Illustration of a smartphone with the TikTok logo displayed on the screen, shown with a ‘For Sale’ sign to represent the U.S. ownership deal

TikTok’s future in the U.S. has been uncertain for years, but this month brought new clarity. On September 25, 2025, an executive order approved a deal that allows TikTok to remain live in the U.S. while complying with the divest-or-ban law passed in 2024. The law requires TikTok’s U.S. operations to be majority-controlled by American investors, with ByteDance holding less than 20%.

For marketers, this is confirmation that TikTok isn’t going away. Instead, it’s entering a new phase that could reshape how the algorithm works and how data practices and the ad ecosystem might evolve. The specifics are still unfolding, but the direction is clear enough to act on now.

Don’t have time to read? Here’s a quick video. 

Where things stand today

A U.S.-led ownership group, including Oracle, Silver Lake and Abu Dhabi’s MGX, will take control of TikTok U.S., with the deal valuing the platform at roughly $14 billion. Oracle will take the lead role in overseeing data security. ByteDance will keep a minority stake below 20%, keeping the app compliant with U.S. law.

The recommendation algorithm is the focal point of the deal. Oracle is expected to license the system and then handle both retraining and ongoing monitoring of a U.S. version. While the process is still being finalized, marketers should anticipate at least some shifts in how the feed behaves.

And yes, the timeline for enforcement has been extended once again, with TikTok guaranteed to continue operating in the U.S. until at least December 16, 2025.

What may still change

One of the biggest unknowns is whether Americans will stay on the current app or eventually need to download a U.S.-only version. Some reporting suggests a smooth transition using retrained algorithms, while others point to the possibility of a separate app. The outcome will determine how well users stay connected and how brands or creators preserve their reach.

From a marketing perspective, the question is how well TikTok campaigns will perform and if tools like targeting and commerce features will transition smoothly.

What this means for your brand

Campaigns can continue
TikTok is active and remains a powerful channel in its current state through Q4. But be prepared to pivot quickly if app features shift or a new U.S. build is introduced.

Targeting could evolve
Retraining the recommendation engine could alter how campaigns learn and deliver. Advertisers may see changes in audience modeling or ad optimization. Document your current CPA and ROAS now so you can spot differences later.

Creator partnerships need flexibility
When the U.S.-specific app rolls out, some creators will see audience drop-off. Brands should diversify partnerships across TikTok and also reinforce efforts on Reels and Shorts. Be prepared to repurpose content.

Commerce is uncertain
How TikTok Shop and affiliate programs will carry over is still unclear. Protect sales by keeping best-selling products live on Instagram and YouTube shopping platforms.

Policy updates are likely
With new oversight of the algorithm, expect updated policies and stricter audits. Regulated brands should plan extra review cycles to ensure compliance.

What your brand should do right now

  • Stay visible on TikTok: Keep your content and ad campaigns active through the holiday season, but maintain a backup plan in case a migration disrupts reach.
  • Save key assets: Export high-performing videos and campaign reports, along with any lead data you want to preserve. Spread your presence: Produce creative that works on TikTok and adapts easily for Reels or Shorts so budgets can shift quickly.
  • Track performance benchmarks: Record your current conversion costs and attribution models to measure any changes once updates go live.
  • Safeguard commerce: Ensure your priority SKUs and promotions are active on multiple platforms to stabilize revenue streams.

The bottom line

TikTok’s U.S. future looks more secure than it did earlier this year, but important details are still being finalized. The biggest factors to watch are how the algorithm will be managed and whether users will need to migrate to a new U.S.-only app. For now, keep campaigns running while safeguarding your data, and make sure your strategy stays flexible so your brand can adapt quickly if the platform changes.

Looking for guidance on how to protect your marketing strategy through TikTok’s transition? Connect with Rocket55 to build a plan that keeps your brand ahead.