TikTok ban heats up + GaryVee weighs in

If this is TikTok’s last Christmas in America, it’s not going out quietly.

TikTok and TikTok Shop's number continues to be astonishing, as I've shared in the previous editions—and this week is no exception.

The ban has dominated the news cycle, but it’s worth noting that no articles have surfaced yet on the appeal TikTok’s parent company filed the day after the verdict.

Meanwhile, as I publish this edition, Trump just hosted ByteDance’s CEO at Mar-a-Lago. 👀

That said, I’ve gathered some must-read articles for you this week, including in-depth analysis for brands, key social trends for 2025, and the potential impact of a TikTok ban on the creator economy.

Enjoy!

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Read time: 3:20 mins

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Hot Tok News

Advertisers are nervous about the potential ban

‍The potential U.S. TikTok ban has advertisers on edge, with Meta and Google already seeing stock boosts as they stand to benefit. TikTok’s dominance in social commerce could be at risk, creating opportunities for competitors to seize ad revenue.
​https://www.industryleadersmagazine.com/tiktok-could-face-u-s-ban-threatening-its-social-commerce-dominance/

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How a potential TikTok ban could reshape the creator economy

​A TikTok ban could send shockwaves through the creator economy, forcing influencers and brands to rethink their strategies. This article explores how creators might pivot to other platforms and what it means for social commerce and brand partnerships moving forward.
​https://www.forbes.com/sites/kristenbousquet/2024/12/12/how-a-potential-tiktok-ban-could-reshape-the-creator-economy/​

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TikTok Shop begins European rollout with launch in Spain

‍TikTok Shop has officially launched in Spain, kicking off its European expansion. This move highlights ByteDance’s focus on growing its fastest-growing business as TikTok Shop continues to reshape the global social commerce landscape.
​https://www.businessoffashion.com/news/technology/tiktok-shop-begins-european-rollout/ ​

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TikTok offers free Shop credits for recruiting new users

​TikTok is incentivizing growth by giving free Shop credits to users who recruit friends to download the app and start shopping. This strategy aims to drive new user adoption and boost engagement with TikTok Shop during the holiday season.
​https://mashable.com/article/tiktok-paying-users-shop-app-downloads​

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TikTok Shop and social commerce trends for 2025: Insights from experts

​What’s next for TikTok Shop and social commerce? Experts weigh in on the trends shaping 2025, from the growing dominance of live shopping to the importance of seamless purchase journeys. This article offers a roadmap for brands looking to thrive in the evolving social commerce space.
​https://econsultancy.com/social-commerce-2025-trends/​

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7 takeaways for growing your health brand on TikTok Shop in 2025

If you’re wondering why your health brand should join TikTok Shop in 2025, this article breaks down the key insights from a recent webinar. From targeting Gen Z to leveraging TikTok’s unique social commerce tools, these takeaways highlight why the platform is a must for health brands.
​https://www.nutraingredients-usa.com/Article/2024/12/10/top-takeaways-for-brands-on-tiktok-shop/​

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A Gen Z version of QVC: TikTok’s evolution into a watch-and-shop destination

‍TikTok is positioning itself as the modern-day QVC, using live selling to captivate Gen Z audiences. With influencers and brands driving real-time purchases, TikTok Shop is rapidly becoming a hub for interactive, watch-and-shop experiences.
​https://www.latimes.com/business/story/2024-12-12/tiktok-shop-live-selling​

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Insider Tok

AI-powered shoppable video generator

‍​One of the most intriguing new features launched in TikTok Shop’s Seller Center is the AI-powered shoppable video generator. It takes your product listing’s content, asks you to highlight key features, and generates multiple shoppable videos for you to choose from.

I tested it with our product, and while the concept is exciting, the execution fell flat. The voiceovers felt off, and the visuals were simply animated static images from the product listing—not the kind of content that drives sales.

That said, I’m optimistic TikTok’s engineers will iterate and improve. With tools like the Symfony assistant already capable of creating scripts for ads, identifying key moments, and optimizing shoppable video elements, the pieces are all there. Add an AI avatar capability, and this could be game-changing. It’s just a matter of time.

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AI video assistant for script preparation

‍​TikTok Shop’s Seller Center also rolled out an AI video assistant, designed as a co-pilot to help you prepare scripts for your shoppable videos.

It looks promising, and I can’t wait to test it out.

Stay tuned—I’ll report back on LinkedIn!

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Tokonomics

Half of Gen Z uses TikTok daily, and TikTok Shop is their go-to for holiday shopping

​CivicScience is following Genz daily habits since 2020. CivicScience reveals that TikTok is a daily habit for half of Gen Z, with TikTok Shop rising as a favorite destination for holiday shopping. Interestingly, the study also shows that consumers are becoming more indifferent to the potential TikTok ban.
​https://civicscience.com/the-state-of-tiktok-and-tiktok-shop-amid-looming-app-ban/

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Walk the Tok

GaryVee has spoken.

If you don’t know who Gary Vaynerchuk is and you’re in the social media space, you’re missing out.

In his latest TikTok's video, he shares his excitement about TikTok Shop and Live Shopping.

Watch it because he says it all in 90 seconds:
​https://www.tiktok.com/@garyvee/video/7447307807914904878​

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That's a wrap!

As always, don't hesitate to reply to this email and chat! I'd love to hear from you!

Stephanie

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