The US TikTok deal: what is changing and how it will impact businesses
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TikTok has quickly become one of the largest and most influential social media platforms in the world. There are now over 200 million users in the US alone, almost two thirds of the population. It has also risen to become one of the largest e-commerce platforms, generating an estimated $32 million every day from its US consumers.
The app has faced controversy in the States, however. TikTok was created and is run by Chinese company ByteDance, which has raised national security concerns over where the app’s data ends up. President Trump signed an Executive Order back in September 2025, requiring ByteDance to sell off its US operations to an American company or risk being banned. On the 22nd of January a deal finally went through, with a new LLC being formed, composed of a mix of US investors, the ByteDance CEO, and the tech firm Oracle, who have taken over data storage and TikTok’s algorithm in the US.
Below are our takes on what will change for businesses using the app. How will your content strategy need to adapt? Will advertising through TikTok still be worth it? How will TikTok Shop change?
Organic content – should you shift your strategy?
For most businesses, organic content will continue to look and feel very similar in the short term. The same audience is still there, the same trends will continue to surface, and the same creator-led style of content will dominate the For You page. What is likely to change is how confident brands and creators feel about investing time and resources into TikTok as a long-term channel.
With the platform now operating under a US-based entity and with Oracle handling data storage and the algorithm, there is a level of stability that simply was not there before. For many marketing teams, TikTok had become a “nice to have” rather than a core pillar, largely because of the ongoing risk of a ban. That conversation is likely to shift. We expect to see more brands treating TikTok in the same way they treat Instagram or YouTube, building out proper content calendars, longer-term creator partnerships, and campaigns that run for months rather than weeks.
From a content point of view, authenticity will remain key. The deal does not suddenly turn TikTok into a polished, brand-heavy platform. Raw, in-the-moment videos, behind-the-scenes clips, and creator collaborations will still outperform traditional ads and overproduced content. If anything, the increased scrutiny on the platform may push businesses to be more transparent, more human, and more consistent in how they show up.
Paid advertising on TikTok, still worth it?
TikTok’s ad platform has been one of the fastest growing in the world, and the deal is unlikely to slow that down. In fact, for some advertisers, it may remove one of the biggest barriers to entry. Brands that were hesitant to spend heavily on a platform that might disappear overnight now have more reason to test, scale, and commit real budget.
We expect to see a gradual increase in competition within TikTok Ads Manager as more US-based businesses come on board. This could mean rising CPMs and CPCs over time, especially in highly competitive sectors like ecommerce, beauty, and fitness. That said, TikTok still offers a level of creative performance that few other platforms can match. A single strong video can outperform a full campaign on Meta or Google, both in terms of reach and cost efficiency.
From a compliance and data perspective, the Oracle partnership should also make life easier for larger brands and regulated industries. More robust data handling and clearer governance may open the door for financial services, healthcare, and enterprise-level companies that previously stayed away.
The key for advertisers will be to keep leaning into native creative. Ads that look and feel like TikToks, rather than traditional commercials, will continue to win. The deal changes the ownership structure, not the behaviour of the audience.
TikTok Shop: what’s new?
TikTok Shop has been one of the platform’s biggest growth stories, and the US deal could accelerate that even further. With a more secure and localized operating structure, we expect closer integration with US-based logistics providers, payment processors, and customer support systems.
For businesses, this may mean faster fulfillment options, more reliable payouts, and improved seller tools. It also makes TikTok Shop a more realistic alternative to traditional marketplaces like Amazon for certain product categories, particularly impulse-driven and trend-led items.
We also anticipate a stronger push towards live shopping and creator-led storefronts. Influencers will continue to play a central role in driving sales, but with better infrastructure behind the scenes, brands will be able to scale these efforts more predictably and professionally.
What this means for your business
The headline is stability. The uncertainty that has hung over TikTok in the US for years has, at least for now, been replaced with a clearer and more structured future. For businesses, that means it is safer to invest, plan, and build on the platform.
If TikTok is already part of your marketing mix, now is the time to think long term. Develop a consistent organic presence, test and refine paid campaigns, and explore TikTok Shop if you sell physical products. If you have been sitting on the sidelines, this deal may be the signal to finally get involved.
TikTok is no longer just a trend platform. It is a major player in the US digital economy, and the businesses that treat it as such are likely to be the ones that benefit the most over the coming years.
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