TikTok’s future remains precarious under Donald Trump, with a potential US ban looming unless its parent company, ByteDance, divests the app. The executives at TikTok are attempting to project confidence amidst this uncertainty.

During a recent presentation to advertisers, TikTok’s vice president of global business solutions, Khartoon Weiss, expressed, “TikTok is here — we are here. We are absolutely confident in our platform and confident in the future of this platform.” This statement marks a significant acknowledgment of TikTok’s volatile situation.

The company has faced challenges since becoming a pawn in the US-China trade tensions. For much of this period, TikTok has opted for a cautious approach, avoiding sweeping announcements.

The company’s ties to ByteDance, which is headquartered in China, compel it to tread carefully, as antagonizing the Chinese government could lead to repercussions for the firm back home. Yet, leasing out the US market is essential for any business, leaving TikTok in a dilemma where it must remain neutral to not appear biased towards either government.

This cautious stance seems to have calmed some advertisers. Krishna Subramanian, co-founder and CEO of marketing firm Captiv8, noted how reassuring it is for brands to hear from TikTok’s leadership that the platform intends to stay.

This confidence could help shape strategies for 2025, especially with TikTok’s ongoing investments in generative AI and cultural engagement. However, despite reassurances, TikTok’s future under Trump’s administration is still shrouded in uncertainty.

Trump has repeatedly delayed the ban’s deadline and may do so again. The identity of a potential buyer for TikTok remains unknown, and gaining approval from the Chinese government for any sale appears increasingly complicated, leaving the platform’s fate hanging in the balance.