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TikTok’s return to app stores offers a brief reprieve, but uncertainty remains for brands and marketers

Article by Gadjo Sevilla  |  Feb 18, 2025
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TikTok’s return to app stores offers a brief reprieve, but uncertainty remains for brands and marketers
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Social Media Users
Politics
Social Media Marketing
United States

The news: The TikTok mobile app returned to Apple’s and Google’s US app stores last week. US Attorney General Pam Bondi reassured smartphone platform owners that they would not be fined for hosting the app after President Donald Trump paused its scheduled ban for 75 days.

The ByteDance-owned service had been removed from app stores in January to comply with the law calling for its sale or ban. 

TikTok’s appeal endures: TikTok has maintained about 90% of its US traffic from its 170 million users despite briefly going offline on January 19 and the removal from app stores, per Cloudflare Radar cited by CNBC.