Executive order gives TikTok 75 more days in the US and Instagram capitalises on the disruption
It’s been a hectic few weeks for TikTok as its impending US ban on 20th January loomed. The app did officially shut down, with a “sorry, TikTok isn’t available right now” message displayed across US users on Monday.
TikTok influencers, users and advertisers were pleased to see that President Trump has now signed an executive order to give TikTok 75 more days to find a solution focusing on “avoiding an abrupt shutdown of a communications platform used by millions of Americans”.
Despite TikTok’s very swift return to the US audience, Instagram has been quick to capitalise on its potential demise, launching its own rival to TikTok’s video editing app Capcut, Edits, on the same day as the ban. The future is still uncertain for TikTok, as it is still technically banned in the US. However, it’ll be interesting to see if Instagram continues to reap the benefits of the uncertainty or if other platforms, like Rednote, will see more growth.
We spoke with Matt Jackson, Founder of Socially-M, who told us:
Expert opinion
Matt Jackson, Founder of Socially-M
"The TikTok reprieve in the US, whether through a deal, policy shift, or legal ruling, could have significant ripple effects across the marketing industry and for social media stakeholders worldwide. For brands that rely on TikTok for engagement, a reprieve would remove uncertainty. Many companies have been reconsidering ad spending and influencer partnerships due to the potential ban. If TikTok remains in the US, platforms like Instagram Reels, YouTube Shorts, and Snapchat Spotlight will still face fierce competition. TikTok has become a primary income source for influencers. A reprieve means continued growth of influencer-driven marketing, particularly for Gen Z audiences. Brands will maintain or increase influencer partnerships on TikTok instead of shifting to other platforms and we could see the potential expansion of TikTok Shop, strengthening its role in social commerce. For marketers, brands, and content creators, a TikTok reprieve is good news because it ensures stability, audience retention, and continued innovation in the short-form video space. However, the wider regulatory debate on data privacy, national security, and platform governance is far from over, meaning businesses must stay adaptable and prepared for future shifts. While a reprieve may provide short-term stability, TikTok will still face long-term political scrutiny"
