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TikTok On The Clock: What a US ban could mean for the UK

  • Writer: John Price
    John Price
  • Jan 20
  • 3 min read

As of 19 January 2025, TikTok faced a temporary US ban over national security concerns. The Supreme Court demanded ByteDance divest its US operations. However, President-elect Trump announced an executive order delaying the ban, allowing time to find a buyer. TikTok has since begun restoring its services in the US.



A blue analogue clock breaking in to pieces in the sky
TikTok clock’s ticking... Are you ready for the unexpected?


Keep reading to uncover how this could impact TikTok’s future in the UK and what steps you can take to stay prepared.


1. Shifts in Platform Prioritisation


If TikTok loses momentum in the US, global brands may deprioritise the platform in favour of alternatives like Instagram Reels, YouTube Shorts, or even newer entrants. UK-based businesses might also shift resources to these platforms to align with global strategies, potentially limiting TikTok's dominance in the UK.


2. Reduced Global Advertising Budgets


A US ban could result in reduced ad revenues for TikTok, leading to less investment in platform features, global advertising support, and tools that benefit UK marketers. Smaller marketing budgets for TikTok could make it harder to run cost-effective campaigns.


3. Content Trends and Virality


TikTok’s virality thrives on global trends, many of which originate in the US. A ban there could dampen the cross-pollination of trends and reduce the diversity of viral content accessible in the UK. The UK TikTok ecosystem might become more insular and less influenced by global trends.


4. Influencer Marketing Disruption


Many TikTok influencers collaborate with US-based creators or target American audiences. If the US audience is no longer available, UK creators could lose significant revenue streams and engagement opportunities. This could also affect brands seeking to tap into international influencer campaigns.


5. Potential Policy and Regulatory Impacts


A US ban might embolden UK regulators to scrutinise TikTok more closely, particularly around data privacy and national security concerns. Stricter policies or additional regulations in the UK could create uncertainty for marketers and advertisers using the platform.


6. Opportunities for UK Growth


On the flip side, if TikTok pivots to focus more on regions outside the US, the UK might benefit from increased investment in platform improvements, marketing support, and regional campaigns. UK brands could see new opportunities to stand out in a less US-dominated platform landscape.


7. Cultural Shifts in Content Consumption


The absence of American creators and trends might shift UK users' content preferences, creating opportunities for more locally relevant content. Businesses and creators who cater to uniquely British tastes and humour may gain traction.



Woman with her hands on her head screaming in panic
US ban looming? Time to hit "prep mode" and secure your TikTok game!

While the full extent of the US ban’s ripple effects on the UK remains uncertain, it’s clear that businesses and creators need to stay agile. By understanding the potential shifts and planning ahead, you can adapt your social media strategy to ensure continued growth and engagement—no matter what happens.


  • Diversify Social Media Strategies: Invest in multiple platforms like Instagram, YouTube, or emerging platforms like Threads to avoid overreliance on TikTok.

  • Monitor Audience Behaviour: Stay alert to how your UK audience adapts their social media usage if TikTok's global presence shifts.

  • Focus on Local Trends: Emphasise content that resonates with UK audiences and builds a strong local presence.



The word prepare written on a black board in chalk
Don’t wait for the panic to set in – be the boss of your social media prep now!

A TikTok ban in the US could send shockwaves to the UK, too. With global advertising budgets shrinking, TikTok might scale back on platform updates, and the loss of US-based creators could put a damper on the trends that often fuel UK content. If you’re a business depending on TikTok, it’s time to get ready for possible regulatory changes, platform shifts, or even hiccups in app availability.


So, what should UK businesses and creators do? Diversify your social media strategy, keep an eye on how your audience is reacting, and make sure your content feels personal and relevant to local trends. By staying flexible, informed, and creative, you’ll be ready to keep thriving no matter how TikTok’s future plays out.

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