TikTok is only four months away from being banned and reactions from all parties are mixed

As of September 11, a law signed by US President Joe Biden in April this year poses a huge challenge to TikTok's US business. The law requires ByteDance to find a new owner for TikTok's US operations by January 19, 2025. Otherwise, the application will face the risk of being blocked in the United States. Now, there are only about four months left until this deadline.

However, American media have observed that TikTok employees and their advertisers do not seem to show any worry. According to US technology website The Information, TikTok's legal team plans to file a request with a US appeals court next week aiming to block the implementation of this divestiture decree. According to sources close to TikTok's senior management, company executives are confident of winning this legal battle. This legal challenge may delay the implementation of the ban for several months or even longer. Against this background, the daily operations within TikTok are almost unaffected. US employees continue to focus on advertising sales, user growth, organizing creator activities, and planning to expand and recruit thousands of new employees. For example, about 30 TikTok creators participated in the company's multi-day live streaming event held in the Catskills in northern New York State last month.

Not only is TikTok internally calm, but the advertising industry's reaction is also relatively muted. At the Cannes Advertising Festival in June this year, Business Insider asked many advertising buyers. In the face of the possible disappearance of TikTok, most of them showed an indifferent attitude. Most people think that it is unlikely that TikTok will be banned.

However, this situation has also triggered extensive attention and discussion from the outside world. As one of the most popular short-video platforms in the world, TikTok has a huge user base and influence globally. Its future development trend not only concerns the interests of ByteDance but will also have an important impact on the global social media landscape. Whether TikTok can successfully resolve the crisis within four months remains to be further observed.