TikTok’s US Sale: What It Means for Creators, Brands, and the Future of Social

The US TikTok sale, approved just days ago by President Donald Trump, marks one of the most significant moments in recent social media history. For millions of creators and brands who have built their businesses around the power of short-form video, this is a turning point full of both opportunity and uncertainty. 

At Disrupt, we’ve been watching this unfold closely and now that the dust is starting to settle, it’s time to break down exactly what’s happened, what it means for US users, and our expert recommendations for the next chapter.

Need help planning your next move? Talk to Disrupt’s social media and influencer marketing experts about how to protect and grow your TikTok strategy in this new landscape. Contact us to get started.

The Deal: Keeping TikTok Alive in the US

On Friday, President Donald Trump gave the official green light to a landmark deal securing TikTok’s US future. Driven by national security concerns, new rules require ByteDance, TikTok’s Chinese parent, to divest its US operations or face a total ban. The agreement, which still needs final confirmation from Chinese regulators, puts the majority of TikTok’s US business in American hands: Oracle, Silver Lake, and other US investors will collectively control 45%, with ByteDance’s stake dropping below 20%. Oracle will also take over day-to-day oversight of the algorithm that powers TikTok’s famously addictive feed, addressing mounting fears about data privacy and manipulation.

The move is historic not just for its political implications, but for what it means to the 170 million US users, many of whom spend an average of nearly an hour every day swiping through videos, connecting with communities, and driving trends. TikTok is now America-run, and for creators and businesses, it means the platform’s doors have stayed open, but that doesn’t mean business as usual.

TikTok by the Numbers: Why the Stakes Are So High

TikTok’s status as a cultural powerhouse in the US is unrivaled. Here’s what the latest data shows:

• 170 million US users log on monthly, making TikTok the third largest social platform in the country, just behind YouTube and Instagram.
• More than 59% of US adults aged 18-29 use TikTok, by far the most popular platform with Gen Z and young millennial audiences.
• US TikTokers watch videos for an average of 52 minutes per day, often more than they spend on competing platforms.
• Creators and brands in the US generate over $10 billion annually from creator funds, in-app sales, partnerships, and affiliate marketing.
• The top TikTok influencers can earn from $200 up to $80,000+ per sponsored post, with leading creators banking multi-million-dollar annual incomes.

For comparison, TikTok’s creator economy outpaces Snapchat and rivals Instagram, driving unmatched organic reach and trend culture across all corners of the internet.

What A US TikTok Sale Means for Creators and Brands

For US creators and the brands partnering with them, the TikTok sale is more than a political story; it’s a wake-up call. The intense focus on national security, data, and ownership is likely to drive new transparency requirements, stricter data controls, and higher expectations from both brands and audiences.

The good news: TikTok isn’t going anywhere any time soon. The bad news: platforms evolve fastest during times of change. Those who adapt fastest will lead the next wave.

Creators need to stay ahead by:

• Monitoring how recommended content may evolve, with Oracle now in charge of the algorithm.
• Understanding potential changes in monetisation, creator funds, and transparency rules under new American oversight.
• Watching for new compliance guidance for branded content and partnerships, as US regulators take a harder look at influencer marketing practices.

Brands, too, should see this as a chance to deepen cross-platform strategies, avoiding overdependence on any single channel. As we stressed in our earlier coverage of the TikTok Ban, smart diversification isn’t optional; it’s the foundation for long-term relevance.

Here’s what our Partnerships Director, Jamie Hambelton, has to say about it all:

“Honestly? US ownership might change who’s got the keys to the data, but the fundamentals haven’t really shifted at all. Oracle & new investors can monitor and lift the lid on visibility for our mates across the pond, but it’s not going to rewrite what audiences love. The scroll will still be driven by entertainment – what makes people stop, laugh and share – that will never change.

For brands, for creators, the brief remains the same as it always was: make stuff people actually want to watch & share, and understand the audience you’re talking to – the rest is purely governance. Don’t panic, stay creative, keep one eye on performance, platform updates and adapt if and when the platform evolves. (I doubt it will – they’d be silly to mess with the magic). The Biggest takeaway for me in all of this? Pay attention to the culture, not the compliance. The only real difference I can see, is there is someone new, watching the watchers.”

How to Respond: Disrupt’s Advice

To help our clients and creator partners get ahead of the turbulence, here’s Disrupt’s playbook for this moment:

• Master your TikTok strategy, make the content your audience and your creators’ audiences actually WANT to watch.
• Audit your TikTok presence and revenue streams for new risks and future opportunities.
• Double down on cross-platform content; expand into Instagram Reels, YouTube Shorts, and Snapchat Stories.
• Monitor policy updates closely and stay nimble with influencer deal terms.
• Invest in community platforms (Discord, Reddit) to nurture deeper connections with your audience.
• Partner with agencies that understand compliance, risk, and digital-first storytelling. Disrupt lives at this intersection.

The Road Ahead and Final Thoughts

The TikTok sale won’t end debates about data, privacy, or influence, but it has secured stability for creators and brands who depend on the platform for income, reach, and culture, at least for now. The smartest marketers will see this not as a return to normal, but as a window to double down on their digital strategies, diversify revenue, and lean even harder into genuine, community-driven content.

At Disrupt, we remain fiercely committed to helping creators and brands navigate every twist and turn in the social landscape. For our full take on how this crisis unfolded and how to future-proof influencer investments, catch up on our in-depth analysis here: The US TikTok Ban That Lasted One Day.

For brands and creators committed to leading, not lagging, now is the time to adapt, diversify, and keep innovating. Disrupt will be here every step of the way – reach out now to find out how we can help.