4 minute read

After months of threats and back and forth, the ban of TikTok in the United States appears imminent.  

Yes, there still is a lot we don’t know. For many of our questions, we might have to wait for the January 19th deadline to have definitive answers. But what we do know is a ban on TikTok in the United States would significantly alter digital advertising and force marketers and ad agencies to rethink digital strategies. 

TikTok’s rise over the past five years has been incredible, with the platform growing to hosting over 170 million monthly active users in the United States in 2025. This amount of growth has generated billions in advertising revenue and accounts for a large percentage of ad spend. In 2024, TikTok projected almost $10.5 billion in ad revenue which accounted for a nearly 40% YoY growth. In total, 12% of all US ad spend came from TikTok. 

Maybe the most significant metric of all? More than 36% of TikTok’s global users are between 18-24 years old, with an additional 34% between ages 25-34. The platform delivers tech-savvy Gen Z and Millennials to advertisers when reaching new target audiences is vital to business growth. 

With growth numbers as staggering as those, the implications of the looming ban are far-reaching across the industry and will transform how media buyers and digital marketers develop a media mix to reach the right target audiences. TikTok is a powerhouse in digital advertising, particularly for brands targeting younger demographics. Its unique algorithm and engaging short-form video content have made it an attractive platform for marketers seeking to connect with Gen Z and Millennial audiences.  

The upcoming ban – yes, we have begun referring to the ban as upcoming rather than potential – will disrupt well-crafted ad strategies and force a significant reallocation of advertising budgets. 
 
Potential Repercussions and Reallocations 
 
The most immediate impact will be on brands that have heavily invested in TikTok-specific marketing strategies. Companies that have built entire campaign strategies around the platform and shortform video content will need to pivot. With a ban on the platform, influencer partnerships and highly targeted TikTok campaigns could easily become obsolete overnight. 
 
Additionally, the advertising world surrounding TikTok will experience significant disruption. Influencers who have built careers on the platform will need to diversify their content strategies and utilize additional platforms to remain relevant, while advertising agencies that have specialized in TikTok marketing will be forced to reimagine their service offerings. 

For media buyers looking to redirect advertising budgets, some primary alternatives have emerged. Some platforms have a strong chance of earning ad budgets than others, as they already have established user bases. 

Every client is different, and there’s not a one-size-fits-all approach when developing a media mix. But as a whole, we see some top options that will have the most impact. 

Instagram Reels and YouTube Shorts  

  • Instagram Reels and YouTube Shorts have numerous benefits. They both offer similar short-form video experiences as TikTok, they both have established user bases, and they come with detailed targeting that can drill down to a specific target audience. With the existing advertising infrastructure already on both platforms, both Instagram Reels and YouTube Shorts present the most direct alternatives to TikTok’s format and reach. 

Twitch and Gaming-Focused Platforms 

  • For brands targeting younger, digitally-focused audiences, gaming-related platforms such as Twitch provide unique opportunities for engagement. Twitch offers highly engaged communities and innovative advertising options that can complement traditional digital marketing strategies. Additionally, Twitch owns a large portion of the video streaming world, accounting for more than 80% of all livestreaming hours. 

Emerging Social Media Platforms 

  • Platforms such as BeReal, Lemon8 and smaller niche social networks are gaining traction. But before brands dive head over heels into these new platforms, strategies need to be thought out and developed. From a paid media perspective, these platforms lack the user base and advertising capabilities that TikTok offer. But while they might not offer the same scale or functionality as TikTok, they have the potential too provide new opportunities for targeted marketing approaches. But these platforms will require a wait-and-see approach and are more of a long-term solution. 

What This Means for Your Brand 
 
Media buyers must approach this potential ban as an opportunity for innovation rather than a setback. The key will be flexibility, rapid adaptation, and a willingness to experiment with new platforms and marketing strategies. 

The potential TikTok ban isn’t just a platform issue—it’s a fundamental shift in digital marketing. Brands that can quickly assess, adapt, and reallocate their resources will be best positioned to maintain their digital marketing momentum. 

Borshoff’s media team specializes in agile, forward-thinking digital marketing strategies. We’re prepared to help brands seamlessly transition digital advertising dollars and develop new approaches that can lead to long-term success. 

Want to understand how the TikTok ban might impact your brand’s advertising efforts? Let’s connect.