Well, by now this is old news. TikTok is now “safe” (yes, quotations there because we never know) from being banned in the US, as it finalized a deal to create “TikTok USDS Joint Venture LLC” to hold 80.1% of the control over the app.

Yes, this means Oracle, Silver Lake, and MGX now hold the majority, but it doesn’t mean ByteDance is fully out, as it retains a 19.9% stake (it’s something, maybe?). Regardless, this deal makes the app compliant with the 2024 legislation requiring the separation of TikTok and its US records from Chinese ownership.

So we are safe… are we?

A New TikTok Exodus

A new administration always — and we mean A-L-W-A-Y-S — means changes. Sometimes big changes, sometimes small changes… but always changes. On the same day the TikTok USDS Joint Venture took possession, all US-based users opened the app to a pop-up asking them to accept the “new terms and conditions.” The pop-up only mentioned:

• An updated corporate entity.
• New types of location info to be collected (with permission, allegedly).
• Changes in how they use your info.

No option to refuse, no option to close. Either accept or stop using the app… and not everyone was happy. The overall sentiment toward “Oracle and friends” taking over has always been negative among a portion of the TikTok population… so a new exodus began.

People online started reporting they were “leaving TikTok,” posting screenshots of themselves closing their accounts, and even asking, “Where are we going next?” (Red Note? No?)

Changes to the Algorithm

One of the main concerns about the change in ownership is the algorithm. ByteDance said they will NOT sell the core algorithm to a US company (honestly, why would they? The algorithm was what made TikTok as good as it was…). And well… they didn’t sell it.

According to the announcement made by TikTok on January 22nd, “the Joint Venture will retrain, test, and update the content recommendation algorithm on U.S. user data. The content recommendation algorithm will be secured in Oracle’s U.S. cloud environment,” which, for starters, sounds like everything is good, but does not mean that they own the algorithm: as of January 2026, ByteDance is licensing the algorithm to the new U.S. joint venture while retaining ownership, to comply with U.S. divestiture laws and Chinese export restrictions.

So… Is It The Same Algorithm?

In shot… maybe… (And yes, we really mean MAYBE).

On paper, not much has changed. The core algorithm logic is still ByteDance’s (so yes, it is sort of still ByteDance’s fault if your video flops or if you end up seeing a scary video at 3:00 AM), but we have to remember that the U.S. joint venture is essentially renting the algorithm, not owning it.

They can retrain it, tweak it, and deploy it using U.S. user data, but the foundational IP stays overseas, and that distinction matters more than it sounds.

By now, unless you are new to social media, you should know that algorithms aren’t static… we will dare to say they are almost like living things: they evolve based on inputs, incentives, and guardrails. Even if there are no changes to the original framework, who is tuning it, how it is being used, and why it is being used can subtly (or not so subtly) shift outcomes. A compliance-first environment, increased regulatory oversight, and U.S.-based data handling could influence everything from content distribution to moderation thresholds. The same engine, different rules.

And if you are still around, you might have noticed changes in the content you are being fed.

What Does This Mean for Creators?

For starters, if you decided to DIP and close your account, it means you have no account and now have to rely on other platforms (kind of obvious, we know), but if you decided to stay and “see what happens,” you will face some uncertainty. TikTok built its reputation on discoverability and the opportunities it gave to small accounts having the same viral potential as big ones. Any perceived shift toward “safer,” more sanitized, or more advertiser-friendly content raises alarms.

So far, we’re seeing anecdotal reports of:

• Slight dips in reach (first days’ videos were getting ZERO views).
• Slower traction on new accounts.
• Content taking longer to “catch.”

Nothing conclusive. Nothing catastrophic. But enough to make creators nervous, and when creators get nervous, they diversify.

The Platform-Hopping Era (Again)

This isn’t TikTok’s first “will it survive?” moment (just look at our blog archives, this is like our 238765938465 article about this, LOL), and chances are it won’t be the last. What is different this time is the creator’s behavior. While many people are not fully happy (or confident) about the change, some are taking their sweet time analyzing the changes to the platforms to decide whether staying is worth it. Creators aren’t deleting TikTok en masse, but looking into alternatives while keeping the platform open:

• Pushing harder on Instagram Reels.
• Testing YouTube Shorts more seriously.
• Reviving email lists (yes, really).
• Building communities off-platform.

Is TikTok Dead? … Well, NO. If it didn’t die under all the bans, a change in ownership won’t kill it either… however, it will definitely reshape it.

TikTok Should Not Be Your Only Strategy

For now, TikTok stays (unsure of how much it will stay the same, but at least it is still there…), and the app still works. The algorithm still feels like TikTok at times (some others, it might not), but trust has been shaken by ownership changes, forced consent, and yet another reminder that platforms are never truly stable.

For brands and businesses, this is a reminder to STOP relying on a single platform, focus on content you can repurpose everywhere, and to own your audience whenever possible (email lists? anyone?).

TikTok may be “safe” today, but if the last few years have taught us anything, it’s this: borrowed platforms come with borrowed certainty, and if there is one thing we don’t own, it’s our own social media profiles.