TikTok is still not banned. In fact, it just got another 90-day lifeline from President Donald Trump—his third extension since retaking office. The new deadline pushes the sale or shutdown date from June 19 to mid-September 2025. According to the White House, the delay is to "ensure the deal is closed" so that U.S. user data remains secure.
This all traces back to a 2024 bipartisan law that mandated ByteDance, TikTok's China-based parent company, to either sell the U.S. version of the app or shut it down entirely, citing national security concerns. The first deadline came and went in January, then April, then June. Each time, Trump has swooped in with an executive order to keep TikTok alive, despite clear congressional intent.
So, why the extensions? For starters, Trump credits TikTok with helping him win over Gen Z voters in the 2024 election. In his own words, "I have a warm spot in my heart for TikTok, because I won youth by 34 points."
Despite ongoing negotiations, China has been reluctant to approve the divestment, particularly after the U.S. imposed steep tariffs on Chinese imports earlier this year. One deal that would have spun TikTok into a U.S.-based, investor-controlled company stalled after Beijing signaled disapproval. Meanwhile, bids from U.S. business moguls like Oracle’s Larry Ellison, Frank McCourt, Kevin O’Leary, and even YouTube giant MrBeast are reportedly on the table.
Let’s break it down.
1. Diversify Your Digital Real Estate: Use TikTok, but don’t only use TikTok. Build a presence on Instagram Reels, YouTube Shorts, and even LinkedIn video.
2. Repurpose Content: Turn one TikTok into five assets—cut it down for Instagram, stretch it into a YouTube explainer, and transcribe it into a blog.
3. Watch the Policy Tea Leaves: Keep tabs on government updates and prep exit strategies, like shifting followers to email or SMS lists.
4. Consider Ethical Ads: If your customer base is concerned about data, show them you care—opt for privacy-first ad platforms and include transparency messaging in your copy.
5. Use the Extension Strategically: Create campaigns specifically to build long-term loyalty. Turn casual followers into subscribers, community members, and email contacts.
"There’s a massive difference between a temporary delay and a long-term policy change," said a digital strategist at Epoch Tech Solutions. "Our advice to SMBs? Don’t panic—but don’t park all your plans on TikTok either. A diversified funnel is your best friend."
Forrester’s Kelsey Chickering echoed this sentiment, adding that TikTok’s confidence (like launching new AI tools at Cannes) hints they don’t expect to go anywhere soon. Still, she cautioned that SMBs should remain nimble. "Think like a startup, even if you’re not one."
TikTok remains in legal limbo, saved yet again by Trump’s executive pen. While this buys time for creators and brands, it doesn't resolve the bigger questions about national security, platform control, and the future of U.S.-China tech policy. For small and mid-sized businesses, the strategy is clear: ride the TikTok wave—but keep your digital surfboard ready for other shores.
Contact Epoch Tech Solutions today for a free consultation.
