TikTok 2025: Will Your Apartment Marketing Survive the Ban? Essential Updates for Multifamily Pros
TikTok in 2025: What U.S. Leasing Teams Need to Know
As of July 2025, TikTok remains a major platform for reaching Gen Z and Millennial renters in the U.S.—but its future is uncertain due to changing legal regulations.
What’s Happening With TikTok?
TikTok continues to operate in the U.S. but there’s a government-mandated deadline of September 17, 2025 for its Chinese parent company, ByteDance, to sell its U.S. operations.
If no approved sale is completed by then, TikTok could be shut down nationwide.
This legal challenge is centered on national security and data privacy concerns.
Why It Matters
170 million U.S. users rely on TikTok for everything from entertainment to discovering new apartment listings.
If you’re using TikTok for property marketing, a shutdown means the platform—and your potential leads—could disappear overnight.
TikTok has been valuable for short-form videos, virtual tours, and authentic connection with prospective renters.
What Should Marketers Do?
Keep using TikTok for marketing and engagement while it’s available.
Always cross-post your content to platforms you own or control—such as your website, Instagram Reels, YouTube Shorts, and Facebook.
Stay updated on legal developments, as the platform’s future in the U.S. could change quickly this fall.
Bottom Line
TikTok is still a powerful bonus channel for reaching renters in 2025, but its status could shift after September depending on the outcome of the mandated sale. Make the most of it—for as long as it lasts—but don’t rely on it as your only digital marketing tool.
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The SocialDM