The uncertainty around TikTok in the U.S. is not over yet. Former President Trump has extended the deadline for a potential shutdown, giving the platform and U.S. investors more time to finalize a deal. The NBC News report on the extension explains that this extra time reflects ongoing negotiations over data security and national interests, but for marketers it means the platform remains fully operational in the near term.
At the same time, TikTok’s future in the U.S. could look very different if a deal goes through. Coverage from PBS NewsHour on Oracle’s proposed role and reporting in USA Today about U.S. investor arrangements show that Oracle and other investors may play a central role in how TikTok’s algorithm is managed for American users. For businesses that rely on TikTok to reach customers, this raises important questions about content visibility, engagement, and advertising.
TikTok’s algorithm is the heartbeat of the platform. Unlike other social networks that often prioritize follower counts, TikTok’s For You feed surfaces content based on behavior signals such as watch time, comments, shares, and replays. That is why small creators and niche brands can break through and generate massive visibility without large ad budgets.
If Oracle or another U.S. partner begins overseeing how those signals are processed for American users, we could see:
• More transparency in how content gets distributed to audiences
• Stricter moderation around sensitive or misleading content
• New guidelines for how sponsored posts and ads are measured
• Potential differences in how U.S. users experience TikTok compared to global audiences
For now, marketers can continue to use TikTok as usual. The extension means campaigns, community building, and paid advertising strategies are not immediately disrupted. As the NBC News coverage of the extension notes, the extra time gives negotiators a chance to reach an agreement without an abrupt shutdown.
This also means:
• Active campaigns can keep running without interruption
• Brands should monitor performance data for early signs of algorithm shifts
• Flexibility remains crucial because updates could arrive quickly and reshape the playing field
Oracle’s potential management of TikTok’s U.S. algorithm introduces both challenges and opportunities. The PBS NewsHour report on Oracle’s role highlights the move’s focus on data security and regulatory trust, and the USA Today coverage adds detail about investor arrangements. For marketers, the ripple effects could include:
• Tighter oversight on ad targeting, reducing how granular campaigns can be
• Clearer reporting on content performance across U.S. audiences
• Prioritization of content that aligns with stricter brand safety policies
• An opportunity to lean into authentic, community-driven storytelling to maintain reach
Even with uncertainty, there are practical ways to prepare and stay ahead:
• A small brand that goes viral should immediately repurpose assets across platforms to preserve momentum if TikTok distribution tightens.
• An agency that uses highly specific targeting should model broader audience segments and creative variations in advance to avoid performance drops.
• Brands that frequently post topical content may need to document sources and adjust tone to match any new moderation rules.
TikTok’s core strengths—short, relatable, repeatable content and strong community engagement—are unlikely to disappear. The environment in which that content competes may become more structured. Brands that invest in consistent storytelling and community building will keep an advantage because those assets translate across platforms.
At That RANDOM Agency, we help brands navigate platform shifts with data-backed creative strategies that turn uncertainty into opportunity. If you want support shaping a resilient TikTok strategy, request a proposal today.
The recent extension gives negotiators more time to reach an agreement rather than causing an immediate shutdown, as explained in the NBC News report on the extension.
Oracle is expected to oversee how recommendations and ranking are processed for U.S. users, with a focus on data security and operational oversight, as covered by PBS NewsHour and USA Today.
No. TikTok remains functional during the extension. Use this time to monitor performance and run controlled experiments.
Yes. Increased oversight and new data rules could change how user signals are used for targeting. Marketers should prepare alternative audience approaches.
How should marketers prepare for these potential changes?
Keep content authentic, diversify platform strategies, and stay closely tuned to updates from TikTok and U.S. regulators.
