If you’ve been scrolling through the headlines lately, you’ve probably seen the buzz about TikTok potentially getting banned in the US. The app actually went offline for a day, leaving users in a panic, and now the clock is ticking as the US decides what to do.
For Kiwi businesses, this raises some big questions: Will it affect us? Should we keep investing time in TikTok? And what happens if it does get banned?
Let’s break it down—what’s happening, why it’s happening, and most importantly, what this all means for your business.
Here’s What’s Happening
In the US, TikTok has been under scrutiny for years, and things came to a head recently when the app briefly went offline. Users were met with a shutdown message before President Trump (yes, he’s back) stepped in, delaying a final decision by 75 days.
During this time, the US government will weigh its options—whether to ban the app outright, force a sale to a US-based company, or impose stricter regulations.
While TikTok’s fate in the US hangs in the balance, a decision of this magnitude could ripple across its global user base—including us here in New Zealand.

The History Behind TikTok’s Scrutiny
TikTok, owned by Chinese company ByteDance, has faced years of criticism and controversy:
Data Privacy Concerns: Critics worry that TikTok’s user data could be accessed by the Chinese government. ByteDance denies this, but countries like the US, Canada, and Australia have banned the app on government devices over security fears.
Content Control: TikTok’s algorithm has been accused of tailoring content differently depending on the region. In China (where TikTok operates as Douyin), the focus is reportedly on academic achievements and cultural pride, while in the West, it highlights entertainment, trends, and liberal values.
National Security Risks: The US claims TikTok could be used for surveillance or influence campaigns, making it a potential threat to national security.
Terms and Conditions: TikTok’s terms of service have also raised eyebrows. They allow for extensive data collection, from location tracking to keystroke patterns—fueling concerns over how user information is handled.
What’s Happening Right Now
TikTok is still operational in the US—for now. However, the platform is under a 75-day review period set by President Trump’s administration. Here’s what we know:
The Process: During this time, the US government is exploring three main options:
A complete ban of TikTok in the US.
A forced sale to a US-based company, which would keep the app running but under new ownership.
Stricter regulations to address privacy and data security concerns.
The Timeline: The 75-day countdown began in mid-January 2025, giving the US government until the end of March to make a final decision.
The Decision-Makers: Ultimately, the decision lies with the US Congress and the Biden administration’s legislative framework that initially enabled the ban. President Trump’s new administration will work with key officials and regulatory bodies to finalize the course of action.
For now, TikTok remains operational in the US and around the world, including here in New Zealand. But as the March deadline approaches, it’s clear that major changes could be on the horizon.
What Does This Mean for NZ Businesses?
So, what should Kiwi business owners do?
Don’t panic (yet): TikTok is still thriving here. If you’re seeing success on the platform, keep at it for now.
Diversify your platforms: Relying on one platform is risky. Experiment with Instagram Reels, YouTube Shorts, and Facebook to protect your reach.
Build long-term assets: Focus on growing an email list, driving traffic to your website, and creating content you fully own. These are assets you control, no matter what happens to social media platforms.
Consider the competition: If TikTok does go down in the US, other platforms will step in to fill the void. This could create new opportunities for growth elsewhere.
My Honest Opinion
I can see both sides of the debate. TikTok has been a game-changer for creativity, connection, and business growth. But I also think it’s important for governments to consider the broader impact of social media—on security, privacy, mental health, and even society as a whole.
Personally, I don’t use TikTok. Its terms and conditions and ties to China have always made me cautious. But for Kiwi businesses, it’s been a powerful tool for building audiences and driving sales.
The key takeaway? Don’t give up on TikTok just yet. There’s every chance it could survive, even if it changes dramatically. And who knows—maybe Elon Musk will buy it and flip the script entirely.
What Should You Do Now?
Here’s how to future-proof your business:
Keep posting: Don’t abandon TikTok, but stay informed about its status in the US and globally.
Experiment with other platforms: Invest in Instagram Reels, YouTube Shorts, and more.
Focus on authenticity: Real, relatable content performs well across all platforms.
Build your community: Strong relationships with your audience will keep them coming back, no matter where you post.
Social media is always changing. But by staying adaptable and building a strong foundation, your business can thrive no matter what happens.
What’s your take on the TikTok ban? Will it impact your business? Let’s chat in the comments!
Comments