{"id":4282221,"date":"2025-01-16T20:23:31","date_gmt":"2025-01-16T18:23:31","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/despite-the-tiktok-ban-brainrot-content-isnt-going-anywhere\/"},"modified":"2025-12-04T17:50:24","modified_gmt":"2025-12-04T15:50:24","slug":"despite-the-tiktok-ban-brainrot-content-isnt-going-anywhere","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-au\/insight\/despite-the-tiktok-ban-brainrot-content-isnt-going-anywhere\/","title":{"rendered":"Ban or no ban, TikTok’s \u201cbrainrot\u201d content isn’t going anywhere"},"content":{"rendered":"
\n\t\n\t\t\n\t\t\t<\/mask><\/g><\/svg>\t\t\t\n\t\t\t\tInsights\t\t\t<\/span>\n\t\t<\/div>\n\t<\/div>\n\tBan or no ban, TikTok’s \u201cbrainrot\u201d content isn’t going anywhere<\/h1>
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\n\t\tSean Donnelly\t\t
\n\t\tSenior Social Strategist \n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\n\t\t\t\t\tDate\t\t\t\t<\/span>\n\t\t\t\t\n\t\t\t\t\tJanuary 16, 2025\t\t\t\t<\/span>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n<\/div>\n\n\n\tWhether you love it or love-to-hate it, TikTok\u2019s fate hangs in the balance. <\/p>\n\t(Updated 1\/21\/2025)<\/em>

On Saturday, January 18, the United States federal ban on the app took effect, disappointing millions of users and content creators as they were greeted on TikTok with a message saying, \u201cSorry, TikTok isn\u2019t available right now.\u201d

But in a dramatic turn of events, the app regained functionality just hours later\u2014after incoming President Trump announced plans for an executive order to delay enforcement of the ban. He signed the order on Monday, January 20, restricting the attorney general from enforcing the law for 75 days. While the app is accessible to existing users, it remains unavailable on Google and Apple\u2019s app stores.\u00a0

Now, we\u2019re back to waiting, unsure whether TikTok\u2019s parent company ByteDance will secure a U.S. buyer or face another outcome. For brands, this means planning for multiple scenarios while staying agile in a world where TikTok\u2019s future remains in question. Here\u2019s what\u2019s happening, what it means, and how your brand can stay ahead.<\/p><\/div>\n\t\n\t<\/div>\n\n\n\tThe evolution and ethos of TikTok<\/h2>\n\tTikTok\u2019s journey has been nothing short of a cultural phenomenon, reshaping the way we engage with content and each other online. It burst onto the scene with viral dances and lip-sync challenges that captivated millions. Fuelled by stay-at-home orders and increased screentime during 2020, TikTok created a new era of internet fame, where users could achieve overnight stardom through unprecedented virality.

As the platform matured, it evolved into a digital conversation hub. The rise of features like stitching and duets turned TikTok into a space for interaction, reaction, and remixing creativity. Creator houses blurred the lines between personal content and collective brand-building, fostering ecosystems of influence.

Today, TikTok is defined by what many call \u201cbrainrot\u201d content\u2014a mix of absurd humour, ironic trends, and low-effort, high-impact videos. This reflects the cultural zeitgeist of Gen Z, a generation coping with societal challenges through satire, absurdity, and irony. For them, brainrot content isn\u2019t just entertainment\u2014it\u2019s a means of connection and pushing back against overly polished media. Even if TikTok disappears in the U.S., this ethos will migrate to platforms that embrace chaos and unfiltered creativity.

For brands, the takeaway is clear: Success lies in embracing authenticity, imperfection, and quirkiness. Younger audiences value relatability over polish, and brands that lean into these qualities will remain relevant, regardless of platform.\u00a0<\/p><\/div>\n\t\n\t<\/div>\n\n\n\t\n\t\t\t\t\t\n\t\t\t\n\t“I don\u2019t think any one platform can fill in the gaps with the capabilities that TikTok offers …” <\/p>\n\t“… But the Snapchat Discovery page could emerge as a competitor for brands and publishers that would\u2019ve originally gone to TikTok\u2014if refined and with more care and strategy, it could be a more intentional experience for users seeking news, and an impactful one for brands.”

Rachel Caires, VP of Design<\/em><\/p><\/div><\/div>\n\n\n\tWhat the ban will mean for brands<\/h2>\n\tThe TikTok ban will impact users and brands in several key ways:<\/p>\n\n\t
  • App Store removal<\/strong>: TikTok will no longer be available for download, and updates will cease\u2014eventually rendering the app outdated.<\/li>
  • Content degradation<\/strong>: Without updates, video quality and app functionality will decline, making TikTok less viable over time.<\/li>
  • Existing users<\/strong>: Current users can continue scrolling, but new users will be unable to join, and creators may shift focus to other platforms.<\/li><\/ul>\n<\/div>\n\t\n\t<\/div>\n\n\n\t\n\t\t\t\t\t\n\t\t\t\n\t“Instagram does a lot more work to push branded content for better or worse, and so I expect most of the brands out there will immediately look to Instagram vs an emerging platform.” <\/p>\n\t“One platform to watch is Lemon8, a sister app to TikTok developed by ByteDance. The two platforms are integrated, allowing users to transfer their followers automatically. While Lemon8 could be affected by the TikTok ban, some TikTok users are speculating that it might serve as a backup option.”

    Annie Zaruba-Walker, Producer<\/em><\/em><\/p><\/div><\/div>\n\n\n\tSteps to take right now<\/h2>\n\t\nDiversify short-form video strategies<\/h3>\n\n\n\t
  • Prioritise Instagram Reels and YouTube Shorts: These platforms are the most logical alternatives for short-form vertical videos.<\/li>
  • Monitor emerging platforms: Keep an eye on apps like Red Note and Lemon8, but wait to see if they gain traction before investing heavily.<\/li><\/ul>\n\n\u00a0Prepare for reactive content without TikTok<\/h3>\n\n\n\t
  • Shift trends to other platforms: Platforms like Instagram Stories and X can become new hubs for reactive content.<\/li>
  • Explore Reddit for insights: Leverage Reddit Pro accounts to monitor trends and social conversations across subreddits.<\/li><\/ul>\n\nAdapt creator strategies<\/h3>\n\n\n\t
  • Reassign influencers: Work with creators on Instagram Reels and YouTube Shorts to maintain reach.<\/li>
  • Explore Snapchat: Its robust AR tools and expanding creator ecosystem offer unique opportunities for brands.<\/li><\/ul>\n\nSafeguard your TikTok assets<\/h3>\n\n\n\t
  • Download and archive top-performing videos.<\/li>
  • Export analytics and save account preferences to preserve historical data.<\/li><\/ul>\n<\/div>\n\t\n\t<\/div>\n\n\n\t\n\t\t\t\t\t\n\t\t\t\n\t\u201cMany of the creators we collaborate with on TikTok also post on Instagram. It\u2019s valuable to reach audiences on both platforms, especially since there are more paid targeting opportunities on Meta.”<\/p>\n\t“These creators won\u2019t just stop working\u2014they\u2019ll adapt and shift their content to platforms like Instagram, YouTube Shorts, and others to stay engaged with their audience. It will be up to you to monitor whether creators are focusing on different platforms.\u201d

    Alexi Mojsejenko, Account Director<\/em><\/em><\/em><\/p><\/div><\/div>\n\n\n\tGlobal impact and what comes next<\/h2>\n\tA TikTok ban in the U.S. does not directly affect the app\u2019s operations in Europe, where the platform continues to thrive. In the European Union (EU), regulatory frameworks like the General Data Protection Regulation (GDPR) and the Digital Services Act (DSA) govern data privacy and protect users from foreign influence. These measures make a U.S.-style ban unlikely in the near future.

    However, the absence of American creators and users\u2014which currently make up nearly 120 million accounts, according to Statista\u2014could diminish TikTok\u2019s global appeal. U.S. creators often drive trends that resonate internationally, and their departure might alter the app\u2019s cultural relevance. For users in DACH and across Europe, TikTok will remain available, but its dynamics might shift significantly without American participation.

    For brands operating globally, this underscores the need to monitor regional differences and adapt strategies to maintain relevance in diverse markets.

    Even though TikTok\u2019s future may not look bright in the U.S., the demand for creative, authentic, and relatable content remains constant. By diversifying strategies, staying agile, and understanding cultural shifts, you can navigate this uncertain period and continue to build meaningful connections with your audiences.

    Adapt now, and ensure your brand\u2019s story remains compelling\u2014with or without TikTok.<\/p><\/div>\n\t\n\t<\/div>\n\n
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