consider concessions to ease lawmakers’ concerns.

Expanding an existing agreement to store U.S. user data exclusively on American soil could be one solution.

However, bipartisan support for the ban suggests reversing the law will be an uphill battle.

As Trump prepares for his January 20 inauguration, his actions — or lack thereof — could define TikTok’s future in the U.S.

Whether he’ll emerge as the app’s saviour or use its predicament as leverage for his personal gains remains to be seen.

Brands Brace for Impact

For now, businesses are weighing their options.

Some are exploring alternative platforms, while others remain hopeful that TikTok will find a way to survive.

Meanwhile, creators and users have taken to social media to voice their concerns, with many pointing to the financial and cultural losses a ban would bring.

TikTok’s battle is far from over.

But one thing is clear: the platform’s fate will shape the future of social media, marketing, and digital engagement in the U.S. — and perhaps, globally.

Contents for this story has been curated from various sources. Stay tuned to Marketing Magazine  for the latest updates on TikTok, and the intersection of politics and digital platforms.