Something unusual is happening on TikTok — and it’s changing how people are expressing outrage and solidarity online.
Since January 24, engagement with ICE-related content on TikTok has dropped by roughly 90 percent, nearly to zero. This sharp decline stands in contrast to what we’re seeing on other platforms, where engagement around similar content has increased, particularly on Instagram. At the same time, many users report being unable to upload anti-ICE videos at all. TikTok has stated that this disruption is the result of a bug, but at this point, the underlying cause remains unclear.
What is clear is that the disruption itself has become part of the story. Whether intentional or technical, the sudden disappearance of visibility has altered the digital landscape. Conversations have shifted. Creators and organizers are moving to other platforms, adjusting formats, and finding new ways to make their voices heard. In doing so, the platform is learning how to shape the message.
We suspect there is more to unpack here, and we will continue to monitor the situation closely.
What This Moment Reveals
This moment is not defined by persuasion or messaging battles. It’s defined by shared emotional response and a growing skepticism toward federal power and institutional narratives.
People are looking to be understood. Across platforms, the content resonating most strongly is not overly produced or policy-heavy. Instead, it reflects real-time reactions, personal experiences, and a sense of collective witnessing. Authenticity, not perfection, is driving engagement.
For organizations trying to engage this space responsibly, the takeaway is simple but critical: stop leading with persuasion. Start by acknowledging what people are feeling. This is a moment that calls for presence, humility, and trust-building — not talking points.
In moments like this, visibility is about more than reach. It’s about resonance. And resonance begins when people feel seen.