TikTok’s future in Trump’s hands: Will it survive 2025?

The TikTok future Trump now controls is hanging by a thread. With a US ban looming unless ByteDance sells the app, TikTok’s fate is anything but secure. However, the company’s executives are projecting confidence. At its latest pitch to advertisers, TikTok shared its long-term vision for the future under the Trump administration while also framing itself as playing a role in today’s modern culture.

Speaking to a warehouse of advertisers, TikTok’s vice president of global business solutions, Khartoon Weiss, said, “TikTok is here — we are here. We are absolutely confident in our platform and confident in the future of this platform.” As the New York Times points out, this is probably the closest TikTok has gotten to addressing the app’s fate.

TikTok’s in an awkward position

Ever since TikTok found itself an unwitting pawn in the US-China trade war, the company has largely kept its head down. It hasn’t really made any big or grand statements. It simply kept quiet, and it’s not hard to see why.

Its parent company, ByteDance, is based in China. The firm is careful not to provoke the Chinese government, as it could potentially face negative consequences at home. However, it’s impossible for any business to ignore the size and significance of the US market. This is also why TikTok has largely avoided saying anything, so it doesn’t appear to be siding with either government.

That being said, this statement has reassured some advertisers. Krishna Subramanian, chief executive and co-founder of marketing firm Captiv8, said, “Hearing that TikTok is here to stay from TikTok leadership becomes really powerful, as we think about our strategies for 2025. Seeing their investments within generative A.I., within product, within cultural moments — it’s where brands need to be.”

The future is still very uncertain

However, as reassuring as this statement is, the future of TikTok under Trump is still very unclear. Trump has extended the ban’s deadline several times and has indicated a willingness to do it again. However, we still don’t know who the buyer of TikTok in the US will be. More importantly, the US and China are giving each other the silent treatment, so getting the Chinese government to approve the sale feels like a tall order.

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