TikTok’s sale to a U.S.-based entity has now been completed, and early updates are beginning to surface. Brands are now paying close attention to how the new structure will affect reach, visibility, and audience behavior.

Creator content is a powerhouse, delivering 12x more impressions and 17x more engagement than brand-owned content.

From the TikTok ban to shifts in user behavior on Meta platforms, marketers need to stay agile and informed.