As TikTok faces a US ban on April 5, the ByteDance-owned app has a new ad campaign framing TikTok as a savior of Americans and a champion of small businesses

Sapna Maheshwari / New York Times: As TikTok faces a US ban on April 5, the ByteDance-owned app has a new ad campaign framing TikTok as a savior of Americans and a champion of small businesses — The popular video app, which could be banned in the United States next month if it is not sold to a non-Chinese owner …

Mar 25, 2025 - 13:00 Updated: Mar 25, 2025 - 16:01

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As TikTok faces a US ban on April 5, the ByteDance-owned app has a new ad campaign framing TikTok as a savior of Americans and a champion of small businesses

With a potential U.S. ban set for April 5, TikTok is going on the offensive — not with legal action or political lobbying, but through a powerful new ad campaign that portrays the app as an essential part of American life. The ByteDance-owned platform, which boasts over 170 million users in the U.S., is now positioning itself as a champion of small businesses, creators, and everyday people whose lives have been transformed through the platform.

The campaign comes at a critical moment for TikTok, as U.S. lawmakers push for legislation that could ban the app unless its Chinese parent company divests ownership. Concerns over national security and data privacy have placed TikTok at the center of a heated political debate, with opponents citing fears of Chinese government influence. However, TikTok’s new marketing strategy shifts the conversation — from geopolitics to real-life stories.

In the ads, TikTok highlights small business owners who credit the app for helping them survive and thrive in a digital economy. From handmade jewelry shops to local coffee brands, the campaign amplifies the voices of entrepreneurs who say they owe their growth to TikTok’s algorithm, reach, and engaged user base. “Without TikTok, we wouldn’t have a business today,” says one featured business owner. Another describes how the platform helped them go from a local startup to shipping products nationwide.

Beyond small businesses, the campaign also features creators who have built careers, communities, and confidence on TikTok. Many of these individuals argue that TikTok offers an inclusive, creative space that other platforms struggle to match. The app has become a launchpad for music, comedy, fashion, and even activism — giving rise to a new generation of digital storytellers.

TikTok’s goal with this campaign is clear: to humanize the platform and shift public sentiment. By putting a face to the potential consequences of a ban, the company hopes to make the decision more difficult for lawmakers and the public alike. The ads are emotional, strategic, and deeply rooted in the American ideal of opportunity.

TikTok has also made efforts to emphasize its independence and transparency. The company has invested heavily in U.S. operations and data storage, and insists that it has never shared user data with the Chinese government. Still, skepticism remains high among regulators, and bipartisan support for a ban is gaining traction in Washington.

For TikTok, this new campaign could be a final push to sway public opinion — and, perhaps, influence the political narrative. By turning the spotlight away from China and toward the everyday Americans who use the app, TikTok is reframing itself not as a threat, but as a tool for empowerment and innovation.

As April 5 approaches, the future of TikTok in the U.S. remains uncertain. But if its new ad campaign succeeds in winning hearts and minds, the platform might just buy itself more than time — it could earn a second chance.

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