TikTok, which was set to go dark in the United States during January 2025, has received three extensions so far. With the fourth deadline approaching on December 16th, there’s still lots of uncertainty on the app’s fate for U.S. users. Staying on top of the potential ban is the best way for brands to keep marketing effectively on the social media platform.
What Will Happen on December 16th?
The White House stated that they approved a TikTok sell-off deal and ensured the app would still be available in the U.S. However, there isn’t any confirmation that the deal is going through before the deadline. The Chinese government hasn’t agreed to sign the deal and no sale of TikTok to a U.S. entity has been announced.
In October, the U.S. delegation confidently stated that they were securing a final sign-off for the U.S. TikTok sale. U.S. Treasury Secretary Scott Bessent even said: “We finalized the TikTok agreement in terms of getting Chinese approval, and I would expect that would go forward in the coming weeks and months, and we’ll finally see a resolution to that.”
Yet, that statement seems to be misleading since officials in China said they agreed to “appropriately address issues related to TikTok,” but they also wanted to resolve other elements of the U.S.-China trade. It seems they’re open to discussing the TikTok situation, but nothing has been set in stone at this time.
Potential Outcomes
Since the fate of TikTok isn’t certain at the moment, one of two things will likely happen when we reach the December 16th deadline:
- TikTok goes dark in the U.S.
- President Trump extends the deadline again with the promise of a pending deal.
Just like the previous deadlines, it’s impossible to know exactly which way it’ll go. Even if the deadline gets extended, it’s unclear how long it’ll be before an official deal goes through. So, TikTok users are once again left in the dark about what will happen to the social media platform.
Discussions of TikTok’s future will likely increase as the deadline gets closer. Keep an eye out for more updates so you can stay on top of the app’s changes.
No Matter the Result, TikTok Experts Can Help Your Brand
While no one is quite sure what will happen to TikTok in the near future, it’s still one of the most effective platforms to market your brand. TikTok offers unique reach and engagement that you won’t find on other apps. Taking advantage of its algorithm can help brands reach more customers and stand out from the competition.
If you’re new to marketing your brand on TikTok, a strategic advisor/TikTok expert can help you find the best approach even as the app changes amid sell-off deals. Contact Avenue Z to find the best ways to improve your brand’s TikTok strategy.
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