Physical Address
304 North Cardinal St.
Dorchester Center, MA 02124
Physical Address
304 North Cardinal St.
Dorchester Center, MA 02124
The recent drama surrounding the banning of TikTok in the US has caused a spike in search activity as people search for answers, alternatives and solutions.
Application temporarily close over the weekend and was reinstated after President-elect Donald Trump announced a 90-day extension. This led to a significant increase in search interest.
An SEO consultant named Sobhi Smat compiled a collection of search data and shared it on LinkedIn.
Here’s what the data shows about people’s reactions and what it means for marketers.
On January 17, the US Supreme Court upheld PAFACA. The original deadline for compliance was January 19.
In response, on January 18, TikTok began shutting down its services in the US, removing the app from app stores and displaying service termination notices.
On January 19, President-elect Donald Trump announced plans for a 90-day extension via executive order, allowing TikTok to resume operations while negotiations continue temporarily.
An analysis of Google search data from January 1-16 reveals three dominant search categories related to the TikTok ban:
One of the biggest increases in search activity is caused by people trying to understand the reasons behind the ban and stay informed about recent events.
Queries like “TikTok ban update,” “Supreme Court Verdict on TikTok,” and “Has the TikTok ban been extended?” experienced a breakthrough, with search interest increasing by more than 5,000%.
As fears of TikTok’s possible shutdown grew, people turned to Google to explore alternative platforms.
Search term “TikTok alternatives” saw explosive growth, with interest in certain apps such as RedNote, Lemon8, Clapper and Fanbase.
Among the alternatives, RedNote has garnered the most attention, with breakout search terms like “What is RedNote?”, “Is RedNote safe?”and “TikTok vs. RedNote”.
However, RedNote’s rise in popularity has exposed its challenges, particularly in providing high-quality content in English and dealing with translation issues. This led to a spike in related search for “Translation from Chinese to English.”
Other apps like Lemon8, Clapper and Fanbase also saw increased search interest:
Another trend involved users looking for ways to continue accessing TikTok despite the shutdown.
Queries like “Can I use TikTok with a VPN?” “How to change location on TikTok?” and “VPN for TikTok?” jumped dramatically.
The interest in VPNs shows that TikTok’s user base is determined to bypass restrictions and maintain access to the platform.
As people explored alternatives to TikTok, search trends show that they were quickly disappointed.
Search spike like “how to delete a RedNote account” and “delete Lemon8 app” suggests that not all alternatives met user expectations.
Search trends also reflect public curiosity about potential US buyers, with queries mentioning various high-profile figures including Mr Beast, Elon Musk and even Dolly Parton.
That’s in line with a legal requirement that ByteDance sell to a US company or go out of business.
For digital marketers, current events show that relying on a single platform is risky.
Marketers should keep a close eye on this development regardless of whether TikTok is sold, banned, or granted an extension.
This situation is a reminder of how legislative measures can influence online behavior and disrupt the market.
Featured Image: RKY Photo/Shutterstock