The 24-Hour TikTok Ban: A Glimpse Into the Fragile Future of Social Media

January 19, 2025

The TikTok ban in the U.S., brief as it was, is a sobering reminder that the digital platforms we’ve come to rely on for connection, creativity, and commerce can also be pulled out from under us like a proverbial rug.

For influencers and brands, the ban highlighted the fragility of putting all their eggs in one basket.

TikTok’s meteoric rise has been a boon for the creator economy, but moments like these underscore the importance of diversification. It’s a bit like investing in the stock market: you wouldn’t bet everything on a single stock, no matter how promising.

Brands and creators will need to hedge their bets, spreading their content and engagement strategies across multiple platforms - an approach most have already begun to adopt.

In the long run, this kind of diversification could prove beneficial, forcing the industry to innovate and explore new ways to connect with audiences. After all, nothing pushes creativity quite like necessity.

For the Australian creator economy, the U.S. ban casts a long shadow.

Even though TikTok continues to thrive here, creators and brands can’t help but notice the writing on the wall - or at least the warning signs.

The platform has been a game-changer, particularly for younger audiences and niche communities, but its future now feels less certain. As a result, many may start seeking out digital "insurance policies" by investing in other platforms like Instagram Reels, YouTube Shorts, or even Snapchat, which continues to hold a loyal, if quieter, audience. There’s also potential for new players to enter the field. Imagine a local Australian platform stepping up to fill the void.

For brands and creators alike, the key takeaway is simple: don’t build your entire empire on rented land. Own your audience through direct channels like newsletters, websites, and even physical events to reduce dependence on any one platform.

When it comes to advertising spend and influencer strategies, a potential TikTok ban represents a seismic shift. Brands that have poured millions into TikTok campaigns will need to reassess where their audiences live and how to reach them effectively.

In Australia, where TikTok has been a dominant force, we might see significant funds reallocated to platforms like Instagram and YouTube, which offer more mature advertising ecosystems and detailed analytics. Especially given these platforms have shopfronts, compared to TikTok’s shop only (currently) being available in the U.S.

Beyond these giants, niche platforms and even content-driven initiatives like podcasts or livestreaming on Twitch could gain traction. There’s also the question of whether brands will prioritise safety over trendiness - favouring platforms with a long history of stability over those prone to regulatory hiccups.

It’s a moment of recalibration, and while it may feel disruptive, it could also usher in a more balanced and diversified approach to influencer marketing.

As for whether a TikTok ban could happen in Australia, it’s not outside the realm of possibility, particularly during an election year when national security concerns are front and center, and the recently announced social media ban for children under 16.

The U.S. situation serves as a cautionary tale, and Australian lawmakers could use similar reasoning to justify a ban if tensions with China escalate or public sentiment turns against the platform. It wouldn’t be the first time they followed decisions made first in the U.S.

Such a move would undoubtedly send shockwaves through the local creator economy, but it would also force a reckoning. Brands and creators would need to accelerate their diversification plans, moving to platforms seen as "safe havens" while also experimenting with new formats and engagement strategies.

The silver lining?

A shift away from a single-platform reliance could lead to more robust, creative, and unexpected ways of connecting with audiences - proof that sometimes, being forced out of your comfort zone is the best thing that can happen.

These thoughts were originally submitted to B&T as part of their article, ‘Irreplicable Influence’ & ‘Forced Diversification’: Industry Leaders Weigh In On The Shifts The TikTok Ban Signal In The Global Creator Economy.


Words by Blair Ellis.