Is time running out for TikTok?

President Trump is threatening to ban TikTok in the U.S.

Interestingly, India banned TikTok a month ago citing ‘national security’ concerns.

What’s going on with TikTok, who amassed 800 million users via 2 billion downloads in under 4 years?

In the space of a month, it could lose 40% of its users who reside in the U.S. and India.

While many can lose because of such political decisions, few are fast to learn the bitter truth in marketing.

If you don’t build your audience on your own real estate (your own email database, website, etc.), you stand the risk of losing them all overnight.

In fact, a billion videos are watched daily on TikTok by users (40% of whom are teenagers) who spend 1 hour per day on it, which has made it one of the hottest modern marketing channels for brands.

Reportedly, Microsoft is trying to take over TikTok (US) to keep the network running, but that is not a guarantee and other nations could ban TikTok as well.