TikTok back in US: ‘We thank President Trump’

TikTok, the wildly popular short-form video platform, was banned in the United States on Saturday evening for no more than 12 hours after a law prohibiting its operations on national security grounds came into effect.

However, President-elect Donald Trump announced on Sunday that he would issue an executive order granting TikTok a reprieve when he takes office today.

By Sunday evening, the app was back online, restoring access to its 170 million U.S. users and sparking relief across the creator community. TikTok’s parent company, ByteDance, had initially ceased operations following the Supreme Court's unanimous decision to uphold the law requiring the sale of its U.S. operations.

In a statement after the reinstatement, TikTok thanked Trump by name for “providing the necessary clarity and assurance” to continue operations. The platform pledged to work on a long-term solution that safeguards national security.

The U.S. ban drew parallels with India’s 2020 TikTok ban, a point not lost on industry experts. Sindhu Biswal, Founder of Buzzlab, highlighted the lessons from the Indian experience. “The Indian TikTok ban underscores the
vulnerability of social platforms to geopolitical and regulatory shifts,” he said.

Non-social media platform

Biswal advised creators to build owned assets, such as personal websites or email lists, which ensure direct audience access and bypass potential platform disruptions. “A lot of Indian creators are becoming entrepreneurs,
launching their own courses, and using platforms to build their own distribution, websites, apps, and monetization models. The TikTok ban in India made creators realize that any platform can disappear overnight. Building your own community on WhatsApp, Discord, or similar platforms is essential as you don’t own anything on social media,” he explained.

The app’s sudden unavailability served as a wake-up call for creators and brands. It forced them to confront the
dangers of over-reliance on a single platform. The ban temporarily halted countless brand campaigns and left creators scrambling to engage their audiences on alternative platforms like Instagram and YouTube.

Akash Manchanda of VUI Live says, “The TikTok ban created challenges for 7 million small businesses and brands that relied on TikTok’s creator ecosystem to boost their global presence,” he noted. However, he added that the ban also presented an opportunity to build multi-platform campaigns and adopt new marketing strategies. “Indian influencers expanded their presence to Instagram, YouTube, and Twitter (now X) soon after the ban, ensuring they were not dependent on a single platform. U.S. creators should follow suit to safeguard their reach and strengthen their community of followers,” he said.

Manchanda encouraged creators to use this time as an opportunity to grow their audiences on other platforms and strengthen their digital footprint.

Subhashis K Chakraborty, Founder and Managing Director of Value4Brand, stressed similar points. He emphasised the importance of building a personal brand. “A strong personal brand exists beyond TikTok and helps creators grow and succeed. A creator with an affirmative and resilient approach can foster a loyal audience that isn’t restricted to a single platform,” he added.

The TikTok drama highlighted the growing challenges faced by creators in navigating shifting regulatory and platform policies. With platforms like Meta moving towards stricter content guidelines, creators must remain agile and proactive.

Chakraborty warned that “stringent content moderation and evolving policies will demand greater adaptability from creators and brands to ensure compliance and maintain audience engagement.” He concluded by urging creators and brands to prepare for an uncertain future.