In this article
Learn what’s happening with potential TikTok restrictions in the U.S. and how they could affect your Keyhole analytics, including how to:
Understand what TikTok’s U.S. restrictions mean for tracking
See how Social Listening and Profile Analytics could be affected
Take steps to prepare, export data, and adjust your strategy
Overview
The U.S. government has taken steps toward restricting TikTok, potentially affecting platform access and usage. While TikTok initially announced a plan to disable the app for U.S. users starting January 19, the timeline and final outcome remain unclear. Here’s what we know so far, how it could affect your analytics, and steps you can take to prepare.
What’s Happening with TikTok?
Removal from U.S. App Stores:
Starting January 19th, TikTok will no longer be available for download from U.S. app stores. New users won’t be able to download the app, and updates will cease for existing users.Possible App Disablement:
TikTok indicated it may disable access for U.S. users, but it’s unclear whether this will happen immediately or through a gradual decline in functionality.Data Export Option:
TikTok has stated that users will have the option to download their personal data. However, it’s unclear how long this option will remain available.International Availability:
TikTok remains fully functional outside of the U.S., and global audiences will continue to have access.
How Does This Impact Your Analytics?
Social Listening Metrics:
You may notice fewer mentions for tracked keywords originating from U.S.-based TikTok activity. This decline could happen immediately if the app is disabled or more gradually if U.S. usage declines over time.Profile Analytics:
Engagement metrics such as views, likes, and comments are expected to drop as U.S.-based activity decreases. However, international performance will remain unaffected, and Keyhole will continue to provide analytics for global TikTok usage.Historical Data Security:
All TikTok data already collected in Keyhole is secure and will remain accessible. To ensure you retain full access to your insights, we recommend downloading your reports now as a precaution.
What Steps Should You Take?
Export Your TikTok Data:
Download all performance reports from Keyhole and save any critical data you may need in the future. TikTok’s functionality may degrade, and having a local backup is essential.Download Your TikTok Videos:
Save your brand’s TikTok content, as these videos can be repurposed for other platforms like Instagram Reels or YouTube Shorts.Diversify Your Platforms:
Use this opportunity to strengthen your presence on other short-form video platforms. Both Instagram Reels and YouTube Shorts are growing rapidly and provide excellent alternatives to TikTok.Focus on Global Performance:
If your brand serves an international audience, continue to track TikTok performance in regions outside the U.S. Keyhole’s tools will remain fully functional for international metrics.
Frequently Asked Questions
Question | Answer |
Will my TikTok data in Keyhole be lost? | No. All historical TikTok data you’ve collected in Keyhole will remain secure and accessible. However, we recommend exporting your reports now to ensure you have backups. |
Can I still track TikTok performance internationally? | Yes. TikTok performance in international markets remains unaffected. Keyhole will continue to provide analytics for global audiences. |
How soon will TikTok be disabled in the U.S.? | Although TikTok initially announced plans to disable the app for U.S. users starting January 19, the exact timeline remains uncertain. The app may stop functioning immediately, or it could gradually degrade over time without updates. |
Looking Ahead
While TikTok’s future in the U.S. remains uncertain, this is also an opportunity to adapt your strategy and explore new channels. By securing your data, repurposing content, and diversifying platforms, you can minimize disruptions and maintain audience engagement.
If you have questions or need help navigating these changes, please reach out to your Keyhole account manager.
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