USA TikTok Ban and what it could mean for Dutch Influencer Marketing

January 2025 – A pivotal moment for the social media world is fast approaching: January 19, 2025. On this date, the U.S. government plans to implement a ban on TikTok, a move that could have significant consequences for both users and businesses that rely on the platform. What is driving this decision, and how might it impact Dutch influencer marketing? Let’s break it down.

The Global and NL rise of TikTok

TikTok has experienced exponential growth since 2018: from 130 million to nearly 2 billion users in 2024, with 1 billion being active monthly users. The platform’s unique ecosystem empowers creators to shape and redefine culture, particularly among its core demographic: 70% of users are aged 18 to 34. In the Netherlands alone, TikTok boasts 6 Million active users as of January 2025, contributing to a European user base exceeding 150 Million. With its influence extending from entertainment to e-commerce, TikTok continues to evolve, reshaping social media and marketing worldwide.

The Upcoming USA Ban

Recently Australia introduced a minimum age requirement for social media in 2024. But unlike the Aussies, the United States is considering a far more drastic move: a full ban on TikTok. Concerns over privacy and cybersecurity, particularly among young users, are at the heart of this decision, but the driving force is national security fears tied to TikTok’s Chinese parent company, ByteDance. If no resolution is reached, TikTok will become inaccessible in the U.S. starting January 19, 2025. Such a sweeping ban is uncommon and highlights the complex intersection of social media and geopolitics. One potential solution—selling the US activities of TikTok to a non-Chinese company remains on the table (any takers, Elon?), but the clock is ticking.

Impact for Social Media and Influencer Marketing in NL

In the long run, a U.S. ban could have both positive and negative effects on the TikTok user experience in the Netherlands. On the downside, many of the platform’s most influential trends and viral content originate in the U.S. Without this influx, TikTok may struggle to maintain its edge, potentially giving short-form video competitors like Instagram Reels and YouTube Shorts an opportunity to grow. For the influencer industry, this could mean reduced reach and revenue, as well as a shift in strategies toward alternative platforms.

On the other hand, the absence of foreign competition could open doors for local content creators, allowing them to thrive and produce content that feels more relevant to Dutch audiences. This could strengthen the connection between creators and their communities, fostering a more localized content ecosystem.

However, these potential outcomes are likely to unfold over the long term. In the short term, the consequences are expected to be less dramatic, with the platform’s global influence and existing content library providing some stability.