Ban or no ban, TikTok’s “brainrot” content isn’t going anywhere
Whether you love it or love-to-hate it, TikTok’s fate hangs in the balance.
(Updated 1/21/2025)
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, “Sorry, TikTok isn’t available right now.”
But in a dramatic turn of events, the app regained functionality just hours later—after 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’s app stores.
Now, we’re back to waiting, unsure whether TikTok’s 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’s future remains in question. Here’s what’s happening, what it means, and how your brand can stay ahead.
The evolution and ethos of TikTok
TikTok’s 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. Fueled 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 “brainrot” content—a mix of absurd humor, 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’t just entertainment—it’s 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.
“I don’t think any one platform can fill in the gaps with the capabilities that TikTok offers …”
“… But the Snapchat Discovery page could emerge as a competitor for brands and publishers that would’ve originally gone to TikTok—if 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
What the ban will mean for brands
The TikTok ban will impact users and brands in several key ways:
- App Store removal: TikTok will no longer be available for download, and updates will cease—eventually rendering the app outdated.
- Content degradation: Without updates, video quality and app functionality will decline, making TikTok less viable over time.
- Existing users: Current users can continue scrolling, but new users will be unable to join, and creators may shift focus to other platforms.
“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.”
“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
Steps to take right now
Diversify short-form video strategies
- Prioritize Instagram Reels and YouTube Shorts: These platforms are the most logical alternatives for short-form vertical videos.
- Monitor emerging platforms: Keep an eye on apps like Red Note and Lemon8, but wait to see if they gain traction before investing heavily.
Prepare for reactive content without TikTok
- Shift trends to other platforms: Platforms like Instagram Stories and X can become new hubs for reactive content.
- Explore Reddit for insights: Leverage Reddit Pro accounts to monitor trends and social conversations across subreddits.
Adapt creator strategies
- Reassign influencers: Work with creators on Instagram Reels and YouTube Shorts to maintain reach.
- Explore Snapchat: Its robust AR tools and expanding creator ecosystem offer unique opportunities for brands.
Safeguard your TikTok assets
- Download and archive top-performing videos.
- Export analytics and save account preferences to preserve historical data.
“Many of the creators we collaborate with on TikTok also post on Instagram. It’s valuable to reach audiences on both platforms, especially since there are more paid targeting opportunities on Meta.”
“These creators won’t just stop working—they’ll 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.”
Alexi Mojsejenko, Account Director
Global impact and what comes next
A TikTok ban in the U.S. does not directly affect the app’s 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—which currently make up nearly 120 million accounts, according to Statista—could diminish TikTok’s global appeal. U.S. creators often drive trends that resonate internationally, and their departure might alter the app’s 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’s 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’s story remains compelling—with or without TikTok.
