TikTok users in the US breathed a sigh of relief last Sunday. After a 14-hour ban, president-elect Donald Trump announced that the TikTok ban would be postponed for 90 days. This additional delay allows for negotiations on a long-term solution. Trump announced on Truth Social that he would issue an order to formalize this on Monday, immediately after his inauguration.
Massive shift to alternatives
The uncertainty surrounding TikTok led to a wave of migration to alternatives. Millions of users switched to the Chinese app RedNote (also known as Xiaohongshu). This app, typically aimed at a Chinese audience, suddenly experienced explosive growth in the U.S. The hashtag #TikTokRefugee symbolized this unexpected shift, with cultural interaction between American and Chinese users reaching a peak. Despite the 90-day delay, interest in alternatives seems to persist, especially as the future of TikTok remains uncertain.
What does this mean for companies?
For small businesses that rely on TikTok, the postponement of the ban is a relief. TikTok remains a significant source of income for more than seven million entrepreneurs in the U.S. However, the uncertainty has prompted many companies to explore alternatives like RedNote, which offers new marketing opportunities. This shift underscores how businesses must be flexible in responding to changes in the digital landscape.
A possible solution in the making
Trump emphasized that the solution for TikTok will likely be a 'joint venture,' in which the U.S. acquires a 50% ownership stake. This should ensure national security and guarantee access to the platform. TikTok expressed its willingness to collaborate with the new administration to realize these plans.
Access remains limited
Although existing users have regained access to TikTok, the app remains unavailable in the Apple and Google app stores for the time being. This limits new downloads, but loyal users can continue to use the platform via the app or the browser. TikTok welcomed them with a personal message: "Welcome back! Thank you for your patience and support."
Lasting influence of alternative platforms
The developments surrounding TikTok highlight how technology and politics influence each other. The 90-day delay provides breathing room, but also an opportunity for alternative platforms like RedNote to carve out a lasting place in the social media landscape. Users and businesses would do well to closely monitor the coming months as the social media world continues to evolve.