‘Commonwealth Tok’ – How a brief US ban sparked a movement for local creators

The recent short-lived TikTok ban in the United States has offered the advertising and marketing industry a unique lens into the platform’s evolving dynamics and its potential to shape the future of organic and influencer marketing. While the ban was brief, lasting just 12 hours, its impact has been profound, sparking a movement among Commonwealth nations to amplify local creators and challenge the platform’s U.S.-centric algorithm.

On January 18, 2025, TikTok became inaccessible to over 170 million American users due to a federal mandate citing national security concerns. Although service resumed within hours following a last-minute extension, the ripple effects during the ban have left marketers and advertisers reevaluating their strategies.

During the U.S. outage, users from Australia, Canada, New Zealand, and the United Kingdom reported a revitalised TikTok experience. The absence of American users gave smaller creators in these regions an opportunity to shine, fostering a more supportive and engaging community. This shift has ignited the “Commonwealth Tok” movement, where users and creators band together to promote local content and diversify their feeds.

Justin Carter (pictured above), a novice TikTok creator with 19.8k followers and over 420k likes, as well as a business development manager (marketing), highlights the opportunity this presents: “This whole situation has been chaotic and has blown up online. The brief TikTok ban in the U.S. gave creators outside America a chance to connect more deeply and has sparked a growing divide between the U.S. and many Commonwealth countries. I have seen American users facing heavy criticism for their behaviour on the app, with many calling it rude, egotistical, and uncalled for. For smaller creators like me—and as someone who works in social media marketing—this felt like a golden opportunity to showcase local talent and finally break through TikTok’s overly U.S.-centric algorithm. It was short-lived, but the fight isn’t over. Commonwealth users are rallying to push back against the dominance of American content and bring back the supportive, fun vibe we experienced during the ban.”

The marketing implications of this movement are significant:

Algorithmic Realignment and Opportunities for Organic Reach

Marketers have long grappled with TikTok’s algorithm, which heavily prioritises U.S. creators and content. The temporary ban revealed a different side of the platform—one where local creators could thrive and user engagement was driven by supportive, community-focused content. If TikTok responds to this push for algorithmic inclusivity, brands and agencies could see new opportunities to connect with regional audiences through authentic, relatable content.

The Role of Influencer Marketing

For advertisers leveraging influencer marketing, this shift could mark a turning point. Commonwealth creators, often overshadowed by their American counterparts, may find increased visibility and engagement as audiences seek out fresh, local perspectives.

Carter notes the positive impact this movement has had on his own reach: “It will be fascinating to see where this movement leads and whether it will result in lasting changes to the algorithm. This shift could be a game-changer for Australian creators and even for advertisers aiming to target local audiences more effectively. Even after the ban ended, I’ve noticed a significant increase in followers and engagement from users in Australia, New Zealand, and Canada. This highlights the untapped potential of focusing on regional audiences and leveraging local influencers.”

Challenges of Negative User Behaviour

While TikTok’s U.S. audience includes many talented and kind creators, a loud group has been criticised for fostering a toxic environment. Within hours of the ban lifting, many creators experienced an influx of hate comments, often targeting personal appearance and presentation. This raises a critical question for marketers: could TikTok’s ecosystem benefit from less dominance by American users?

Carter shares his perspective: “It’s clear that the U.S. has a huge influence on TikTok, but the question is whether that’s always a good thing. As a marketing professional, I see the value in platforms creating healthier, more inclusive spaces. The brief ban showed how engaging and supportive the platform could be when it’s less dominated by negativity. I’m not saying TikTok should exclude American creators entirely, but rebalancing the algorithm to showcase more global content could be a win-win for users, creators, and advertisers alike.”

Check out Justin Carter on TikTok at jusso_carter