Trump’s TikTok Reversal and What It Means for Law Firm Marketing

Trump’s Shift on TikTok

In a surprising turn of events, President-elect Donald Trump has reversed his stance on banning TikTok, now pledging to “save TikTok in America.” This change throws the app’s future into a new realm of uncertainty, especially after previous moves to block the platform’s U.S. operations were outlined in our recent post, “Beyond the Ban: How Attorneys Can Prepare for a TikTok-Free World.”

While we previously explored how law firms could prepare for a future without TikTok, Trump’s reversal adds a new twist. The existing legislation still mandates ByteDance, TikTok’s parent company, to divest its U.S. operations by January 2025. TikTok is currently challenging this mandate in court, claiming it violates the First Amendment. The legal decision could now stretch well into mid-2025, creating new unknowns for law firms and other organizations relying on TikTok to reach U.S.-based audiences.

Legal Complications Around the TikTok Ban

The legal dispute over TikTok’s future in the U.S. remains unresolved, with ByteDance’s First Amendment challenge now under review by the D.C. Court of Appeals. This case could even go before the Supreme Court by mid-2025, leaving TikTok’s status uncertain well beyond the original January 2025 divestment deadline. For law firms and advertisers, this extended timeline makes planning particularly complex, as their social media strategies may hinge on how these court decisions unfold.

In our earlier article, we outlined steps for preparing if TikTok were to exit the market, yet with this added legal ambiguity, firms should stay agile. The path forward may involve balancing strategies across platforms while awaiting a final decision on TikTok’s role in the U.S.

What This Means for 2025 Budget Planning

With TikTok’s future now tied to unpredictable legal proceedings, firms face challenges in planning their 2025 budgets. The platform’s fate could go either way, and marketing teams will need to make strategic decisions on whether to allocate resources toward TikTok or plan around its potential absence.

As noted in our previous post, it may be wise to diversify digital outreach. While TikTok currently offers a direct line to 170 million U.S. users, the platform’s uncertain future underscores the value of preparing alternative ways to connect with potential clients. Firms that build flexibility into their marketing budgets and develop adaptable social strategies will be better positioned to adjust if the final legal decision on TikTok restricts its U.S. presence.

Preparing for What’s Next

With TikTok’s future in the U.S. still unclear, TSEG encourages law firms to maintain adaptable digital marketing strategies. The platform’s fate hinges on ongoing legal and political factors, and firms that plan for various outcomes will be better positioned regardless of what unfolds.

TSEG is here to support firms as they prepare for both possibilities—whether TikTok remains a viable platform or not. Our team will continue to provide updates and strategic guidance to help firms keep their digital presence effective and resilient, whatever the outcome. Partner with TSEG today.