Alright, TikTok’s ban saga is a rollercoaster—and it’s messier than ever. One minute the platform is gone, the next it’s back online thanks to some last-minute political wrangling. Meanwhile, advertisers are scrambling, Gen Z is swapping TikTok for search engines, and social apps like Instagram and X are seizing the opportunity to grab the ad dollars left in its wake.

Today, we’re breaking down the TikTok ban drama, how it’s shaking up the digital marketing world, and what’s next—plus your latest updates in social and digital marketing.—brought to you by The Digital Dispatch from Akari & Co.

Social Media Marketing

TikTok’s Cha-Cha Slide—Ban, Unban, Repeat

In the latest twist to our favorite Gen-Z soap opera, TikTok got the ax on January 19, courtesy of the Supreme Court’s ruling upholding the ban. But just a day later, President Trump delayed the ban’s enforcement by 75 days—kind of like hitting snooze on your Monday alarm.

Quick Recap

• Surprise Shutdown: On January 19, TikTok effectively went dark in the U.S., leaving new downloads—and countless creators—scrambling.

• Limited Lifeline: 12 hours later, the app’s back online if you already had it, but it’s still MIA from Apple or Google’s app stores. Fresh downloads? Don’t hold your breath.

App Store Wars

• ByteDance Apps Freeze: TikTok’s sister apps (CapCut, Lemon8) are also missing from U.S. app stores.

• Ain’t Nobody Budging: Apple and Google are awaiting rock-solid legal clarity—because nobody wants a multi-billion-dollar lawsuit, amirite?

Marketers on the Edge

From a social and digital marketer’s point of view, this fiasco is like the lights flickering in the middle of your Super Bowl ad spot. Brands and creators built entire strategies around TikTok’s bazillion-strong audience—now they’re unsure if the party’s getting shut down for good.

• Platform Exodus: Creators are either jumping ship or hacking their way into web-based versions of TikTok to keep in touch with their fans.

• Ad Spend Shuffle: Meta’s Reels is attracting fresh ad dollars, pushing CPMs north. Meanwhile, TikTok’s CPMs in January hovered around $4.90, with a $0.68 cost per link click—not exactly pocket change if the app’s survival is on the line.

• More Inventory, Lower CPMs: Paradoxically, some marketers are scoring lower year-over-year CPMs on Facebook and Instagram as Meta expands ad inventory. Translation? Your marketing budget might stretch further—just not on the platform you originally planned.

Big win for Duolingo

In the wake of TikTok’s looming ban, Duolingo reported a 216% surge in new Mandarin learners among U.S. users—far surpassing Spanish’s 40% increase—as “TikTok refugees” migrate to RedNote, also known as Xiaohongshu, which recently became the top free app on the App Store. This shift stems from RedNote’s default language (Mandarin), a spike in cultural curiosity, and Duolingo’s own TikTok tutorials teaching RedNote essentials. The surge also boosted Duolingo’s stock by nearly 7% on January 16, 2025, according to HuffPost, the South China Morning Post, and CNBC, while Live Now Fox confirms the app’s rising popularity in tandem with these “TikTok refugees.”

The Bottom Line

TikTok may be down, but it’s definitely not out—at least not yet. With 75 days on the clock and Apple and Google playing wait-and-see, the drama’s far from over. If you’re a brand or creator who banked on that For You page, time to diversify. Because who knows when that snooze button might go off for good.

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Social Media Trends

The Weekly Scroll 📱:

Instagram/Facebook/Threads

📜 Threads Begins Testing ads
Threads is testing ads, signaling Meta’s big move to turn the platform into a serious cash cow. With X (formerly Twitter) milking tweets for years, you knew this was coming. Brace for brand-sponsored content in your feed sooner rather than later.
👉 Read more about Meta’s announcement on Threads ads

Instagram Updates Profile Grid: Instagram introduced a vertically aligned profile grid that’s driving perfectionists crazy. If you’re an organizing buff, you’ll love the fresh, streamlined look.
👉 See Instagram’s new profile grid update

Instagram Officially Expands Reels Length to 3 Minutes: Longer Reels could mean more time to hook your audience—or lose them. The app’s giving creators three-minute windows to craft content, though it once advised against going long.
👉 Check out the new Reels feature

TikTok

TikTok Ban Sparks 5000% Surge In Alternative App Searches: According to new data, stateside users are scoping out everything from Triller to Lemon8—and not everyone’s impressed.
👉 See the details behind the TikTok ban surge

YouTube

Not much to report this week outside of new features for youtube premium. Check back next week!

X / Twitter

X/Twitter Goes Vertical
X is rolling out a TikTok-like video feed for iOS across the US, India, Australia, and Europe, with Android on deck—just in time to pounce as TikTok’s future wobbles.
👉 Check out X’s new vertical feed expansions

Other Platforms

Bluesky Gets a Video Feed
Decentralized social has entered the chat—Bluesky now boasts a dedicated video feed that’s giving major TikTok vibes. If you want a sneak peek into the platform that could be next on everyone’s lips, this is it.
👉 Check out Bluesky’s video feed developments

Digital Marketing Trends/Ads

Tour de Headlines

Meta

Performance Crash Landing
Some advertisers say their ROAS took a nosedive—from over 2 in December to under 0.5 in January. Chalk it up to recent policy changes (particularly in healthcare and wellness) and the TikTok ban’s spillover competition.

Meta Says No to Community Notes on Ads
While X shouts about crowd-sourced fact-checking, Meta’s skipping the feature on paid ads. If you were hoping for user-powered transparency, it’s not happening here.
👉 See Meta’s statement on Community Notes

CPMs Fluctuate on Meta - After TikTok Ban
Thanks to the TikTok chaos, Meta’s seeing fluctuating CPMs—and not everyone’s thrilled. Marketers are either excited at the new eyeballs or bracing for a bumpy ride.
👉 Read about Meta’s CPMs amid the TikTok ban

TikTok

TikTok Launches “GMV Max” in the UK, Following US Rollout
TikTok just extended its AI-driven ad format, GMV Max, to the UK after debuting it in the US. This tool automatically selects products, creative assets, and placements aimed at maximizing sales—perfect for TikTok Shop sellers willing to jump through a few setup hoops (like connecting a TikTok Shop and securing GMV Max authorization). If you’re looking to level up your e-commerce strategy, consider this your new MVP.
👉 Learn more about GMV Max campaigns

Google / YouTube

Google Shopping Rankings: Key Factors For Retailers
Want a top spot in Shopping results? A new study says it’s all about competitive pricing, robust site authority, and a sprinkle of SEO magic.
👉 Dive into the details about Google Shopping ranking factors

X (Formerly Twitter)

2025 Events Calendar for Marketers: X rolled out a marketing events calendar for your big campaigns this year, featuring everything from major sports finals to random “National Pizza Day.” Start marking those planners.
👉 Peek at X’s official 2025 marketing calendar

Interesting Stats

Show these to execs when they question you:

🌍 Global takeover: Social media users hit a whopping 5.22 billion—that's 60% of the global population scrolling through TikTok, IG, and the rest.

💸 Money moves: Social media ad spend is projected to hit $276.7 billion in 2025. (No pressure, just the GDP of New Zealand… twice.)

🛍 Where decisions are made: Nearly 46.1% of people globally hop on socials to research brands. If your brand isn’t searchable, it’s invisible.

🎥 All eyes on video: Digital video ad spend is climbing to $207.5 billion this year.

🎬 Video reigns supreme: 89% of businesses now use video as a key marketing tool, and people are spending 17 hours a week consuming it.

Recommendations/Resources

Tools & Apps We’re Loving Right Now 🛠️

Best AI Image Creator – Leonardo AI is blowing our minds. We’re ditching clunky design tools because this one’s got the magic touch.
👉 Give it a go

Best for Tracking TikTok Metrics & Competitor Benchmarking – TokBackup has become our secret weapon for TikTok insights. If you’re not using this, you’re flying blind.
👉 Explore TokBackup

See Competitor Ads in Real-Time – Meta Ads Library lets you spy on your competitors' strategies and campaigns. Lurking in here is basically a full-time job.
👉 Peek inside

Google Ads Campaign Insights – Google Ads Transparency Center lets you see where ad dollars are flowing. If you like data with a side of snooping, this tool’s for you.
👉 Go snoop

Best AI voiceovers - So, your talent flubbed a line, or you changed your script after recording? ElevenLabs lets you turn text into hyper-realistic voiceovers so seamless, no one will ever know.
👉 Fix it

Ad Creative Analytics - Beautiful creative reporting to help your team generate more revenue from your paid social ads.

👉 Try it out

Shower Thought  🚿💭

Every ad you scroll past is a failed attempt at capturing your attention in 2 seconds or less.