NIXSOLUTIONS: TikTok’s US Traffic Has Almost Recovered After Blocking

TikTok has nearly regained its baseline traffic in the US after an 85% drop during a brief shutdown. However, the platform’s future remains uncertain.

“DNS traffic for TikTok-related domains has continued to recover since the shutdown and is currently about 10% lower than before,” said David Belson, head of data analytics at Cloudflare, in an interview with CNBC. TikTok was forced to suspend operations on January 19 after the US Supreme Court upheld a law signed in April by former President Joe Biden. The law requires ByteDance, TikTok’s Chinese parent company, to sell the platform or face a ban in the US. In response, Apple and Google removed the app from their stores. However, on the following day, newly inaugurated President Donald Trump issued an executive order postponing the law’s enforcement for 75 days, until April 5.

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American Investors and Alternative Platforms

At least two groups of American investors have submitted proposals to acquire TikTok. Trump has also expressed interest in having SpaceX and Tesla CEO Elon Musk or Oracle Chairman Larry Ellison take ownership of part of TikTok’s assets. Meanwhile, the alternative app RedNote, known as Xiaohongshu in China, gained popularity following TikTok’s temporary shutdown.

Many American content creators who relied on TikTok have started shifting to other platforms. However, they acknowledge that their audience on YouTube Shorts and Instagram Reels is significantly smaller in some cases. Despite efforts to adapt, many creators are coming to terms with the possibility of TikTok’s exit from the US market.

Advertisers and Platforms Adjust Strategies

The uncertainty surrounding TikTok has led American advertisers to revise their strategies, notes NIXSOLUTIONS. Many have either suspended or adjusted agreements with influencers, specifying alternative platforms in contracts. Meta, viewing itself as a strong contender to replace TikTok in the US, has ramped up Instagram promotions across multiple platforms, including YouTube Shorts and Snapchat.

Meanwhile, TikTok creators worry about maintaining their advertising revenue on other platforms, as audience engagement and monetization conditions may not be as favorable. Some influencers note that the overall atmosphere on these alternatives differs significantly from TikTok’s.

As the situation develops, we’ll keep you updated on the latest changes and their impact on creators, advertisers, and the broader digital landscape.