The World has just witnessed what may be the most masterful marketing play of the 21st century. In a whirlwind of legal rulings, political grandstanding, and social media hysteria, TikTok—a platform that thrives on viral trends—has just pulled off the most viral publicity stunt in the history of short form content.
As the clock struck midnight on January 19, TikTok went dark in the U.S. following a Supreme Court ruling upholding a law that effectively banned the app unless its Chinese parent company, ByteDance, divested ownership.
Ironically for a platform that thrives on short form content, this short-form ban lasted mere hours before TikTok was dramatically reinstated, thanks to an executive order from President-elect Trump—who had originally pushed for its ban in his first term.
Trump on Sunday posted “SAVE TIKTOK” on social media, to issue an executive order on to extend the period of time before the law takes effect.
Users in the U.S. who opened the app late Saturday night were greeted with a message with the headline, “Sorry, TikTok isn’t available right now. A law banning TikTok has been enacted in the U.S. Unfortunately that means you can’t use TikTok for now. We are fortunate that President Trump has indicated that he will work with us on a solution to reinstate TikTok one he takes office. Please stay Tuned!”
Fortunately (or calculatingly?) in just a few short hours TikTok was back online and better than ever, with President Trump heralded as TikTok’s saviour (and no doubt its fastest rising creator). The app has aligned itself as a cultural and political juggernaut in a presidency flanked by Big Tech, and a clear winner in the political equivalent of superbowl advertising superstardom
A cynical observer might say we just watched a scripted reality TV moment play out on the global stage—except this was real life, and the stakes were enormous. But for those who have followed Trump’s career, from The Apprentice to the White House, this was textbook Trump: a high-stakes drama, a villain, a hero, and a climactic twist that ensures he stays at the centre of the cultural zeitgeist.
His time as the host of The Apprentice was a decade-long masterclass in branding, positioning him as the ultimate dealmaker and larger-than-life personality. His entire political career has been built on the same principles: stay in the headlines, dominate the conversation, and control the narrative.
This TikTok saga is no different.
The Ultimate Political Marketing Play
At its core, this entire TikTok saga has been a masterclass in political and brand marketing. Consider the key takeaways:
- TikTok Just Got the Biggest Free Marketing Campaign in History
TikTok’s brief shutdown sent the U.S. into panic mode. Millions of young users flooded social media with messages of frustration, despair, and even conspiracy theories about the U.S. government “stealing their freedom of expression.” The outcry reached fever pitch, with hashtags like #SaveTikTok and #TikTokBan trending worldwide. Then, just as quickly as it vanished, TikTok was back. And who brought it back? Donald Trump. The app is now forever linked to the 47th President of the United States. - Trump Becomes TikTok’s Biggest Influencer
Let’s not underestimate the significance of this. TikTok is the de facto app for younger generations, many of whom are too young to vote in 2024 but will be eligible in 2028. Trump recognised the power of the platform, understood the generational attachment to it, and strategically positioned himself as its hero. The fact that TikTok publicly thanked Trump for restoring the app was the cherry on top and now a generation of future voters see Trump as the man who “saved” their beloved app. In a world where social media personalities wield enormous influence, Trump just positioned himself as the ultimate influencer to millions of Gen Z and Gen Alpha Americans. - The Art of the Flip
Trump is no stranger to reversing positions for maximum political gain. Let’s not forget—he was the one who first pushed for a TikTok ban in 2020, citing national security concerns over ByteDance’s ties to China. Now, in a stunning pivot, he’s the one bringing it back, painting himself as the champion of free speech and innovation. This move neutralises past criticisms of his anti-TikTok stance while rebranding him as a leader who “listens to the people.” - TikTok’s Stock—Both Literal and Cultural—Just Skyrocketed
In a single weekend, TikTok’s brand went from being on life support to being more relevant and powerful than ever. Its association with one of the most memorable presidential inaugurations of all time ensures its name will be etched in political history. Whatever behind-the-scenes deals were made, one thing is clear: TikTok now carries an undeniable level of prestige and influence in the American market that no competitor can match.
The Fallout and What Comes Next
Of course, not everyone is celebrating. Critics argue that this entire episode was nothing more than political theatre, a carefully orchestrated stunt that gave TikTok billions in free exposure and handed Trump a PR victory just as he steps back into the Oval Office. Others question the legitimacy of ByteDance’s compliance with U.S. regulations, speculating about undisclosed agreements behind closed doors.
Regardless of where you stand, one thing is undeniable: this was a moment of pure political marketing genius. TikTok’s dramatic disappearance and resurrection will go down as one of the greatest publicity stunts in history—one that benefited both the app and the president in ways that will ripple for years to come.
As for TikTok users? They’ll be back to scrolling, creating, and memeing at full speed—only now, there’s a new name permanently attached to their favourite app: Trump.
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