EXPERT SPOTLIGHT:  Brad Dick  |  Director, Platform Investment

Over the past year, most social media users and marketers have encountered headlines about a potential TikTok ban in the U.S. In April 2024, a bill was signed requiring TikTok to divest from its China-based parent, ByteDance, by January 19, 2025, or face a U.S. ban. That deadline has passed, and enforcement continues to be delayed, with the current administration citing an ongoing deal to address data security concerns. Public updates have been sparse and vague.
 
In September, a statement announced a framework agreement to sell TikTok’s U.S. operations to a new American-based owner, offering a path to keep the app available. However, China hasn’t confirmed the arrangement, and few details have emerged. While the headline offers relief, the vagueness leaves many operational and technical questions unanswered.
 
Key Questions:
  • Who will own TikTok U.S.?
    Ownership, governance, and incentives will shape the platform’s future.
  • Will U.S. users get a separate app?
    A distinct version could impact user experience, adoption, and scale.
  • What happens to the algorithm?
    The recommendation engine is TikTok’s core asset. Its fate will determine whether the platform remains viable for creators and marketers.
For Creators:
Stay alert. Your reach and revenue depend on the algorithm and data access—both in flux. A new app could mean rebuilding your audience.


For Marketers:
Short term, TikTok likely remains stable through the holidays. Long term, uncertainty prevails. Diversify budgets, test other platforms, and build creative that travels well.

Bottom Line:
TikTok has dodged an immediate ban, but its future hinges on a deal no one has seen. For now, enjoy the reach—but remember, you’re renting the space, not owning it.