TikTok has confirmed a new US “joint venture” setup that keeps the short form video app operating, instead of forcing an immediate shutdown or full sale.
For creators, the day-to-day experience should feel mostly the same in the short term. But the platform’s future has been political before, and it can become political again.
If you’ve been holding back from TikTok, this update gives the app a bit of momentum again and could make profitable brand campaigns easier to plan. Now let’s unpack what’s changed, and the smart way to use it without going all-in.
What’s changed?
TikTok was under pressure in the US to show that ByteDance (its Chinese parent company) wouldn’t be in control of the app there. So TikTok has created a new US setup called TikTok USDS Joint Venture LLC, which it says meets the US government’s requirements for how TikTok can operate in America.
The detail people are focused on is ownership. TikTok says ByteDance will keep a 19.9% stake (just under 20%), while the rest sits with American and other non-Chinese investors, making the new US operation majority American-owned. Importantly, this means the app stays available for over 200 million Americans and 7.5 million US businesses.
TikTok also says there are protections built into the new setup. In plain terms, US user data, the app, and even the algorithm are covered by tighter controls, with US user data stored in Oracle’s US cloud, alongside extra privacy and cybersecurity measures. These same protections also apply to CapCut, Lemon8 and other TikTok apps in the US under this arrangement.
However, creators reading the fine print of the platform's new terms have raised flags about the scope of data collection. One creator pointed out the updated policy requests permission to collect sensitive personal information – like racial or ethnic origin, sexual orientation, citizenship or immigration status, and even live locations – raising concerns about how this data might be used against users.
Why this matters for creators
TikTok staying live in the US is the headline. If you’ve been hesitating to commit to series formats, bigger edits, or longer-term partnerships because the platform felt uncertain, this reduces that pressure for now.
It also makes brand planning less awkward in the short term. Campaigns that span weeks or months are easier to pitch when the platform isn’t hovering over a cliff edge.
At the same time, this is still a reminder not to build your whole business on one platform. TikTok has been at the center of US policy debates for years, and this deal solves the immediate problem, but it doesn’t guarantee the conversation is over forever.
A lot of creators talk about any risk to platforms becoming a threat to their income. YouTuber tannertan36 is one of the many creators that remains cautious about going all-in with TikTok: “Losing TikTok was a huge wake-up call that we have to hold on to the platforms we have. These changes aren't just about causes and free speech, but also affect so many people's livelihood.”
Uppbeat’s take: The app stays, but so should your backup plan
TikTok’s mostly run as normal for creators through all the uncertainty. People have still been posting, getting views, and closing brand deals. This update just gives everyone a bit more confidence that the platform isn’t about to vanish overnight, which makes it easier to plan content properly instead of constantly second-guessing the future.
At the same time, it’s a reminder that even when a platform feels safe, things can change fast for reasons that have nothing to do with your content. The smartest move is to use this calmer moment to make your audience and workflow more resilient, so one policy shift doesn’t stall your momentum. Here’s what we’d do next:
- Keep TikTok in your strategy, but add a second lane. Consider posting your best TikToks to YouTube Shorts or Instagram Reels so your reach isn’t tied to one place.
- Make your content easier to binge. Tight hooks, clean pacing, and consistent audio are the content basics that help you hook viewers and build an audience. Uppbeat’s copyright-free music and assets can help your videos make an impression.
- Build an off-platform safety net. If you haven’t already, start an email list, Discord, broadcast channel, or basically anything that lets you reach people directly.
- If you work with brands, update your pitch. TikTok feels steadier right now in the US, which makes brand deals on the platform more likely.
- Stay informed and keep a repost workflow ready. If the situation changes again, you want to redistribute fast without scrambling.
The bottom line is that TikTok feels steadier right now, so you can plan with more confidence. Just make sure you’re building a strategy that still works if the ground shifts again.
