The details behind the TikTok–U.S. agreement.
President Trump announced that a TikTok deal has been made between China and the United States. China is yet to confirm, but this could mean big changes in the world of social media.
This deal will affect the 170 million U.S users, Creators, and businesses on the platform and will have a knock-on effect across the industry.
What is the US TikTok deal?
Trump has signed an executive order allowing for the sale of TikTok. This will see a U.S.-only version in the States, separate from the main platform.
Under the new structure, ByteDance will license TikTok’s algorithm to the U.S. entity, allowing continued access to the app’s core technology but with American-based oversight and data storage. It’s a move designed to ease long-standing national security concerns.
This will likely be used to create a US-version of TikTok.
The Associated Press confirmed that the preliminary framework between the U.S. and China would also extend to ByteDance’s sister brands, including Lemon8 (a Pinterest-style content platform) and CapCut, the popular video editing app.
Why is there a US TikTok deal?
The TikTok deal was created due to concerns about national security. The original executive order was signed by Joe Biden who said that TikTok, “continues to threaten the national security, foreign policy and economy of the United States.”
The fear is that ByteDance, which is based in Beijing, has ownership over American data and will share this with the Chinese government.
While some have claimed that China directly owns the app, TikTok remains a privately held company. According to TikTok, around 60% of ownership lies with global institutional investors such as BlackRock, General Atlantic, and Susquehanna International Group, while the founders hold 20% and employees own the remaining 20%.
The data and algorithm debate.
However, under Chinese national security law, domestic tech companies are required to grant the government access to user data if requested, typically for law enforcement purposes. The U.S. has long been wary of this legal provision, seeing it as a potential “back door” for unauthorised surveillance or influence over American users.
Officials have also expressed concern about TikTok’s content recommendation algorithm, suggesting it could be used to subtly shape the information shown to U.S. audiences. Lawmakers argue that algorithmic control represents a new frontier of geopolitical power, meaning influence not through espionage, but through engagement.
Shifting control to the U.S.
The new deal seeks to address these risks by giving the U.S. government greater oversight of TikTok’s American operations. According to President Trump, the framework introduces new rules “that appropriately protect Americans’ data and our national security,” aiming to reassure lawmakers and users alike that U.S. data stays under U.S. control.
What does this mean for UK businesses on social media?
The first thing is not to panic.
TikTok is still outperforming other platforms in reach, and this won’t change overnight.
The key to being set up for success is to continue creating content for your audience and building communities where your target groups spend time.
No Social Media Strategy should ever be based on one platform. You’re likely posting on multiple, and the next step is to review where you have the biggest potential for growth.
TikTok changes to expect.
TikTok has been banned in the U.S. before, briefly removing access to the app — and the short-term impact was immediate. During the previous ban, U.S. TikTokers diversified their presence, sharing their other platforms with followers ahead of time. Instagram Reels and YouTube Shorts became popular alternatives during this period.
If the new U.S.-only TikTok struggles to perform, creators are likely to migrate elsewhere, and their audiences will follow. These shifts don’t just affect the U.S. Global user behaviour adapts too.
During earlier bans, international audiences noticed a broader diversity of content as American creators temporarily disappeared from the algorithm. Many users even preferred this version of TikTok, coining the hashtag #WorldTok after the U.S. returned to the platform.
What this could mean for brands.
The emergence of a U.S.-only version could create both a vacuum and an opportunity on the original, global TikTok platform. With less competition from major American creators, local content may see a natural organic boost.
For UK brands, that means increased visibility and a chance to reach new audiences, as long as they stay agile and keep adapting their strategy.
What UK marketers should do next.
The TikTok deal may be making headlines in the U.S., but for UK brands, the message is simple: stay adaptable.
Algorithm shifts, platform politics, and regional updates are part of the digital landscape. The brands that thrive are the ones that stay curious, consistent, and audience-first, not the ones that panic every time a headline drops.
Now is the time to review your social mix, explore how platforms like Instagram Reels, YouTube Shorts, and even LinkedIn video can support your content goals, and continue nurturing communities that connect with your brand story.
At Bamboo Nine, we help clients navigate changes like these, blending social insight, data, and creativity to keep you one step ahead.
Talk to our Social Media team about strengthening your cross-platform strategy and turning change into opportunity.
