Consumer Behavior

TikTok users will jump to Instagram, Facebook if US ban becomes permanent

Photo: wachiwit - stock.adobe.com

January 27, 2025

TikTok users are already moving to alternate social media channels in light of the move to ban the social media app in the U.S.

The channel shut itself down Jan. 19 but got a reprieve from newly-elected President Donald Trump who issues an executive stay for 75 days the following day. Government officials initially banned the app as part of the Foreign Adversary Controlled Applications Act.

Among TikTok users, familiarity with the ban has grown significantly as 70% said they were very familiar with the news, according to a Numerator survey that polled 9,000 consumers on social media usage, compared to 52% who said the same in a May 2024 Numerator survey. The survey included 2,500 TikTok users, according to a press release on the findings.

Additional findings include:

77% of US adult consumers currently use Facebook, 54% use YouTube, 52% use Instagram, 32% use Pinterest, and 27% use TikTok.
Among 18+ year-old households, current TikTok usage has dropped 4 points compared to last year (27% in January 2025 vs. 31% in May 2024).
55% of TikTok users have made a purchase from TikTok Shop.
TikTok users are growing more upset about the ban as well–53% said they would be somewhat / very upset if the ban is enacted (vs. 41% in May 2024).
At the time of the survey, 36% of TikTok users did not believe the ban would stay enforced, 28% believed the Trump administration would reverse the ban, and only 11% said the ban made sense.
TikTok users said if the app is banned, they will miss the short-form video format nature of the app (25%), the community and trends (17%), and TikTok Shop (17%).
If banned, TikTok users said they would move/have already moved to Instagram (44%), Facebook (41%), YouTube (35%), Snapchat (17%), and Pinterest (13%).
Chinese social media app, Xiaohongshu/RedNote, has garnered over 8% of TikTok users. 20% of Gen Z TikTok users would/have used the app as a replacement for TikTok, followed by 12% millennials, 6% Gen X and 4% Boomers.