Contractors can still market on TikTok — for now
The popular social media app's fate in the U.S. remains in question, following a temporary shutdown on January 18

Image: Texas Monthly
This weekend, popular social media app TikTok temporarily shut down as part of a months-long legal battle over national security concerns, resuming service less than 24 hours later.
Why it matters: The platform counts 170 million U.S. users and serves as a marketing and advertising tool for over 7 million businesses nationwide, including many contractors.
What’s happening: TikTok’s Chinese parent company faced a January 19 deadline to sell its U.S. operations to an American owner or be banned in the U.S.
- After shutting down on Saturday night, President-elect Donald Trump on Sunday promised to extend the deadline upon taking office Monday, prompting the company to restore its service.
Yes, but: The extension requires “significant progress” toward a deal with a U.S. buyer, of which there’s currently no evidence.
What it means: Contractors who use the platform for marketing and advertising can continue operating as usual — for now.
- Zoom in: “We’ve prioritized our growth on Facebook, Instagram, and YouTube,” one contractor shared with Homepros, expecting these platforms to absorb TikTok’s user base should a ban take effect.
- “At the end of the day, it’s just a game of attention, and we’ll go wherever the attention is,” the person added.
Between the lines: TikTok’s video format is ubiquitous across social media platforms, giving contractors content flexibility regardless of the outcome.
What to watch: TikTok generates approximately $10 billion in U.S. advertising revenue that would need a new home under a potential ban.
- Platforms like Facebook and Instagram would likely capture most of these advertising dollars, driving up costs for all advertisers on the platforms.
What’s next: President Trump on January 20 granted TikTok a 75-day extension to find a legitimate U.S. buyer.
Editor’s note: This article was updated to reflect new information following President Trump’s inauguration.
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