TikTok may still be up and running but behind the scenes, the app’s fate is anything but secure. Earlier this year, the massively popular video platform was removed from both Apple’s App Store and Google’s Play Store in the United States. The move followed the passage of a U.S. law requiring TikTok’s parent company, ByteDance, to sell the app’s U.S. operations or face a full shutdown.
Then came a presidential executive order in January 2025, delaying the ban for 75 days and giving ByteDance more time to negotiate a sale or other legal workaround. The newest Trump order will set a mid-June deadline for a deal.
Now, with TikTok reinstated on app stores such as Apple & Google and negotiations still in motion, creators and businesses have been given a temporary reprieve.
But make no mistake, this isn’t over. And for Canadians who rely on TikTok for everything from creative expression to customer acquisition, the ripple effects of this legal drama could land much closer to home than expected.
So Why Should Canadian Creators Care?
Canada may not be the target of this policy, but when the U.S. sneezes, the entire creator economy feels the cold. With the United States accounting for one of TikTok’s largest audiences and its biggest advertising spenders, any major disruption to the app’s presence there could impact Canadian creators’ reach, revenue, and long-term visibility on the platform.
If you’re a Canadian influencer, brand builder, or small business owner using TikTok as part of your strategy, here’s what you need to know—and what you can do now to protect your platform and prepare for whatever comes next.
1. Your Reach Might Shrink, Even If the App Doesn’t Disappear in Canada
TikTok’s global algorithm doesn’t recognize borders the same way political policy does. Many Canadian creators rely heavily on U.S.-based audiences for visibility, growth, and engagement. If the U.S. ban proceeds—and TikTok is removed from app stores or functionality is limited there—Canadian creators could see significant drops in views, interaction, and opportunities.
If your follower base is largely American, now is a smart time to analyze your audience insights and begin thinking strategically about content that resonates with other markets—including Canadian followers and audiences across Europe, Latin America, and Australia, where TikTok’s growth is still strong.
2. Brand Deals and Monetization Could Slow Dow
If you’re monetizing your presence through brand partnerships, affiliate links, or sponsored content, U.S.-based brands may start pulling back budgets tied to TikTok campaigns until the platform’s future is clearer. Even Canadian brands that market heavily into the U.S. could start shifting toward creators who are diversified across other platforms.
It’s not time to panic—but it is time to get proactive. Creators who are present across Reels, YouTube Shorts, and even emerging platforms like Pinterest’s Idea Pins or Lemon8 are already one step ahead in showing brand partners that their influence doesn’t depend on just one channel.
3. Small Businesses Need a Multi-Channel Marketing Plan
If you’re a Canadian entrepreneur who’s leaned into TikTok for product discovery, storytelling, or direct sales (via TikTok Shop, for example), this situation is a warning shot: no single platform is guaranteed.
TikTok might still be a powerful discovery engine, but if its infrastructure becomes fragmented or audience reach dips due to a U.S. withdrawal, having a strong presence on Instagram, email newsletters, or even a revitalized SEO strategy can help keep your pipeline flowing.
It’s also a good time to focus on converting followers into owned audiences—think email lists, customer communities, or SMS marketing. These channels are platform-proof and future-ready.
4. The Creator Economy Is Now Tied to Policy—Not Just Algorithms
If there’s one big shift this situation highlights, it’s this: creators aren’t just content makers anymore. They’re digital entrepreneurs operating in a space influenced by international politics, tech regulation, and public policy.
That means staying informed is just as important as staying creative. Watch how the sale negotiations unfold. Keep an eye on whether new rules emerge in Canada or elsewhere. And remember—this isn’t just about one app. It’s about how creators across borders are impacted by decisions they have no control over.
What Canadian Creators and Entrepreneurs Should Do Now:
- Audit your platform mix: Where else are you creating content? What would happen if TikTok were gone tomorrow?
- Get to know your audience data: Understand where your followers are located, and tailor content accordingly.
- Diversify your income streams: Affiliate marketing, YouTube monetization, newsletter sponsorships, or digital product sales can add stability.
- Build owned communities: Followers are great—but email lists and community spaces give you control no matter what platform shifts occur.
Why it Matters:
TikTok’s 75-day delay may feel like a pause, but it’s really a countdown. While we don’t yet know how things will play out, one thing is certain: creators and entrepreneurs who are agile, diversified, and tuned in to the bigger picture will be the ones who thrive—no matter which app is trending.
So if you’re building something on TikTok, keep building. But start preparing, too. Because in today’s creator economy, adaptability isn’t optional—it’s the strategy.
