The TikTok ban drama has been a journey, to say the least, with September’s update providing even less certainty about the app’s future. Since January, creators across the world (although particularly in the US) have been waiting with held breath to find out if their careers are about to drastically change. The answer, every single time, is no.
After a chaotic rollercoaster ride of negotiations, political drama, and looming threats of bans, TikTok has had what might be its most unexpected comeback yet. However, the latest developments are far from straightforward, and influencer marketers should pay close attention to how the situation unfolds.
The latest TikTok update: a deal in the works
Tuesday’s update followed after Donald Trump announced a "framework deal" with China aimed at saving TikTok from the September 17 ban deadline that would have seen the app banned in the United States. While the deal was hailed as a breakthrough, the reality is that we are far from the finish line. The deadline has been pushed once again, with a new extension until December 16.
Here’s what you need to know:
Another extension: This marks the fourth time that the deadline has been moved. The app was expected to shut down in September, but the deal makes more time for negotiations and final approvals.
Framework deal still pending: while a deal is in place in principle, there are still details to be hammered out. Trump and Chinese President Xi Jinping are slated to discuss the specifics of the deal in a phone call this Friday.
Ownership shakeup: if finalised, a consortium of U.S. investors, including Oracle, Silver Lake, and Andreessen Horowitz, would take control of roughly 80% of TikTok’s American operations. ByteDance, TikTok’s parent company, would maintain a minority stake of 19.9%, just under the 20% threshold that would trigger additional regulatory hurdles.
American-controlled governance: the deal proposes that the board of TikTok’s U.S. operations would be predominantly American, with one board member selected by the U.S. government to ensure alignment with national interests.
What does this TikTok ban update mean for influencer marketers?
So, what impact does all of this have on influencers and marketers who have made TikTok a central part of their strategy?
1. Content creation and audience engagement could stay the same, for now
Will the TikTok platform change dramatically once the deal goes through? Under the proposed deal, U.S. investors would host TikTok’s data on American soil via Oracle’s cloud services, addressing concerns about data security raised by lawmakers. As a result, U.S. users could continue enjoying the same user experience, especially the For You page, under new ownership and governance.
The important takeaway for marketers is that your strategies around TikTok content creation and influencer partnerships will likely remain unaffected in the immediate future, assuming this deal proceeds. The platform's algorithm, which is the heart of TikTok, will stay intact.
2. Data security may become a key focus
One of the primary concerns around TikTok has been its data privacy practices. The new arrangement will see data hosted on U.S. servers, which may ease some of the regulatory concerns that have caused friction between the app and U.S. lawmakers.
However, influencer marketers should stay on top of potential changes to data collection practices, as stricter regulations could affect advertising targeting or data analysis.
3. Potential shifts in US regulations could impact brand partnerships
The deal is far from final. As influencers, you could see new rules emerge that shape how US companies collaborate with TikTok creators. If the platform’s ownership structure changes in a way that favours US stakeholders, we could see fresh marketing opportunities arise. However, if Congress imposes new regulations to preserve national security interests, there may be additional compliance hurdles for brands working with influencers.
Come on, will this deal actually go through?
While the update of an extended ban deadline offers a momentary sense of relief for TikTok users and creators alike, a bigger question looms: Will this restructuring actually go through without another last-minute extension, or will we find ourselves back at square one come December?
Some lawmakers have already promised to dig deep into the details, ensuring the deal complies with both U.S. law and broader international trade agreements. TikTok’s future in the U.S. will likely remain in flux until the deal is formally completed and all regulatory concerns are addressed.
What should influencer marketers do?
It’s worth considering how long-term shifts in ownership, data security, and regulation could impact your strategy. Here are a few steps you can take:
Monitor legislative changes: stay informed about the evolving regulatory landscape in the U.S. and globally. Changes in how TikTok is governed or how data is handled could affect your audience targeting or influencer contracts.
Diversify platforms: while TikTok remains a powerhouse, it’s always a good idea to diversify your influencer marketing strategy across other platforms in case things take a turn.
Prepare for possible shifts: If TikTok's ownership changes significantly, you may see new features or marketing opportunities emerge. Be prepared to adapt your content strategy to align with any updates that the new governance may bring.
Keep a close eye on developments over the coming months, as this ongoing saga could reshape the way brands engage with creators and audiences on the platform.
