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Let’s breakdown exactly what is happening with TikTok, Meta politics, and how X money can change the game – plus, discover how you can leverage thought leadership on LinkedIn.
TikTok Ban and Reversal News (Implications, Reactions, Next Steps)
The Day TikTok Vanished…
For the first time in years, 170 million Americans sat in silence, thumbs twitching, desperately refreshing an app that no longer existed. The nation mourned – but not for a person, for an app that provided them with oddly specific algorithmic content. On the evening of Saturday, Jan. 18, the entire country was wondering the same thing – where was TikTok?
How Did We Get Here?
TikTok faced a Jan. 19 deadline to separate from its China-based parent company, ByteDance, by securing a new U.S.-based or allied buyer. A law signed in April 2024 granted the platform nine months to make the switch. After TikTok challenged the law, the Supreme Court gave it the thumbs down, and the app started packing its bags, pulling out of U.S. hosts and app stores the very next day.
…That Didn’t Last Long
If you struggle to imagine a world without doom-scrolling and refused to come to terms with not being able to access TikTok, then you were probably overjoyed when you could indulge in your nightly scroll just one day after the ban.
Wait, if the app is banned why can people use it? Well, President Trump announced he’d grant an extension when he took office, which he did, and TikTok began restoring its services in the United States. But here’s the catch – the app wasn’t available in app stores and could only be accessed by users who had downloaded it prior to the ban. The law is still technically in effect, so complications could arise if companies like Google and Apple try to offer it in their app stores.
What the TikTok Ban Really Means
With its millions of active U.S. users, TikTok allows for small businesses, creators, and everyday individuals to reach a diverse audience. Nearly 7 million small businesses promote their products and services on TikTok, and 69% of small businesses credit TikTok to an increase in their sales over the past year.
TikTok’s president of global business solutions, estimated that TikTok shutting down for just one month could result in about $300 million in lost earnings for around 2 million U.S content creators.
Small businesses could lose over $1 billion in a single month if the app is shut down.
It goes without saying that the implications of a permanent ban would send ripples throughout the digital marketplace, only increasing the need for a resolution.
The Road Ahead
The executive order that President Trump signed his first day in office halts the ban for 75-days. There is no action that President Trump can take to overturn a law passed by Congress and upheld by the Supreme Court. Regardless of any legal questions arising from all aspects of this ordeal, TikTok and the U.S. have until early April to reach a consensus. Until then, countless content creators and small businesses are left uncertain about the future of their careers and livelihoods.
Meta-Morphosis: Freedom, Feeds, and Fact-Check Flips
Brace yourselves! Gone are the days of traditional fact-checkers; now, it’s all about crowd-sourced wisdom. What does this mean? Meta’s cutting fact-checkers and relaxing political speech rules, bringing political debates right back to your doorstep. Yep, your family’s go-to platform is embracing more of that political chatter. Get ready for hot takes mixing with your cousin’s wedding photos and sister’s baby announcement.
All jokes aside, here’s the deal for our political clients: this update could be a game-changer. With the potential for more political chatter, this creates a prime space for boots-on-the-ground listening. It’s a golden opportunity to tune into public sentiment and emerging trends.
Meta says it’s about “connecting the world,” but whether it leads to friendly chats or passionate debates, we’ll be ears on the ground listening. Grab some popcorn because things might start to get interesting!
Gram Game Strong: IG’s Algorithmic Holy Trinity
Instagram Chief Adam Mosseri dropped the juiciest algorithmic secrets since sliced bread! But why does this matter? Well, in the wild world of marketing, knowing the Gram’s algorithmic secret sauce is like finding out your dog’s Instagram has more followers than you. Yep, it’s that kind of revelation.
Here’s the rundown:
Watch time: Keep your audience glued like a cat to a laser pointer. Longer views mean wider reach.
Likes: Hearts aren’t just for Valentine’s; they’re crucial for spreading your content far and wide!
Sends: Shares are the new “must-have” accessory – think of them as the Birkin bag of social media.
For our amazing clients, using this holy trinity of IG magic means your posts can reach more eyeballs than the free samples at Costco. Don’t thank me, thank IG Chief Adam Mosseri. Now, let’s get to work!
LinkedIn has launched a new AI tool – Jobs Match. This rollout provides those seeking new jobs with immediate advice on whether a particular job matches their skillset and is worth their time. By better matching job applications to job applicants, recruiters will be faced with a shorter set of applicants that best represent the needs of the open position. Less time sifting through applications for recruiters and less heartbreak for applications that are one in thousands of applicants? Sounds like a better path forward for the job market.
Think Again on Thought Leadership – LinkedIn Breaks Down Common Myths
Thought leadership on LinkedIn can help advance not only your personal brand but your organization’s as well. The business impact of thought leadership is profound – in fact, “66 percent of professionals say they would be more likely to recommend a brand if they followed a company executive on social media.” And further “thought leadership drives $2.7 million annual value on average.”
From fears of not having enough time for thought leadership to challenges in being effective in your niche business, LinkedIn shares insights on how to combat these myths and thrive with thought leadership. Read more here.
Show Me the X Money
In a move to become an “everything app,” X teamed up with Visa to launch the X Money Account, unlocking peer-to-peer payments and more in-app transactions. Set to debut in the U.S. later this year, marketers should have their eyes on X Money for direct-to-consumer sales and other social commerce.
Your New Favorite Calendar?
Planning your content strategy for the year? X released the 2025 marketing calendar, offering an interactive overview of key dates and events. Marketers can filter by region and event type, ensuring you don’t miss major moments to align content. This is a tool any content team can make useful.
Here’s a look at the days coming up (filtered to United States)
X’s Answer to TikTok, Reels
In a push toward becoming a stronger player in video content, X rolled out a dedicated video tab for U.S. users. This feature streamlines video discovery and boosts engagement – and surely targets TikTok and Reels users. Is it good for Marketers? More video visibility = better organic reach. Brands pushing video content now have a centralized space where discovery and engagement could get a bump, making X a more competitive platform for video marketing.
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How, if at all, would a permanent TikTok ban affect you?
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