The United States Supreme Court ruling has come in. As of January 19, TikTok will no longer be available in U.S. app stores, marking a significant shift in the U.S. social media landscape. While the exact timeline and details of these changes remain uncertain, it’s expected to lead to a gradual decline in TikTok usage over time.
For Keyhole users, this does not impact how we track and measure your performance. However, changes to TikTok usage will show up in your analytics: fewer mentions in Social Listening and lower engagement metrics in Profile Analytics as U.S.-based activity decreases on the platform.
Let’s break down what these changes mean and how you can navigate them effectively.
What’s happening with TikTok?
Here’s what we know for sure:
- TikTok will be removed from U.S. app stores. This is the first major step in the ban. New users won’t be able to download the app, and existing users won’t receive updates.
- TikTok updates will stop, making the app less reliable over time. Without bug fixes or new features, the app will likely work for now but will gradually degrade, leading to slower performance and potential glitches. As a result, fewer U.S.-based users will remain active, which will mean fewer posts and interactions on the platform.
- TikTok continues to operate in other regions. While U.S. access to TikTok is restricted, the platform remains active in other countries. If you have an international audience, you can still publish TikTok content and track performance in these markets using Keyhole.
Here’s what we don’t know yet:
- How quickly TikTok will stop working for existing users. The app may degrade gradually or become entirely unusable. It’s unclear how long existing users will retain access to its features.
- How long users will have access to their stored TikTok data. It’s uncertain if TikTok will fully disable access to stored data or how much time users will have to export their information.
- Whether VPNs will allow U.S.-based users to access TikTok. It’s unclear if VPNs or similar methods will provide a reliable way for U.S. users to continue using TikTok after restrictions are enforced.
What does this mean for Keyhole users?
Here’s what you are likely to see:
- In Social Listening, fewer mentions for tracked keywords will appear. This reflects the decline in U.S.-based TikTok activity and posts.
- In Profile Analytics, Keyhole will still track and report metrics. However, you’ll likely see declines in views, engagements, and comments as U.S. TikTok usage decreases over time.
- Your past data is secure. Everything you’ve already collected in Keyhole remains accessible. However, we recommend downloading your critical reports now, since we don’t yet know how TikTok changes might affect future access.
- Keyhole’s functionality is not impacted by the TikTok ban. If U.S.-based users view, comment, or engage with your TikTok posts, those interactions will still be captured accurately.Pull back the curtain on Canva’s social presence and you’ll find something fascinating. They’ve turned their feeds into daily proof of what their platform promises – that anyone can create something worth sharing.
What should you do now?
- Export your TikTok analytics. Download your TikTok analytics and performance reports. As Tiktok’s app’s functionality may degrade over time without updates, securing your historical data is essential.
- Download every TikTok your brand has created. Your TikToks can be repurposed for other short-form platforms like Instagram Reels or YouTube Shorts.
- Explore other platforms. This is a good time to expand your presence on other platforms. Instagram Reels and YouTube Shorts aren’t just backup plans – they’re growing platforms where your audience might already be.
- Focus on international. If you have a global audience, focus on regions where TikTok will continue operating normally. While U.S. operations may be affected, TikTok remains fully functional in other markets. Our analytics tools can help you track performance across these regions.
Common Questions
When exactly would changes start?
The first change is TikTok’s removal from U.S. app stores. Existing users will still have access to the TikTok app initially, but without updates, the app will gradually become less stable, leading to performance issues over time.
Will I lose access to my historical TikTok data?
No – everything you’ve already collected stays in your Keyhole account. We recommend downloading any critical reports for future reference.
Can I still track TikTok international performance?
Yes. Keyhole will continue to track TikTok performance in all regions.
Looking Ahead
The TikTok restrictions bring uncertainty, but they also create a chance to refocus and strengthen your social media strategy. Backing up your data, transitioning your content, and exploring other platforms like Instagram Reels and YouTube Shorts will help you adapt and maintain momentum.
Our support team is here to help with exporting your TikTok analytics, navigating these changes, and exploring new platforms. Click the chat icon to connect with us—we’re here to support you every step of the way.
