What TikTok ban? Marketers, employees and creators are not worried

Even with this bleak outlook, TikTok’s key stakeholders are largely acting as if things are normal.

A current TikTok employee, who spoke on condition of anonymity because he was not allowed to discuss their employer, described the atmosphere at the company as “business as usual.” They felt that in a busy news cycle, this week’s court arguments didn’t get as much attention domestically as when the divestment or ban bill was signed. TikTok executives touted their reports to stay focused on business goals rather than worry about broader political threats, The Information previously reported.

TikTok did not respond to a request for comment.

TikTok isn’t slowing hiring, and employees aren’t quitting

According to its job portal, TikTok is still hiring for about 3,000 positions in the US. Tech recruiters told BI that they don’t see a major uptick in applications from TikTok employees looking to flee a sinking ship, as might have been expected.

“My sense is that tech workers are optimistic that it won’t be banned,” said Jovena Natal, founder of Clutch Talent, a recruiting agency that works with tech firms in New York and California.

Daniel Openshaw, managing director of emerging markets at Expand Group, which recruits internationally, described TikTok employees as “pretty relaxed” about the ban situation.

Many TikTok creators seem unfazed by the prospect of a ban. Some are skeptical that a ban will happen because previous state and federal efforts have not held up in court. Others are fighting back: In May, a group of eight TikTok creators filed a lawsuit against the US government over the potential ban.

Ultimately, a ban may not mean much to creators who have spent the past few years building audiences on YouTube shorts and Instagram movies. Additionally, TikTok could continue in some form if it ends up being sold to a US company – although that could be disruptive.

“It’s not something that worries me as a creator,” TikToker Alex Ojeda, who has about 8.5 million followers, told BI about a potential ban. “I already have a large audience on other platforms, so even if, for whatever reason, it gets banned, I’m not worried (about) my career.” Newer creators who rely more on TikTok for an audience may be more apprehensive, he said.

Brands plan to increase spending on TikTok in 2025

Even if creators aren’t too worried about the impact of a TikTok ban on their businesses, the app’s 170 million US users might feel differently. TikTok users turn to the app for more than just entertainment. I also use it more and more to shop and discover news. According to the Pew Research Center, about 17% of US adults – and 39% of those aged 18-29 – consume news on TikTok, rising from 14% in 2023 and 3% in 2020.

TikTok’s competitors are poised to capture a large portion of its audience if the app is kicked out of the US. Business Insider sister company Emarketer said TikTok’s roughly 120 million US users would likely flock to Instagram and YouTube in the event of a ban. Meta could benefit from earning as much as 22% to 27% of TikTok’s estimated 2025 ad revenue of up to $2.38 billion in 2025, while YouTube could take in another $1.54 billion , estimated Emarketer.

Advertisers aren’t backing down from TikTok right now, though. The guide, which measures spending from major advertising holding companies, said ad spending on TikTok rose 73 percent year-on-year in August. This compares to 21% growth for Meta and 10% growth for Snap over the same period.

The current TikTok employee told BI that they felt advertisers were paying less attention to the news of the TikTok ban as they prepared for the holiday season.

About seven out of 10 marketers surveyed by research firm Kantar between May and June this year said they plan to increase their investment in TikTok in 2025. Kantar surveyed more than 1,000 global marketers.

“Even then, there’s still room for TikTok to grow in the hearts of marketers as it’s the most preferred global advertising platform among consumers, alongside Amazon,” said Gonca Bubani, global head of media thinking at Kantar.

“However, marketers still don’t trust TikTok as much as their most preferred platforms,” ​​she added.