🚫 THE BAN THAT WASN’T

It was a big week for TikTok (and social media in general) after a US law banning it on national security grounds came into effect. Xiaohongshu became one of the top downloaded apps, welcoming an influx of digital refugees keen to fill their scrolling time (the irony of US users signing up to another Chinese-owned platform wasn’t lost on anyone). And while you probably know what happened, have you taken time to think about what it means? 

💡 OUR TAKE

🧘‍♀️ A DIGITAL EXHALE

One very immediate effect of the TikTok ban? Feeds free of content from the US. Some users likened it to a digital ‘exhale’ that allowed them to pause and reflect on what was to come next (i.e. how were they going to get by without American creators and content). Smaller creators outside of the US gained more visibility, resulting in either more regionally relevant FYPs or delightful discoveries. This algorithmic awakening sparked a wave of intentional feed curation, with some users actively blocking US creators to maintain variety (side-note that Instagram recently rolled out a recommendations reset).

Yes, the reversal restored access to US content but audiences are now more aware of the benefits of diversifying their feed. Even a temporary shift away from US-centric content was enough of a reminder of how business-as-usual it is to drown out local cultural conversations.

🤫 CONFESSIONS OF A CREATOR ECONOMY
Creators reacted to the upcoming ban by revealing their secrets with ‘since we’re all gonna die’ videos. Some ‘confessions’ were relatively tongue-in-cheek, others revealed the smoke-and-mirror effects many creators employ in a bid to go viral – with some fitness influencers admitting their results were not from following their own workout routine but rather from a BBL (Brazilian butt lift). Many followers were dismayed that they’d been tricked and, while the outcry will probably be as short-lived as the ban itself, it’s simply another signal of users being called to be more discerning of the content they consume.

Of course, for creators, the ban was also a reminder of the fragility of algorithm-dependent success and the ongoing need to experiment with an ecosystem building beyond TikTok – think Spotify podcasts, newsletters and more. These longer formats, and the deeper storytelling they enable, could also lend themselves to greater #authenticity… although it remains to be seen just how creators will leverage (and monetize) them.

💡 2025: BEYOND THE FEED?

TikTok has become the first stop for brands looking to get a handle on what’s #trending in culture. But here’s the thing: most viral TikTok trends don’t actually start on TikTok. In fact, most simply borrow from marginalized creators. Whether it was dance challenges or very demure behavior, the platform’s real power has been in amplification, not originality. And maybe – just maybe – the shine is rubbing off.

Another take? The ban was just a taster of what’s to come. Not greater regulation, but more intentional user behavior. This particularly applies to younger demographics, who are afflicted by widespread isolation, feel dissatisfied with their largely digital relationships and are gravitating towards IRL communities (from book clubs in Malaysia to running clubs becoming the new dating app in Indoensia and beyond). For this group, spending time offline could be the ultimate flex.  Perhaps this disruption wasn’t just about content preferences – it offered a preview of how digital influence might be redefined altogether.

For those of you born before 1997, ‘fax, no printer‘ is Gen Z speak for ‘undeniable facts I agree with’

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