TikTok’s 14-hour darkness: how the U.S. pulled the plug on the Chinese social media platform

by Giovanni Cucinotta, Digital Media Executive

January 19^th 2025 was a strange day for TikTok users in the U.S. For almost 14 hours, the app went dark, leaving creators, marketers, and businesses in limbo. It came back quickly, but even those few hours had huge repercussions. TikTok has become an important part of connecting, communicating, and creating, and the ban was a real shock.

TikTok is no longer just a social media platform; it’s a cultural phenomenon. It understands users, serving up content perfectly aligned to their needs. That’s why it’s become so important for marketers, too. Brands can build real connections, and for small businesses, it’s been a game-changer as TikTok can serve a level of visibility that other platforms can’t.

So, when the app went dark, it wasn’t just an inconvenience. It got everyone thinking: What would we do if TikTok was gone for good? Creators and businesses that rely on the platform started considering alternatives (YouTube and Instagram especially). For those whose income depends on it, they had to face the harsh reality of having to rebuild their audience and analytics elsewhere. This outage was a reminder of the risk of relying heavily on one platform.

The ban also raised bigger concerns. Other countries, like Australia and the UK, have already banned it from government devices over privacy and security concerns, and Albania went even further, imposing a year-long ban last year. It’s clear TikTok’s global presence isn’t as stable as we might like to think.

For me, the situation was a reminder of how dependent we’ve become on platforms like TikTok: not just for passively scrolling, but for tangible things like business growth and income. I don’t think there’s anything wrong with loving and being dedicated to an app and appreciating the possibilities that can give, but this short ban showed the vulnerability of putting all your eggs in one social basket. I’ve dived into TikTok over the last year to understand the potential for creators and businesses (including our clients), but the ban persuaded me to think about a presence that isn’t so tied to one app.

The bright side is that this is a great opportunity to explore new platforms or experiment with different ways of connecting with audiences. I’m not talking about stopping using what already works, but more about being prepared for big changes and adapting.

Social media aren’t solely about following your favourite influencer or looking at the best reels of kittens and dogs; they are a vital part of how people and businesses succeed. But we need to be adaptable. The digital world keeps evolving, and we need to evolve with it.