TikTok's ban: the latest
They always come back.
Exes... boomerangs... and now, TikTok.
In January, the future of the (currently) Chinese-owned app was uncertain as it was removed from U.S. app stores, before being reinstated mid-February.
The question on everyone's mind?
Today I'm channeling my inner Ebenezer Scrooge as we're visited by the Ghosts of TikTok Past, Present and Future.
TikTok's Past
Our first stop is... *shudders* 2020: banana bread baking, NHS clapping and endless Zoom calls aside, the first threat to TikTok's existence came from Donald Trump.
He wasn't happy with the way that TikTok was collecting data (despite its methods being on par with Facebook, Google and Apple) - and ordered Bytedance to sell its U.S. assets to an American company.
As a result, Microsoft, Oracle and Walmart try (and fail) to buy the app, and Trump extends his deadline further; meaning TikTok lives to see another day.
BING BONG - entering 2021: Joe 'Byron' Biden is sworn in as the 46th president, and stops all legal proceedings around Trump's attempt at banning TikTok.
Nature was healing.
I don't know about you, but I'm feeling (like I'm in) 2022: it's discovered that a select few Bytedance employees were accessing TikTok user's private data. This obviously doesn't help TikTok's case, even though the app now stores its user data in U.S. servers, managed by former bidder, Oracle.
Hi 2023 Barbie: the White House gives government officials 30 days to delete the app from any government related device. Can you imagine how focused they'd be? My levels of procrastination can only DREAM.
The U.K. government were feeling pretty inspired by this move, as they followed suit (I hope they at least used U.S.'s link in bio).
2024: God of Thunder: another mighty, smite-y blow is dealt to TikTok. A ban-or-resell bill is passed, and the 46th president signs it.
In May, Bytedance demands a trial by combat and chooses Duolingo as their champion sue the U.S. government and challenges the bill. But in December, the U.S. government really said 'FINISH HIM', rebuffing the app's challenge as a result of breaking the First Amendment.
TikTok is defeated. Creators reveal their deepest darkest secrets. Users start fleeing to Rednote. The defeat, however, is short lived.
The app is once again saved from the fiery depths of Mordor by none other than Donald Trump himself. The same guy that tried to ban the app four years ago.
He signs an executive order which states TikTok now have until April 5th to be sold to a non-Chinese entity.
TikTok's Present
Roll up, roll up - get your TikTok here! TikTok's for sale!
Whether TikTok will be sold to a U.S. company or not, is yet to be seen.
The Chinese government have said that they will not allow the export of their algorithm; but the law states that TikTok can no longer be controlled by a Chinese company.
At the time of writing, TikTok has 33 days (!!!) left until the deadline of April 5th.
There has been a lot of interest: most recently from Reddit's co-founder, Alexis Ohanian, but also the likes of Mr Beast, Jesse Tinsley, Kevin O'Leary and... Elon Musk.
It's not the first time we've witnessed the sale of a social media platform. But that platform is no longer the same as it once was.
It's highly likely that, should a deal be made, TikTok as we know it would also change completely. It's possible it would be like an entirely new platform.
TikTok's Future
Speaking of new platforms, Meta are supposedly working on launching Reels: a standalone app with the aim of competing directly with TikTok.
But this isn't the first time they've attempted to launch a competitor.
In 2018, Meta launched Lasso; an app that essentially was TikTok, but not as good. Due to the lack of success it received, the app closed in 2020, ahead of Reels launching in Instagram, and then later Facebook.
Why didn't it work?
Instagram and TikTok are two completely different spaces. I fear that TikTok vs Instagram is a battle Instagram can never win.
Instagram is curated. Edited. Polished.
TikTok is spontaneous. Raw. Authentic.
But Instagram is renowned for copying features from other platforms.
Stories? Meta's Snapchat.
Threads? Meta's Twitter.
IGTV? Meta's YouTube.
Imitation is the highest form of flattery after all; so Bytedance must be thrilled that Meta are also launching Edits - their answer to CapCut.
Will it work this time?
The edition of its own video editing app might improve the uptake of a TikTok-eqsue Meta app.
However, if like me, you've 36,000+ photos and your iCloud is full - I'm not sure I can justify ANOTHER TWO apps taking up room on my phone.
TikTok has been fundamental in changing social media. It has impacted how we consume content, engage with content and how we build a community.
And unless it has something entirely original, I'm not sure Reels will be able to do the same.
What does TikTok's future look like?
Even though we're 43 days on from when TikTok got banned in the U.S. and removed from app stores it is still hard to paint an accurate picture of what the future of the app looks like.
In an ideal world, TikTok would be bought by someone would actively keep its safe, judgement-free and authentic essence. I want to remain hopeful that this will be the case.
That said, I used to love using Twitter. But since Elon took it over... not so much. So if he were to take over TikTok? It's a scenario I don't wish to imagine.
How you can navigate the uncertainty around TikTok's future:
Keep up-to-date with the latest news on TikTok by reading reputable sources. One of my favourite sources for platform updates is Annie-Mai Hodge on LinkedIn. Mind the fake ones though, they're extremely believable (and sometimes, desirable!)
Put your eggs (or flaxseed alternative) in other baskets. There's no way to guarantee that one platform is more likely to be TikTok's replacement than the other. That said, you could explore other similar channels, such as YouTube Shorts.
Keep reading my platform updates column. I can't promise anything, but I'll do my best to keep you well informed on any changes there might be in this TikTok tug-of-war.
TLDR: TikTok ban updates
The idea of banning TikTok isn't a new concept. The app's existence was first threatened in 2020, by Donald Trump.
The app now has until April 5th 2025 to be sold to a non-Chinese company, or risk being banned (again).
Potential buyers have included Mr Beast, Elon Musk and maybe Microsoft.
In typical Instagram fashion, Meta are rumoured to launch a TikTok competitor, known as Reels, as well as a rival to CapCut, known as Edits. This comes 5 years after the closing of Lasso, Meta's first TikTok dupe.
The future of TikTok is uncertain and complicated.
Head of Social @ Lounge, Previously Gymshark, Flo Health
