Should I Stay or Should I Go?
A Marketer’s TikTok Guide

TikTok has made its comeback, but the recent TikTok ban episode has left many marketers wary. What if this isn’t the last time? Discussions around a TikTok ban in 2025 and the chance of the platform being banned in the US are still swirling. The question isn’t just “Can I stay?” but “Should I?” Whether you stick with TikTok or explore alternatives, this guide will help you navigate the uncertainty with clarity and confidence. Because in marketing, staying ahead of the curve is non-negotiable.

TikTok’s meteoric rise has been nothing short of extraordinary. The U.S. boasts the second-largest TikTok user base in the world, with over 120.5 million monthly active users according to Statista. This makes it a major hub for creative expression, viral trends, and targeted advertising. Its highly engaged audience, particularly Gen Z and millennials, makes it a goldmine for brands seeking to build authentic connections.

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However, the platform’s reliance on user-generated content and its algorithm-driven virality make it uniquely vulnerable to disruptions. The recent ban amplified these vulnerabilities, leaving marketers questioning their next move. 

When TikTok was banned, even temporarily, it sent shockwaves through the marketing world. Brands that had invested heavily in TikTok—from ad campaigns to influencer partnerships—were left scrambling to redirect their efforts. Many faced stalled campaigns, reduced visibility, and even revenue loss. 

Top marketers highlighted the chaos:

• Shifts in Strategy: Brands were forced to pivot overnight, often reallocating budgets to other platforms like Instagram Reels and YouTube Shorts.

• Uncertainty Among Creators: Influencers who had built their careers on TikTok were suddenly grappling with existential questions about their long-term sustainability.

Nikita Redkar

Comedian TikTok

Nikita Redkar, a Brooklyn-based comedian who goes by @nikitadumptruck on TikTok, shared that many content creators are feeling frustrated at the moment.

The TikTok ban underscores an essential lesson for marketers: platform dependency is risky. While TikTok may feel indispensable today, its future is beyond any marketer’s control. Platforms evolve, algorithms change, and policies shift—sometimes overnight. 

Marketers who rely exclusively on a single platform are essentially building their strategies on rented land. When that land becomes inaccessible, the consequences can be devastating. 

Here are actionable steps to ensure your marketing efforts remain robust, even amidst platform disruptions:

• Explore Alternative Platforms: Look beyond TikTok to platforms like Instagram, and YouTube, and emerging players like Lemon8 and RedNote. Each platform offers unique ways to engage with audiences.

• Invest in Owned Channels: Build assets you control, such as email lists, websites, and branded apps, to maintain direct access to your audience.

• Repurpose Content: Adapt TikTok content for other short-form video platforms, ensuring your creative efforts reach wider audiences.

• Experiment with Ad Placements: Test ad formats across different platforms to identify what resonates best with your audience.

• Use tools to track performance across platforms and identify where your efforts yield the highest ROI. This data-driven approach ensures smarter decisions, even when disruptions occur. 

Maximize your ROI with expert cross-platform performance tracking. 

• Monitor Industry Trends: Keep a close eye on platform updates and trends. Proactive awareness allows for faster pivots when needed.

• Be Ready to Adapt: Develop contingency plans to ensure your campaigns remain effective, regardless of external changes.

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Semrush for example joined the conversation about the TikTok ban by sharing a clever post that humorously highlighted every marketer's search history during the controversy.

The short answer is yes but with caution. TikTok’s potential for reach and engagement is undeniable, but it shouldn’t be your sole focus. Here’s how to approach it:

Evaluate Dependence: Assess how much of your marketing strategy relies on TikTok and identify opportunities to diversify. While TikTok’s power is evident, especially with its vast user base, it’s important not to put all your eggs in one basket.

Balance Your Efforts: Continue leveraging TikTok’s strengths while investing in other platforms to safeguard your brand. Many big names in the industry, along with influential figures like Donald Trump, have voiced opinions on the platform, using their reach across various platforms to highlight both its potential and risks.

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Test New Waters: Use the uncertainty as an opportunity to explore fresh platforms and strategies. If even top influencers and political figures are questioning their presence, it’s a sign that diversifying your digital strategy might be the smartest move.

The TikTok ban was a wake-up call for marketers, emphasizing the need for adaptability and diversification. While TikTok remains a powerful platform, putting all your resources into one channel is a gamble no marketer can afford to take. By building a multi-platform presence, leveraging owned channels, and staying agile, you can ensure your brand thrives—no matter what comes next.