As the U.S. government moves forward with plans to restrict TikTok, this could mean significant changes to the platform's accessibility and usage. While TikTok has announced its intention to disable the app for U.S. users starting January 19th, the exact timeline and details 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 has indicated plans to disable access for U.S. users, but it’s uncertain if this will happen immediately or if users will experience a gradual decline in functionality as the app degrades over time.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
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.?
While TikTok has announced plans to disable its app starting January 19th, the exact timeline is unclear. The app may stop functioning immediately, or it could gradually degrade over time without updates.
Looking Ahead
The TikTok ban may introduce some uncertainty, but it’s also a chance to adapt your strategy. 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.