Editor’s note: This blog post will be updated as new information develops and is confirmed.

As the creator economy continues to reshape the way brands engage with consumers, we’re all witnessing an industry that thrives on adaptability, creativity, and community. While recent news surrounding TikTok’s future has raised questions for brands and creators alike, it’s crucial to recognize that the power of creator-driven marketing is not bound to any single platform.

Following the Supreme Court’s enforcement of a TikTok ban in the United States, the app faces an uncertain future. The Trump administration has signaled its intention to delay this ban for 90 days with the aim of facilitating TikTok’s divestment from the Chinese-owned ByteDance conglomerate in favor of an eventual sale to a U.S.-based entity. However, the details and timeline of such a plan remain ambiguous, and as of press time, for millions of U.S.-based TikTok users—and countless brands that depend on TikTok—the app has gone dark.

Needless to say, the situation with TikTok is complex and rapidly evolving. While the full picture is still unclear, CreatorIQ is committed to keeping our customers informed so you can make the best decisions for your programs and business. No matter how the circumstances play out, our industry-leading data and strong partnerships with multiple social platforms, including TikTok, will help you safeguard your brand and adapt to whatever the future brings.

As we navigate these uncharted waters, we’ve put together a quick guide for our customers. Expect more updates as the situation continues to develop, but for now, here are our key takeaways, suggestions, and next steps to consider.

Takeaways: What you need to know about a U.S. TikTok ban

Your TikTok data is safe in the CreatorIQ platform

• You’ll continue to be able to access historical TikTok data—including One-Sheets, Lists, Campaign Statistics, EMV & Competitive Dashboards, and Reporting—in the CreatorIQ platform.
• All creator profiles will continue to highlight TikTok metrics in Discovery and CRM.
  
  

Expect a fluid situation with performance metrics

• While the situation with TikTok is still unfolding, there may be short-term fluctuations in key performance metrics like engagement, impressions, community size, EMV, and others, as brands and creators adapt to the situation. 
• Nevertheless, we do expect other social platforms to balance the scales. Per our 2024 CreatorIQ Wrapped, a majority (60%) of creator marketing campaigns take a multi-platform approach, with brands meeting their consumers across a variety of channels and formats, rather than relying on a single platform.

For non-U.S. customers, it’s business as usual

• The ongoing legal situation pertains only to U.S.-based TikTok users, so CreatorIQ customers in regions outside of the U.S. can operate as normal.
• No changes are expected to TikTok Creator Profile data, EMV & Competitive Dashboards, Reporting, or any other performance metrics in CreatorIQ.

Suggestions: What you can do

Reassess your creator marketing strategy

• Regardless of whether TikTok plays a role in your strategy, every brand should use this moment as an opportunity to assess its creator strategy and plan for a more balanced, sustainable approach across various social platforms.
• As brands divert future ad spend, adapt their content strategies, and conduct listening campaigns on new platforms, CreatorIQ is there every step of the way to give you strategic guidance.

Consider your owned marketing channels 

• If you’ve built a community on TikTok, when you can, encourage your followers to connect with you on other channels. Take time to welcome new community members, thank them for coming along with you, and share any relevant next steps.
• Focus on reorganizing your owned media library to ensure that your content and your team are ready for the coming weeks. This preparation will help rebuild or repurpose existing content.
• As you navigate through this transition, your CreatorIQ team can offer strategy sessions and industry POV on how other organizations are handling these changes. 

Stay connected to your TikTok creators

• TikTok is more than just a creator marketing channel: It’s a creative outlet, passion, and livelihood for thousands of full- and part-time creators. In the coming days, ensure that your community is prepared for these changes, and stand by them during whatever difficulties lie ahead. Providing that level of support is more than just good business—it’s the right thing to do. 
• Maintain ongoing communication with all your key creators. For any live or upcoming campaigns on other platforms, communicate with them about how best to move forward, and whether they should adjust their approved copy or posting schedule.

Looking ahead: What we’re doing at CreatorIQ

Tracking further shifts in the social platform landscape

• Like you, we’re following all the discourse around TikTok, and how other platforms are positioning themselves in the social ecosystem. We’re committed to providing the most holistic platform to power your brand campaigns, deepening our partnerships with both established and emerging social platforms, and monitoring customer demand across these platforms to ensure you always have the best tools at your disposal.
  
  

Maintaining our partnership with TikTok

• As TikTok’s first partner in the creator marketing software space, CreatorIQ is a key strategic stakeholder in the platform, and we remain in close contact with our peers there. While we don’t have all the answers yet on what will happen, rest assured that we’re moving quickly as new information becomes available. Your data and success are always top of mind.
  
  

Keeping you in the loop

• We'll continue to inform you as we learn more. Our dedicated teams are experienced at operating under uncertainty, and we’re ready to support you through whatever comes next. Please don’t hesitate to contact us with any questions you might have. 

Despite the uncertainty surrounding TikTok, one thing is clear: Creator marketing is here to stay. The creator economy isn’t defined by any one platform. It’s defined by the relationships between creators and brands, and the deep trust they cultivate with their audiences. 

Over the past decade, creators have revolutionized how brands connect with their consumers —across platforms and the economy at large—forming an ecosystem that has adapted to, and been strengthened by, change after change. 

While the fate of TikTok is critically important, creator marketing’s broader momentum remains unshakable. At CreatorIQ, we remain committed to providing you with the tools, data, and support you need to prepare for whatever the future of marketing has in store. We look forward to shaping this future together.