We asked 11 experts for their social media predictions for 2025 – here’s what they had to say.
Updated January 19, 10:20 AM EST.
On January 18th, TikTok became unusable for anyone based in the U.S. Here's what we know and what this means for your Buffer account.
What we know about the TikTok ban in the U.S.
- The TikTok ban has taken effect in the U.S. on January 19th, following the Supreme Court's decision to uphold the law.
- TikTok has 'gone dark' in the U.S., making the app unusable for all U.S.-based users.
- TikTok has indicated that the TikTok ban is likely temporary, given an administration change in the U.S. on January 20th, 2025.
What this means for your Buffer account
- If you have a TikTok account connected to Buffer, no action is needed at this time.
- If you would like, you have the option to disconnect your TikTok channel from Buffer and replace it with another channel of your choice.
- If you are based in the U.S., you will not be able to post to TikTok via Buffer.
- If you are based outside of the U.S., nothing has changed for your Buffer or TikTok account.
The TikTok ban and your social media strategy
If you work in social media, it’s nothing new to adapt and change your strategy based on the ever-changing algorithms and the rise and fall of social networks. (Who else was on Vine? 🙋🏻♀️) But, of course, we wish you didn’t have to.
TikTok has become one of the most widely used social media platforms, with over 170 million users in the U.S. alone, and is credited with impacting trends and cultural shifts.
Though the TikTok ban is expected to be temporary, it's a great time to consider expanding and diversifying your social media strategy.
The good news is that you've already done most of the work if you've been consistently creating video content for TikTok — our data shows that video is far and away the best type of content on all social media platforms for reach and engagement.
Instagram Reels and YouTube Shorts are the most similar to TikTok, and Facebook Reels is also a promising channel to explore. LinkedIn, too, is expanding its video features, so you may want to look there as well if it makes sense for your target audience.
TikTok being unavailable in the U.S is also an unfriendly reminder of the importance of growing an audience on the platforms and services you have more control over. It’s a good time to keep your website up to date, get set up with a link-in-bio tool, and ensure you’re leveraging your newsletter to its fullest potential.
This situation is still in flux, and we don't know what the outcome will be. For now, the best thing to do is stay informed. We’ll keep this blog post updated as we learn more.
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