On January 18^th 2025, TikTok suspended its services in the US. Swathes of the app’s 171 million US-based users had spent the 72 hours prior posting emotional goodbyes, reflecting on the glory days of lockdown trends, and some even confessing to lies they’d told on the app, all coming together to create a short-form swan song for the social media platform.

…And then, not 12 hours later, it was back.

The app’s user base is no doubt delighted at its return, but it faces an uncertain future. Though the ban was imposed under Biden’s Foreign Adversary Controlled Apps Act of 2024, it was initially announced by Trump in his first presidency, and could be upheld in his second term. At present, the ban has only been postponed by 72 days, not overhauled. Bytedance has been served an ultimatum: TikTok must find a US company to share 50% ownership with, or face being banned permanently.

Marketers across all industries have been scrambling to adapt to such a seismic shift in the social media landscape. American viewers represented a loyal consumer base, spending an average of 51 minutes a day on the app interacting with brands and influencers. Over 500,000 businesses were selling their goods & services through TikTok shop to American consumers. As anyone who works in marketing will know, user-generated content has changed the game. Gen-Z in particular are more than happy to document their lives online, which oftentimes involves posting unsponsored reviews of their favourite products or filming trips to new bars, cafes, restaurants, and attractions. This organic social content has had a hugely positive impact on untold numbers of small businesses and start-ups.

Because of this, student marketing faces its own unique challenges. Roughly 45% of TikTok users are Gen-Z, which means around 75 million American Gen-Zers are active on the app – a massive potential customer base. This isn’t a passive audience either – it’s been reported that 40% of Gen-Z are more likely to turn to TikTok search than Google for recommendations for anything from travel to beauty, and brands need their products to be the ones viewers see when they scroll for an answer.

It is of course possible that the TikTok ban won’t pass in 2025, which would be the ideal scenario. Bytedance may find a US buyer to take 50% ownership. For argument’s sake though, let’s say the ban is upheld – what’s next for student marketers?

There’s a strong case for a multichannel approach from brands going forward. When partnering with influencers, choose those who have a strong presence across multiple platforms, such as Instagram and Twitch. Influencers will need to be strictly vetted before being contracted, as many took to TikTok prior to its ban to make a last-minute confession of faking content over the years. Distrust of certain influencers, particularly in the American market, will be higher than before, and agencies need to do their due diligence to make sure they’re onboarding credible, trustworthy brand representatives.