You’d have to be living under a rock not to be aware of the global headlines generated by the pending TikTok ban in the U.S. However, following the nationwide ban on 19 January, President Trump signed an executive order halting the ban for 75 days, so the future of the app, used by 170 million people in the U.S., remains uncertain. 

This edition of Muse recaps the reasons for the potential TikTok ban and what we can expect next.

Why the Ban?

The concern over data privacy and national security lies at the heart of the issue. US authorities worry that TikTok’s Chinese parent company, ByteDance, could be compelled by the Chinese government to hand over user data. TikTok has repeatedly denied these claims, asserting that the data is stored securely in the US with backups in Singapore. However, these assurances haven’t been enough to quell concerns of the then-Biden administration.

When did it start?

The scrutiny of TikTok began during President Trump’s first term, when concerns about national security were raised. This led to attempts to force a sale of TikTok to a US company. While these efforts were unsuccessful, the Biden administration has continued expressing concerns and pursuing a ban.

What was the impact?

The looming U.S. TikTok ban led to a surge of “TikTok Refugees” joining the Chinese app RedNote (Xiaohongshu), which gained nearly 3 million U.S. users in a single day, propelling it to the top of app store download rankings. This shift reflects a significant migration as U.S. TikTok usage declined, with users seeking alternatives to preserve their social media presence.

Content creators and business owners who depend on TikTok for their livelihoods expressed concerns about the severe impact the ban could have on their incomes and the broader economy. A TikTok-commissioned study by Oxford Economics revealed that, in 2023 alone, the app contributed over $24 billion and supported 200,000 jobs in the U.S.

What’s Next?

The future of TikTok in the US remains uncertain. While the ban is halted until 5th April, there’s still a possibility of a last-minute deal or legal challenges that could change the outcome. The potential ban of TikTok highlights the governmental concerns surrounding data privacy and national security in the digital age. It also underscores global companies’ challenges in a complex political landscape. 

Continue reading our next blog to find out what this potential ban may mean for brands and communicators.