On Jan. 18, 2025, TikTok users in the U.S. faced a shocking reality when the app shut down just hours before a federal ban was set to take effect. A notification popped up, reading: “A law banning TikTok has been enacted in the U.S. Unfortunately, that means you can’t use TikTok for now.” The ban, initiated over national security concerns, stemmed from fears about TikTok’s parent company, ByteDance, which is based in China. Governments, including the U.S., have raised alarms over how user data is collected and whether it could be accessed by foreign entities.
However, within 12 hours, TikTok was back online for many users with a notification announcing its return: “As a result of President Trump’s efforts, TikTok is back in the U.S.!” The executive order granted TikTok a 75-day extension, giving ByteDance more time to sell its U.S. operations or comply with government regulations. For millions of American users, the quick return brought relief, especially among younger audiences who rely on TikTok for entertainment, connection, and creativity.
The potential ban sparked concern, particularly among influencers, small businesses, and aspiring artists who use the app to promote themselves or generate income. TikTok has become a critical platform for self-promotion, with countless creators building careers through viral videos. A ban threatened to disrupt their livelihoods and marketing strategies.
When the app was temporarily unavailable, many users attempted to switch to alternatives like YouTube Shorts, Instagram Reels, or Rednote. However, they found these platforms less appealing and less welcoming compared to TikTok. Users reported feeling that the content on these alternatives lacked the same engaging touch that TikTok offers.
This sense of loss was particularly evident among students, showcasing just how central TikTok has become to their daily lives.
“I was devastated. When it got banned, I kept reopening it like it was muscle memory,” expressed Mason Khuu, junior. In TikTok’s absence, Khuu tried alternative platforms like Rednote and Lemon8 but admitted, “It didn’t hit like TikTok.”
For others, TikTok’s unique content and community have set it apart from competitors. Many users found themselves missing the algorithm that had curated their feeds to perfectly match their interests, from specific content creators to niche topics. Nathan Hoe, junior, explained how TikTok fits into his daily routine.
“Most of the time, it’s just for the content people post. Whenever I’m eating something or when I get bored, I’ll use TikTok,” Hoe explained. While he occasionally uses Instagram Reels, he finds TikTok’s algorithm more engaging and its content better suited to his interests.
The ban also highlighted economic concerns for businesses that rely on TikTok for marketing. Small businesses, in particular, use the platform to reach new audiences, with TikTok ads and trends driving sales. A prolonged shutdown would have forced many to seek alternative ways to connect with their customers, likely at a higher cost.
As TikTok’s parent company, ByteDance, works to meet the government’s demands, questions remain about the app’s long-term future. If ByteDance cannot sell its U.S. operations within the 75-day extension, another ban could occur. For now, users are enjoying the reprieve, but uncertainty continues to loom.
