The ongoing U.S. TikTok ban saga has become a dramatic ‘will they, won’t they?’ scenario. On 19 January, an official ban was briefly enacted, only for the app to return roughly 14 hours later. This back-and-forth has left the situation in flux and raised concerns over the looming possibility of a permanent ban.
While TikTok remains accessible in the MENA region, the possibility of a permanent ban in the U.S. raises pressing questions for agencies and brands that rely on the platform to engage with American audiences. Thus the question arises: how would the loss of such a key platform reshape social media strategies?
To better understand the potential ripple effects, Campaign Middle East spoke with industry experts to explore how brands and agencies in the region might adapt.
The impact of a potential TikTok ban on social media strategies
“It’ll shake things up,” says Hisham Basheer, Marketing Manager – Performance at Fusion5. “Especially for brands targeting Gen Z and millennials. With 150+ million US users, losing TikTok will force strategy shifts,” continues Basheer.
Basheer’s sentiment is echoed by Social Media Director of TBWA/RAAD, Vera Balamatsi who says, “In the face of a ban, brands and creators targeting the US market will undoubtedly lose a key marketing and discovery vehicle.”
Tarek Esper, Managing Director at SOCIALEYEZ, adds, “With the TikTok ban, the world will lose about 120 million users on this platform, including a community of countless creators who appeal globally.”
He continues, “This ban will significantly impact everyone, as US creators, brands, and communities drive global trends on this platform. From a marketing point of view, targeting the US audience will regress to Meta-owned channels exclusively as the world awaits newer channel alternatives.”
“Importantly, creators who’ve built their TikTok presence with millions of followers will need to rebuild their communities,” says Mahdi Shafiei, Founder of Trifid Media.
TikTok refugees: The migration of creators and communities
Platforms like Instagram Reels, YouTube Shorts, and emerging competitors like RedNote, Neptune, Moj and Josh are expected to be alternatives for TikTok’s displaced creators and brands.
“If TikTok does get banned, it will trigger a migration of creators to other platforms. For instance, RedNote, a Chinese platform, has surged in popularity over the last 24 hours, with US-based creators humorously dubbing themselves ‘TikTok refugees.’ I’ve already set up personal and business accounts there to explore its potential, even though we’re based in the UAE,” continues Shafiei.
“With TikTok being an app not immediately replaceable, we’ll see new and existing platforms like RedNote to vie for the TikTok refugees, as well as Meta and YouTube taking the front role for global, cross-border campaigns,” says Balamatsi.
“We’ve seen this before in India in 2020. After TikTok’s ban, brands and creators quickly adapted to Instagram Reels, YouTube Shorts, and local platforms like Moj and Josh. The US would likely follow a similar path. It’s less about the platform itself and more about how marketers creatively adapt to reach their audience in new spaces,” says Basheer.
Adopting to a potential U.S. TikTok ban
“For us at TBWA\RAAD, we’ll continue adjusting to new trends, updates or platforms as they arise in the social ecosystem. But one thing is certain – platform diversification, as well as tapping into new formats to drive traffic and engagement to existing platforms will be now more pivotal than ever,” concludes Balamatsi.
“The Indian market taught us that when TikTok vanished, brands adapted, reallocated budgets, and diversified storytelling,” says Basheer. “While TikTok is huge, it’s not irreplaceable. If a ban happens, the first thing we’ll do is focus on where the audience goes next.”
“This shift would also mean more creators redistributing their audiences across platforms like Instagram, Facebook, and Snapchat, boosting their viewership. Many of them are already relocating to Dubai to continue monetising and growing their brand, given the city’s appeal as a global content hub,” says Shafiei.
On how Fusion5 will be approaching this ban Basheer, states, “We’ll encourage brands to build stronger owned media like apps, loyalty programs, and websites. The beauty of digital marketing is that people don’t just disappear online; they migrate. And we’re well-prepared to follow them.”
Shafiei reinforces this point, emphasising the importance of adaptability and how Trifid Media will be adjusting to the potential ban. “Our approach is simple: attention is the currency, and wherever it flows, we’re there to capture it for our clients and brands. Ultimately, to us, this isn’t a threat—it’s an opportunity to innovate and explore new ways to connect with audiences. Platforms may change, but the demand for captivating content remains constant, and that’s where our expertise lies.”
SOCIALEYEZ is taking a strategic approach to the TikTok ban. While Red Note has quickly become one of the most downloaded alternatives, Esper believes the real shift will come once the ban is in full effect. “We are learning from platforms like Threads and adopting a conscious approach by allowing new channels to take off beyond the first 3 months,” says Esper. “This enables us to evaluate their trend cycles and understand how audiences are engaging before recommending them to our clients.”
He mentions other platforms like Neptune as potential rivals to TikTok. For now, SOCIALEYEZ will be prioritising Instagram Reels and YouTube Shorts as top alternatives for TikTok in targeting the U.S. market.
An opportunity for innovation
“This isn’t just a challenge—it’s an opportunity to innovate and connect with audiences in new ways,” says Basheer.
The fate of TikTok in the U.S. remains uncertain. For now, agencies, creators, and brands must prepare for potential seismic shifts and be ready to embrace new platforms, innovate, and rebuild their communities. Whether it’s through Red Note, Instagram Reels, or yet-to-be-discovered alternatives, one thing is certain: the digital landscape will continue to evolve, and those who adapt will thrive.
