TikTok is not leaving the stage quietly. On a crisp Tuesday evening in New York City, amid cocktails, canapés, and comedian Hasan Minhaj’s levity, the social media giant staged its pitch to advertisers with striking poise. At the heart of the event, held during the annual upfronts week, was a clear message: TikTok remains confident in its future, despite formidable headwinds.
Khartoon Weiss, TikTok’s global head of business solutions, addressed a room full of marketers with both charisma and conviction. “We are confident in our platform and the future of this platform,” Weiss declared. Her words come at a time when TikTok’s U.S. operations face a legal ultimatum: divestment or a nationwide ban by January 19, 2025. Yet, the company remains focused on solidifying its role in the advertising ecosystem.
Between Promise and Pressure
The Protecting Americans from Foreign Adversary Controlled Applications Act, passed in April 2024, sets a clear deadline for TikTok’s Chinese parent company, ByteDance, to sell its U.S. operations. This legislation, upheld by the U.S. Supreme Court in January 2025, reflects the growing bipartisan consensus that foreign-owned tech platforms pose national security risks. But the enforcement of that law has been fluid. Since taking office in January 2025, President Donald Trump has twice extended the deadline, most recently pushing it to June 19, citing TikTok’s popularity among young voters and its cultural relevance.
This reprieve hasn’t slowed TikTok’s efforts to secure its advertising base. By focusing on stability and opportunity rather than risk, the platform tries to keep its narrative from being hijacked by politics. Weiss’s address was as reassuring as a strategic maneuver: “Thank you for sticking with us, because our advertising business… will not change.”
Resilient Revenue Forecasts
The numbers back that optimism. According to eMarketer, TikTok’s U.S. advertising revenue is projected to reach $14.8 billion in 2025, a 20.3% increase from 2024. Globally, the company is forecast to pull in $32.4 billion in ad revenue, provided it retains access to the U.S. market. These figures suggest that, from a business standpoint, TikTok remains an attractive bet for marketers.
Yet, not all is seamless. Legal uncertainty has created friction in the influencer marketing space. Growth in TikTok-related influencer spend is expected to slow to 17% in 2025, aligning with its more established rivals, Instagram and YouTube, according to projections also from eMarketer. This marks a shift from the platform’s recent years of rapid ascendancy and hints at advertisers beginning to hedge their bets.
The Battle for Market Share
TikTok’s potential exit—or even a forced divestment—could significantly benefit its competitors. Instagram Reels and YouTube Shorts stand ready to absorb fleeing ad dollars. These platforms, already aggressively copying TikTok’s short-form video model, are poised to capitalize on any disruption. If TikTok fails to secure a favorable deal, its rivals will waste no time turning uncertainty into opportunity.
However, TikTok’s edge lies in its deep engagement rates and unique algorithmic discovery engine, which still outpaces competitors in surfacing viral content and niche communities. The company is betting that this advantage, advertiser loyalty, and continued audience growth will keep brands anchored even through political turbulence.
Strategic Adaptation Is Key
The takeaway for marketers is nuanced. TikTok remains a critical channel, particularly for Gen Z engagement and video-first storytelling. However, the platform’s long-term viability in the U.S. is not guaranteed. Advertisers should prepare to pivot, ensuring campaign agility across multiple platforms.
Staying informed is essential. As the legal drama unfolds, brands would do well to monitor government actions, tech industry responses, and media forecasts. In the meantime, TikTok’s upfront performance shows that it’s not retreating—it’s recalibrating.
Marketing in a Shifting Landscape
TikTok’s efforts in New York weren’t just about media buys—they were about perception management. In a moment when regulatory clouds loom large, TikTok is fighting to project clarity. The platform bets that its product, cultural relevance, and projected growth will outweigh the uncertainty. Whether that bet pays off will depend as much on Washington as it does on Madison Avenue.
