The TikTok Ban and CapCut Marketing Aftermath: What We Learned & Where to Go Next
The TikTok ban took over the world... literally. Apps skyrocketed to success in app stores that no one had ever heard of before, and the marketing world had a full-blown existential crisis.
For 24 hours (or 72 if you were caught up in the CapCut blackout—yikes), marketers scrambled to make sense of what was happening. And in that chaos, we learned a lot. So let’s break it down, shall we?
Take a look at The Nerd's latest article on MARKETING BURNOUT

1. TikTok’s Algorithm Is Special (And Nothing Else Matches It)
The reason so many people panicked? TikTok's algorithm is different. Unlike other platforms, TikTok actually listens to what’s being said in videos, picks up on context, and puts content in front of ACTUAL people who care about it. No hashtags, no paid ads necessary—just showing up consistently was the main determining factor in success. And no judgements from your friends... Some people don't realize that the WORST group to launch your business in front of is your family and friends, and social media is hard to keep away from those two groups.
As long you showed up, you could get some reach! That’s a dream for small businesses and creators who aren’t swimming in ad budgets.
The moment TikTok disappeared, brands felt the void. And complained about it... but when it came back, some of them did not! It was a well-loved source for "What's Happening" Other platforms? Not so much. Which leads us to...
2. Marketers Had a Mini Meltdown
Marketing managers and business owners hit full doom-and-gloom mode when TikTok disappeared, and for good reason. The shutdown happened when no one expected it—Friday night—and then CapCut followed suit.
First the TikTok Ban and then CapCut? Say it isn't so!
(Those of us who know how ByteDance operates? We saw that coming, but still.)
And let’s be real: If your business depended heavily on TikTok for organic reach, you probably felt like years of effort went down the drain overnight. Some brands immediately shifted strategies, deleting accounts, moving to other apps, and revamping marketing plans on the fly.
And then... TikTok came back 24 hours later. The sheer whiplash was real.
So what do you do if your marketing team already moved on? Go back and keep on keeping on, or keep up with the new Jones's trying to figure it out on a new platform?
3. If You Deleted TikTok & CapCut, What Now?
Some people deleted the apps assuming they were gone forever—and now they can’t re-download them. If that’s you, you’ve got a few options:
Try a VPN. Change your country setting to somewhere TikTok isn’t banned and download it that way.
Use alternative apps. If you relied on CapCut, try:
YouCut (closest to CapCut’s features)
VLLO (another solid editing tool)
InShot (easy and effective for simple edits)
iMovie (basic, but works in a pinch)
Instagram’s new editor (super convenient but... the timing is sus, right?)
If you’re choosing not to go back, you need a new marketing game plan.
4. The Great Instagram Feed Fiasco
Oh, and while we were all distracted by the TikTok drama, Instagram decided to quietly change its post ratio.
If you noticed that your Instagram feed looked janky last week—like your images were awkwardly cropped—you're not alone. The ratio update changed from 1:1 to 4:5, which means they literally chopped the sides off every post.
*Thanks for the warning, Insta. :::EyeRollEmoji:::
But good news: If your account is fully updated, you should be able to adjust the ratio in your post settings. Yes, one picture at a time.
5. The Rise of Alternative Apps (Or The Great App Migration)
A flood of new apps entered the chat last week. Some of them have potential, while others are probably a waste of time. Here’s the breakdown:
Threads (Meta’s Answer to Twitter)
Best for: Short-form updates, personal brand awareness
When Elon took over Twitter, many people left, and Meta tried to capture them with Threads. If you don’t like Twitter’s chaos but still want a platform for quick updates, Threads is hopping right now. Bonus: It’s connected to Instagram, so your audience carries over.
RedNote / Little Red Book (The Chinese Aesthetic Wonderland)
Best for: Food, fashion, crafts, and global reach
This app exploded in popularity during the TikTok blackout. Originally big in China, RedNote is heavily focused on pretty and fun content. If your brand is visually appealing (think: restaurants, handmade goods, beauty products, pets), this could be worth checking out.
Also, the #TikTokRefugee trend was MASSIVE here. The app’s users welcomed American creators with “How to Use This App” tutorials.
Bluesky (A Twitter Alternative That’s... Meh?)
Best for: Creative professionals, niche conversations
Originally an invite-only space for people leaving Twitter, Bluesky is now open to everyone. If your brand is artistic, science-focused, or politically engaged, this might work for you. But let’s be honest—success here depends entirely on your niche.
Lemon8 (TikTok’s Answer to Instagram)
Best for: Aesthetic, influencer-driven content
Lemon8 is back, but still not super popular. If your brand thrives on fashion, travel, food, or lifestyle visuals, it’s worth playing around with. Otherwise, it’s probably not worth your time.
6. Should You Diversify Your Social Media?
Short answer: YES, but don’t panic.
If TikTok’s blackout taught us anything, it’s that relying on one platform is a bad idea. But that doesn’t mean you need to go ALL IN on every new app that pops up. Instead:
Stick to where your audience already engages. Don’t chase trends just because they’re new.
Repurpose content smartly. If you’re posting on TikTok, see where else you can share the same content (Reels, Shorts, etc.).
Diversify strategically. If your audience is tech-savvy, try Bluesky. If they love visuals, RedNote or Lemon8 might work.
Don’t get overwhelmed. Social media burnout is real. Focus on consistency rather than chasing every new feature or platform.
7. Final Thoughts: The Only Constant Is Change
The TikTok ban wasn’t just a tech hiccup—it was a wake-up call for marketers and business owners.
If you’re still relying on one platform, rethink your strategy.
If you’re overwhelmed, focus on what’s working and double down.
If you’ve been procrastinating on diversifying, now is the time.
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Let’s figure out where your brand should go next.
In the meantime, keep creating. Keep adapting. And most importantly—don’t panic. The marketing game is always evolving, and the brands that win are the ones that roll with the punches. 😉
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