TikTok Appeals to Trump Amid Looming US Ban
In an unexpected twist, TikTok seems to be leaning into President-elect Donald Trump’s well-documented love of the spotlight to avoid a U.S. ban. Trump recently shared a graphic on his Truth Social platform—allegedly crafted by TikTok—showcasing his popularity on the app. Alongside the post, he added, “Why would I want to get rid of TikTok?”
This marks a surprising shift in Trump’s stance. During his first term, he actively pushed for TikTok’s sell-off to a U.S. company, citing national security concerns. However, Trump now seems to be embracing the app, referring to himself as a “big star” on TikTok and questioning the rationale for banning it.
TikTok’s strategy to appeal to Trump’s ego might have some merit, but it does little to address the national security issues that spurred the U.S. Senate to support the TikTok sell-off bill. With a looming January 19th deadline to transfer ownership to a U.S. entity or face a nationwide ban, TikTok’s hopes seem to rest on Trump’s potential intervention. His team has already filed an amicus brief with the Supreme Court, seeking to extend the deadline, but there’s no confirmation yet of whether that will be granted.
Even if Trump steps in, his ability to act decisively before the deadline remains uncertain. TikTok could face removal from U.S. app stores, albeit temporarily, until Trump’s administration has time to negotiate alternative terms. This scenario might see TikTok re-emerge in the U.S. later, albeit under a different structure.
Despite these challenges, TikTok remains optimistic. With Trump’s influence on the platform, the app is likely to remain a key consideration for his administration, even if it does face a temporary setback.
TikTok Insights: The App as a Shopping Powerhouse
Meanwhile, TikTok has released a timely report in partnership with Ipsos, highlighting its growing role as a shopping and product discovery platform in the U.S. The survey, which gathered insights from 3,876 internet users, details how TikTok’s creator-driven ecosystem is influencing consumer behaviour.
Some key takeaways include:
- Product Discovery: TikTok’s unique blend of entertainment and commerce provides users with expanded product insights, making it a go-to platform for discovering new items.
- Shopping Sentiment: TikTok’s approach to commerce differentiates it from other platforms, with users citing a stronger connection to products recommended by creators.
- Rising Commerce Activity: While not yet a major eCommerce platform in the U.S., TikTok’s shopping tools are gaining traction, showing promise for retailers.
For businesses, TikTok’s insights could help refine marketing strategies—if the platform remains accessible. However, the potential U.S. ban threatens to render this data moot for American retailers.
The Broader Trend: Social Commerce on the Rise
TikTok’s push into eCommerce aligns with a larger trend—more people are shopping directly through social media platforms. According to Visual Capitalist, online shopping surpassed pandemic-era records in 2024, with social apps playing a growing role in driving sales.
This trend highlights the importance of social commerce for marketers and businesses. Whether it’s TikTok, Instagram, or another platform, the opportunity to engage users and drive in-stream purchases has never been greater.
