Jeff Kagan: Relax. Even if TikTok disappears, the Next Big Thing will replace it

January 21, 2025 at 11:03 AM EST

Jeff Kagan: Relax. Even if TikTok disappears, something similar will replace it

TikTok has been under scrutiny in the United States for quite a long time already. Many have seen a threat in both the data the app controls and in the operation of the site because of its connection to China’s government. The threat is also the ability to steer users in a wrong, anti-USA direction.

The bad news for users is so many Americans use it and will be cut off if a ban goes into effect. The bad news for marketers is a source of revenue and income will be blocked. On the other hand, don’t worry so much. If TikTok goes bye-bye, it will be replaced by the Next Big Thing.

Social media has been with us for decades. It all started with Facebook Twitter and LinkedIn. These operate very differently. Some focus on the consumer. Others focus on the business market. Some have been used as a political tool over time. Others have not.

Is TikTok anti-American or safe to use? TikTok has proven there is a massive desire for new, social media services. It is not marketed as anti-American, but many say that is the result.

We have been wrestling with the data being gathered, stored and sold by USA based companies since this whole sector began. Today, there is increasing push-back against information gathering by American companies. That being the case, of course foreign owned companies, offering no consumer protection by U.S. laws could be even worse.

Plus, social media has grown and changed dramatically over time. Sometimes, existing social networks grow until a new and competing idea is introduced and steals the show and attention of users.

The ever-changing social media landscape

So, the social media marketplace is an ongoing and ever-changing space. That’s why companies like Facebook have always acquired many new competitors like Instagram. Some last while others fade away over time.

Recently, I have been reading news stories about the activity of American business leaders in the market to acquire or fix or replace TikTok.

Kevin O’Leary, (aka. Mr. Wonderful) from TV’s “Shark Tank,” says he is trying to acquire TikTok. Mark Cuban, also of Shark Tank, said he is ready to invest in a TikTok competitor based on BlueSky protocol.

As you can imagine, the size and scope of TikTok represents an enormous business opportunity. That’s why I can see one of three things happening:

TikTok could be divested by the foreign threat and continue to be operated as usual.
TikTok will be acquired and run by Americans. They will keep the data in the U.S. That solution could also raise concerns about the technology, being totally cleaned of the threat. But that’s another story.
TikTok will be shut down in the U.S.. If that happens there will be the next, big, social media operation which will replace it. In fact, there will likely be many others introduced, until eventually one is the winner.

President Trump seems to have expressed a change of heart regarding the company and the threat. He was against it a few years ago. However, since he believes it was part of the reason he was re-elected, he also sees value, under the right conditions. As one of the first acts of his second term, he gave TikTok a short reprieve on the ban.

So, bottom line, all things TikTok are in flux today, and we do not know what the final verdict will be. It may take a while before we know. Even if it does shut down, it can always be restarted once again.

Going forward, there will be quite a bit of news, opinions and angst due to the fact that we simply do not know what TikTok will look like when all the dust finally settles.

This could be something that will continue to be debated for weeks, months, even years to come. So, buckle up and enjoy the ride.

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