![Local SEO Checklist for 2025 [+ Free Interactive Template]](https://static.semrush.com/blog/uploads/media/aa/8c/aa8c5dcc490028583c90ca059145182b/923675c4192264960a411e492eb81c0a/local-seo-checklist-sm.png)
![What Is Enterprise SEO? [+ Challenges & Tips for Success]](https://static.semrush.com/blog/uploads/media/29/ef/29ef2788bc32231bdd7879bb713fcfbf/55ae9c9b1332eff127afbd346283a288/enterprise-seo-sm.png)
![The Usability Testing Playbook [Expert Tips & Sample Questions]](https://www.hubspot.com/hubfs/usability-testing-1-20250305-3357250.webp)
![Master your 2025 social media strategy [free template + expert tips]](https://blog.hootsuite.com/wp-content/uploads/2024/10/social-media-strategy.png)
Digiday+ Research: TikTok usage and spend fall as U.S. ban looms
Brands' TikTok usage and — more importantly — their marketing spend have both fallen off as of the first quarter of this year.
Interested in sharing your perspectives on the media and marketing industries? Join the Digiday research panel.
TikTok wrapped up a successful year in 2024, even with a murky future ahead. Brands’ usage of the platform started strong and increased, and their marketing spend followed. But 2025 is shaping up differently. TikTok’s ban in the U.S. has officially moved from an uncertainty to a reality. Sure, it’s on hold for now, but a very real clock is ticking in a very real way.
This is a member-exclusive article from Digiday. Continue reading it on digiday.com and subscribe to continue reading content like this.
