Some authors barely batted an eye at the U.S. TikTok ban. They didn’t use the platform and never planned to, so the decision made little difference to them.

But for others?

For authors who relied on TikTok’s powerful algorithm and the vibrant "BookTok" community to connect with readers and sell books, the ban was a game-changer.

According to Pew Research Center, 62% of TikTok users in the United States say they use the platform to make purchasing decisions, with 27% citing this as their primary reason for using the app.

That’s a bigger share than Instagram and Facebook combined.

So, if you’re one of the thousands of authors who leveraged TikTok to market your books, here’s what you need to know:

• What happened to TikTok?

• What happens next?

• How authors can adapt and thrive.

How We Got Here: A Brief Timeline

The push to ban TikTok in the U.S. has been brewing for years, primarily due to concerns that the Chinese government could access user data through ByteDance, TikTok’s parent company.

Key Events:

• April 20, 2024: The U.S. House of Representatives overwhelmingly passed a bill requiring ByteDance to sell TikTok within 270 days or face a ban.

• April 23, 2024: The U.S. Senate approved the bill.

• April 24, 2024: President Joe Biden signed the bill into law.

• May 7, 2024: TikTok and ByteDance sued the U.S. government, arguing the law was unconstitutional.

• December 6, 2024: The U.S. Court of Appeals upheld the ban.

• January 17, 2025: The Supreme Court unanimously upheld the ban.

• January 18, 2025: TikTok officially went dark in the U.S.

Later, President-elect Donald Trump issued an executive order delaying the ban, giving ByteDance additional time to find a buyer.

However, national security concerns remain unresolved, making TikTok’s future uncertain.

What Happens Next?

If ByteDance does not find a U.S.-approved buyer within the set deadline, TikTok could face a permanent ban.

Authors who use TikTok for book marketing should prepare for this potential reality while hoping for the best.

How Authors Can Prepare

Regardless of TikTok’s fate, the situation highlights an important lesson: Never put all your eggs in one basket.

Authors who diversify their platforms and strategies will be best positioned to weather the storm. If TikTok disappears, they’ll have other channels to maintain their audience and book sales.

4 Strong TikTok Alternatives for Authors

1. ATReads

ATReads is a social media platform specifically designed for book lovers, writers, and readers.

If you’re looking for a thriving literary community and an alternative to BookTok, ATReads is an excellent choice.

2. YouTube

If you posted longer videos on TikTok, YouTube is a natural transition. YouTube Shorts also offers an easy swap for TikTok-style short videos. Plus, YouTube content has a longer lifespan and benefits from SEO, which increases visibility over time.

3. Instagram

Instagram Reels closely resemble TikTok’s format, making the platform an easy pivot for short-form video content. While its algorithm isn’t as aggressive in pushing viral content, it still offers strong discoverability.

4. X (Formerly Twitter)

With X’s recent focus on video content, a dedicated vertical video feed, and an algorithm prioritizing engagement, the platform is emerging as a viable alternative for authors looking to connect with readers in new ways.

Key Takeaways for Authors

If TikTok was just one tool in your marketing toolkit, you’re already in a strong position. But if you’ve relied heavily on TikTok, now is the time to diversify.

Steps to Take Now:

• Start cross-posting your TikTok videos to YouTube Shorts, Instagram Reels, and X.

• Build an email list (this is crucial regardless of TikTok’s fate).

• Engage with dedicated book platforms like ATReads to stay connected with the literary community.

Even if TikTok survives, these steps will make you a more resilient, adaptable author. Don’t wait—start now.