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Updated January 2026
What marketers need to know
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.
We know that the U.S. version of TikTok will run on its own algorithm, and it’s possible that global engagement may not influence U.S. performance in the same way it once did. The updated terms also clarify that only creators with creator status can earn money on the platform, and TikTok now has broader rights to use uploaded videos, including for AI training. For marketers, it’s about understanding how these new terms may shape the way audiences move and interact.
What happens next will likely be more behind the scenes, even though some users are already wondering how their experience might evolve as the platform settles under new oversight.
Last December, Hello Partner published a piece on how a year of uncertainty had already pushed many creators to rethink where they spend their time. That shift started long before this deal was finalized, and it’s a useful reminder that creators often move ahead of the headlines. The creator landscape is already adjusting, and the completed sale simply adds another layer to that ongoing movement.
What this means for marketers
In moments like this, flexibility matters. You don’t need to predict the outcome to prepare for it. A few practical steps can help you stay steady even as things change.
Expand your platform presence
If TikTok plays a big role in your strategy, start strengthening your presence on YouTube Shorts, Instagram Reels, or Snapchat Spotlight. This keeps your reach stable no matter what happens next.
Work with creators who show up in more than one place
Creators who already publish across multiple platforms help your campaigns stay visible even if TikTok shifts. Their audiences tend to follow them, not just the platform.
Stay close to the news
Keep an eye on updates so you can move quickly if needed. You don’t need to track every headline, but staying aware helps you make timely decisions.
Impact outside the U.S.
Even for brands and creators outside the U.S., there may be ripple effects.
Global user behavior
If TikTok’s U.S. audience changes significantly, it could influence how the platform evolves globally. Users may spend more time on other short‑form platforms, which shifts where attention goes.
Businesses with U.S. audiences
International companies that rely on U.S. consumers may need to adjust their mix. Reallocating budgets or testing new channels early can help soften any disruption.
Creator economy
Creators who depend on TikTok may start investing more heavily in YouTube or Instagram. That shift could reshape where trends start and how content spreads.
The bigger picture
This moment is a reminder that platforms change, sometimes quickly. Regulations, ownership, and user behavior can all shift the landscape. The brands that stay adaptable tend to navigate these moments with more confidence.
Preparing for what’s next
As the next phase begins, it helps to plan for a few different scenarios.
Explore alternative platforms
Look at where your audience already spends time and where short‑form video is gaining traction.
Strengthen your content strategy
High‑quality, clear, consistent content travels well across platforms. It ’s one of the best ways to stay visible through uncertainty.
Keep your audience close
Direct engagement (comments, Q&A, live sessions) builds connection that isn’t tied to any single platform.
We’ll keep you updated on the latest developments and what they mean for marketers worldwide. Stay tuned.
If you’re reviewing your TikTok strategy or preparing for possible shifts, the TikTok evolution playbook offers a simple, structured way to plan your next moves.
