On December 6, the DC Circuit Court of Appeals ruled to uphold the TikTok ban. Three days later on December 9, TikTok filed an emergency motion for an injunction to stop the ban from taking effect (which would happen on January 19, 2025) until the company’s appeal is heard by the US Supreme Court.
For context, the TikTok ban would require ByteDance to divest their stake in the app to US ownership. If they do not comply, the law does not actually call for the app to suddenly be removed from users’ phones, but that it be removed from Apple and Google’s app stores. This would mean no additional downloads or app updates, although most Americans already have the app on their phones.
There are three possible outcomes now that TikTok has filed their motion:
- The Supreme Court strikes down the ban. In this case there would be no change of ownership or disruption to TikTok users.
- The Supreme Court delays the decision. This would push out any final action beyond the current January 19th date.
- The Supreme Court upholds the ban and TikTok is forced to sell to US ownership or have the app removed from Apple and Google’s app stores.
Linqia will continue to plan and execute creator campaigns on TikTok, and encourage partners to operate as business as usual until the Supreme Court provides more clarity.
In the event a ban does take effect, we expect degradation of reach on TikTok to be slow and take place over time. To compensate, we would have creators cross post to other channels like Reels and Shorts, and/or pivot paid media amplification to Instagram and YouTube.
But until a ban is implemented, we recommend brands continue their work on TikTok to engage with the 170 million Americans who use the app.
Want more updates? Subscribe to our newsletter at www.linqia.com/subscribe to never miss what’s new in influencer marketing and social media.
