With TikTok back in the US app stores, creators and marketers should take advantage of the platform’s reach while preparing a contingency plan in case its availability changes.
TikTok’s recent removal from US app stores created a ripple effect across the social media landscape, leaving many, including Amazon sellers, wondering about the future of short-form video marketing.
The ban, driven by national security concerns surrounding its Chinese ownership, disrupted marketing strategies and raised questions about platform stability.
Now, with TikTok’s reinstatement, marketers need to understand the implications and adapt their approaches.
TikTok Is Back in The US App Stores, Albeit Only Temporarily
Business Insider reported that TikTok is back in the US app stores, with Apple and Google reinstating the app for American users on February 13, 2025.
The popular short-video platform had been unavailable since January due to a federal law requiring ByteDance, its parent company, to divest ownership or face a nationwide ban. While the Chinese app is now accessible, uncertainty remains over its long-term availability.
Why Is TikTok Back in the US Apple and Google App Stores?
The temporary return of TikTok in the app stores follows a letter from US Attorney General Pam Bondi to Apple and Google Play store, assuring them they would not be penalized for hosting the app.
This assurance prompted the tech giants to reinstate TikTok on the Apple App Store and Google Play. However, the core issue of ByteDance’s ownership remains unresolved, leaving TikTok’s future in limbo.
Who Owns TikTok in 2025?
The question of “who owns TikTok in 2025” continues to drive the debate. President Donald Trump has suggested that Tesla CEO Elon Musk or Oracle cofounder Larry Ellison could acquire the platform to keep it operating in the US. However, Musk has stated that he has no interest in purchasing the app, leaving its fate uncertain.
TikTok Ban and Market Impact
The brief removal of TikTok from the app stores had ripple effects across the market. Some sellers took advantage of the situation by listing used iPhones with TikTok app pre-installed on eBay and Facebook Marketplace for inflated prices, BBC reported.
As reported by Washington State Standard, millions of Americans who rely on the platform for income, community, and information will face the impact of the executive order signed by former president Joe Biden. With 170 million U.S. users, TikTok has become more than just an entertainment app—it is a critical tool for creators and businesses.
Meanwhile, competitors like Instagram and Pinterest attempted to lure advertisers and creators away from TikTok. Meta-owned Instagram even announced a new video-editing app, Edits (alleged Capcut clone) , set to launch in March.
What’s Next for TikTok Users and Marketers?
TikTok is back in US app stores, so marketers and content creators should prepare for potential disruptions. The ongoing legal battle over ByteDance’s ownership means that another ban could occur at any time.
Experts recommend having a contingency plan, such as diversifying content across platforms like YouTube Shorts, Instagram Reels, and other emerging video platforms.
Contingency Planning for Marketers and Sellers
Sara Lebow, EMARKETER"Even if TikTok goes away, short social video is here to stay."
While TikTok is back in the app store, its future remains uncertain. The question of “is TikTok back on the app store?” is currently yes, but for how long? Marketers and sellers must prepare a contingency plan if the platform is permanently banned.
Diversify Across Social Media Platforms
A new Northeastern University research featured in the Northeastern Global News report, emphasizes TikTok’s unique position in the social media landscape. While the platform has experienced significant growth, its vulnerability to regulatory action makes it essential to diversify because ts long-term availability is not guaranteed.
Secure and Repurpose Content
With uncertainty over why is TikTok back in the app store, creators must safeguard their content, as explained in an EMARKETER article. Downloading and backing up videos ensures that existing assets can be repurposed for other platforms.
Invite the Audience to Your Other Channels
A Forbes article noted that with TikTok’s uncertain future, brands must take proactive steps to retain their audience. One of the necessary steps is launching a campaign that encourages users to follow your other social media channels, according to Paula Celestino of SPRK Media Group Inc.
Douglas Karr of Highbridge advises brands to strengthen their connection with TikTok audiences by offering clear calls to action for subscriptions via email, text, or other channels. This ensures followers can continue receiving valuable content even if TikTok becomes unavailable.
Guide Followers to Your Other Social Accounts
To maintain engagement, brands should make it effortless for TikTok followers to find them elsewhere. Tellef Lundevall of Accelerated Digital Media suggests using incentives to encourage users to connect on Instagram, YouTube Shorts, and other platforms where similar content can thrive.
Post Content Regularly
Consistently posting content across social media platforms is crucial for growth, as shown by Steven Pope, founder of our Amazon Agency, in the video below. By answering customer questions with video content, he built a strong online presence and grew his business. His strategy highlights how diversifying content can drive success.
Staying Prepared in an Uncertain Landscape
While TikTok is back in the app store, its future remains uncertain as legal battles continue over its ownership. Marketers and sellers who rely on the platform must stay agile and proactive.
The key to navigating this uncertainty is diversification – expanding to other social media platforms, repurposing content, and strengthening audience connections through multiple channels.
Brands should focus on building long-term resilience by maintaining a presence on YouTube Shorts, Instagram Reels, and emerging platforms. Additionally, investing in first-party data—such as email and SMS subscriptions—will ensure direct access to audiences, even if TikTok becomes unavailable.
As the situation evolves, businesses that adapt quickly and take strategic steps now will be in the best position to thrive—whether TikTok stays or goes.
