Will the US TikTok Deal Make It Safer – But Less Relevant?
TikTok’s Chinese owner, ByteDance, has recently struck a deal with investors to hand over the reins of its business in the United States. With over 170 million American users, according to TikTok, this shift has raised big questions about what changes will come for the platform and its users. The core issue is how TikTok’s recommendation algorithm – the powerful system that curates content on your For You Page – will be handled once it changes hands.
What Does the Deal Mean for TikTok’s Future?
Matt Navarra, a social media expert, told the BBC that the main question isn’t whether TikTok will survive, but rather “what version of TikTok survives.” The deal will see TikTok’s algorithm, which currently relies on vast amounts of global data, being licensed to US-based Oracle. This will mean that the algorithm will be retrained specifically using American user data.
According to Navarra, this could lead to an app that feels “safer and sturdier,” but at the same time, could lose the unique, unpredictable vibe that has made TikTok so popular. He explained that TikTok’s power comes from being a little “out of control,” often featuring quirky, niche, and politically sharp content that feels fresh and different. If the app becomes more controlled and sanitized to fit tighter regulations, it may lose some of the very qualities that made it a cultural phenomenon.
Will the App Still Feel Like TikTok?
The major question here is whether the US version of TikTok will still feel like the TikTok we know and love. Will it continue to get the latest features and updates, or will it become more isolated from the global version?
Tech experts like Will Guyatt suggest that the short-form video format, and features like in-app shopping, are unlikely to change. However, the algorithm that powers TikTok’s “For You Page” – which has been a key part of its success – may not adapt as quickly or accurately as the global version.
Kokil Jaidka, a computing expert at the National University of Singapore, pointed out that if the algorithm is working with a more limited data set specific to the US, there might be “blind spots” that could impact its ability to predict what content you’ll enjoy. This could mean that viral trends take longer to catch on, or that the content feels less personalized.
A Safer, but More Boring TikTok?
Oracle, a long-time cloud computing partner of TikTok, will now be taking a more active role in how the app operates in the US. It is joined by other investors like MGX, an Abu Dhabi government-backed fund, and Silver Lake, a private equity firm. But this shift in control comes with its own set of challenges, especially when it comes to balancing safety with creativity.
Navarra warned that pressure from these investors could make TikTok feel “blander,” as the platform could become more focused on user safety and less on pushing the boundaries of creative, edgy content. Instead of being a place where users can freely experiment and express themselves, it might start to feel more like a space to simply “behave.”
The Bottom Line
So, what does this all mean for TikTok users in the US? It’s likely that the platform will remain functional and still offer the core features we know and love. However, as the app’s algorithm becomes more “siloed” with US data, it may struggle to adapt to the fast pace of viral trends, and the content you see might be less bold and more regulated.
Ultimately, whether TikTok remains a vital, trend-setting platform or becomes a more polished, controlled space may depend on how these changes are implemented in the coming months.