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Last update: 1/21, 3:00 p.m.
TikTok and CapCut Removed from App Stores, Access Restored for Existing Users
After a dramatic loss of access—and quick return for existing users—the TikTok ban has taken place in the U.S. over the weekend.
As a savvy arts marketer, you’ve likely been following the news about the beloved video app, but may not be sure what it all means for your organization. Here’s what we know, don’t know, and recommend as of now.
Key Dates:
Late 2024: TikTok’s parent company, ByteDance, was faced with a difficult choice: to sell the company by January 19, or be effectively banned in the U.S.
January 10: The Supreme Court heard legal challenges by ByteDance and arguments that banning the app violated the First Amendment.
January 17: the Supreme Court ruled in favor of banning the app if not sold to an American buyer by January 19, concluding that a ban did not infringe upon Constitutional rights.
January 18-19: TikTok became inaccessible in the U.S. late on January 18, only to be restored on January 19—for existing users only—with a message that TikTok was back “as a result of President Trump’s efforts.” The app is removed from the App Store but functioning for existing users, along with CapCut and other apps owned by ByteDance. It’s not yet clear how Trump will address the ban moving forward.
What We Know
App Access:
The TikTok and CapCut apps are no longer in app stores. After a brief delay, access is restored on both apps for existing users in-app and in-browser. It’s not clear how long the apps will remain functional. You are not required to delete the apps from your phone.
Advertising on TikTok:
TikTok paused ad campaigns for 12-14 hours starting late in the day on January 18, through the afternoon of January 19. Campaigns were then automatically restarted, once the app was accessible again. TikTok does expect some temporary instability in its advertising services.
What We Don’t Know
Advertising on TikTok:
There may be changes to U.S. audience sizes as users return to the app—those who deleted the app during the ban are unable to re-download it. We expect the ads platform to be accessible through mid-April.
Using the current app:
We expect the app to continue to function for another 75 days for users who already have it installed.
What happens if TikTok sells:
If the app is sold, its future is still hazy. Severing ties with ByteDance would also sever ties with TikTok’s famed algorithm—also the crux of its national security concerns—and would likely look and function differently under new ownership.
Action Items For You
1. Create a Contingency Plan
If your organization relied on TikTok for marketing or communications, it’s time to pivot. Consider alternative platforms such as:
- Instagram Reels: This platform is familiar and widely used.
- YouTube Shorts: A strong alternative with a large user base and global reputation.
2. Plan to End Paid Campaigns within 75 daYs
Current campaigns did not end on January 19 as previously stated. We expect campaigns to be able to run through mid-April, but recommend not beginning any new campaigns.
3. Save Your TikTok Content
If you create your TikToks directly in the app and do not have copies saved, download your TikTok videos to ensure you can repost them on other platforms.
4. Download Your TikTok Analytics
Export your TikTok analytics data. While it is uncertain how useful this information will be in the future, having it on hand for now is better than losing it altogether if things change.
5. BECOME FAMILIAR WITH CAPCUT ALTERNATIVES
While CapCut functionality is restored for most existing users, it’s in the same metaphorical boat as TikTok. Now is a great time to investigate other options for editing video. Instagram and YouTube have in-app editing features; you may also want to explore Canva, Adobe Express, iMovie, Mojo, or BigVu.
We know this is a challenging and disappointing time for arts organizations that have cultivated engaged audiences on TikTok. Stay connected with us as we continue to monitor this situation and provide updates. Together, we can find creative solutions to sustain your digital marketing efforts.