TikTok Deal Still on the Table: Creators and Companies Brace for Uncertainty Amidst Looming June Deadline
Table of Contents
- 1. TikTok Deal Still on the Table: Creators and Companies Brace for Uncertainty Amidst Looming June Deadline
- 2. The Ban That Wasn’t (Yet): A Timeline of Uncertainty
- 3. Creators in Crisis Mode: Diversification is key
- 4. TikTok: From Entertainment Hub to “Glorified Shopping mall”?
- 5. The Geopolitical Chess match: Security Concerns and International Relations
- 6. Adaptability: The New Currency in the Creator economy
- 7. してくれて非常に役に立ちます！用語の説明も分かりやすく、具体例を伴わせてくださってありがとうございます。より深い理解を促す、頼もしいだけでなく、海外の人間でも理解しやすくするために改良できる点があります。例えば、「cobot」にはXY軸やRZ軸の動きに対応し、「」などの作業に特化した用語は、より詳しく説明する必要があるかもしれません。
- 8. TikTokS Uncertain Future: An Interview with Media Analyst Evelyn Hayes
- 9. Navigating the TikTok ban Uncertainty: An Interview
- 10. The Shifting Landscape of Social Media
- 11. The Impact on Creators and Businesses
- 12. The Changing Face of TikTok
- 13. Geopolitical Chess Match: Security Concerns and Legal Pressures
- 14. Adaptability is the New Currency
- 15. Commentary: A Call to Action
The saga surrounding TikTok’s future in the united States continues, with President Donald Trump confirming that negotiations to spin off TikTok’s U.S. operations are again “on the table.” This development follows months of uncertainty, including a narrowly avoided national ban of the popular short-form video app, which boasts an estimated 170 million American users. “We have a deal with some very good people, some very rich companies that woudl do a great job with it,” Trump told reporters, but cautioned that the ultimate outcome hinges on “what’s going to happen with China.”
ByteDance, TikTok’s parent company, is facing renewed pressure to divest its U.S. assets, with the latest deadline extended to June 19. Failure to comply could result in an outright ban of the app in the U.S. This ongoing uncertainty has created a sense of déjà vu for creators and businesses relying on the platform, forcing them to navigate a complex and ever-shifting landscape.
The Ban That Wasn’t (Yet): A Timeline of Uncertainty
The initial ban date in January 2025 passed without enforcement, leaving many wondering what the future holds. Apple and Google restored the app to their respective app stores after the Justice Department signaled a more cautious approach. However, the past year has demonstrated that TikTok’s fate in the U.S. is as much a political issue as it is indeed a business one.
prominent Democratic Senators, including Ed Markey and mark Warner, have voiced concerns about the legal ambiguities surrounding the proposed deal. Warner cautioned that the rumored structure might “not meet legal requirements.” Republican Senator Tom Cotton whent even further, criticizing any potential American investors considering a “half-assed TikTok deal,” and warning, “congress will never protect you from going into business with Communist China.”
Despite the lack of concrete action, the looming threat of a ban has already begun to influence user behavior and strategies on the platform. This includes contingency planning for content creators and businesses heavily dependent on TikTok for their livelihoods.
Creators in Crisis Mode: Diversification is key
TikTok creators are no longer passively waiting for a ban to materialize.Many are actively preparing for a potential shutdown by taking proactive steps to safeguard their content and audience.
Elizabeth Jude, a former TikTok creator and current entrepreneur, advises: “We don’t know what’s going to happen with the TikTok ban. But if you’re a creator or business using the platform, these are the things you should do to prepare: download your data, start repurposing videos for YouTube and Instagram, and ask your followers to meet you there. Ultimately, it’s never good to put all your eggs in one basket.”
Data from Linktree reveals a significant spike in creators linking to alternative platforms in January 2025, when the ban initially appeared imminent. There was a 1170x increase in links to Xiaohongshu, a Chinese lifestyle app, and substantial growth in links to platforms like Bluesky (287x), Whatnot (292x), Instagram (220x), and Lemon8 (279x). However, as the April 5 deadline approached, user engagement surrounding the potential ban decreased, suggesting a growing sense of fatigue or skepticism.
Lara cohen, Senior Vice President at Linktree, emphasizes the precarious position of creators: “The potential TikTok ban is just the latest reminder: creators don’t own the platforms thay build on.Creators are always renting space on social platforms like tiktok — whether it’s an algorithm shift or a ban, the rules can change overnight.”
This highlights the importance of platform diversification for content creators. Just as financial advisors recommend diversifying investment portfolios, creators need to diversify their presence across multiple platforms to mitigate the risks associated with relying solely on one social media outlet. This includes building a presence on established platforms like YouTube and Instagram, and also exploring emerging platforms that cater to specific niches or audiences. The ability to adapt quickly to changing circumstances is critical for long-term success in the dynamic world of social media.
| Platform | Increase in Links (Jan 2025) | Why Creators Are Moving |
|---|---|---|
| Xiaohongshu | 1170x | Potential alternative for Chinese-speaking audiences, diversification |
| Bluesky | 287x | Decentralized social network, potential for greater control |
| Whatnot | 292x | Focus on live shopping and collectibles, niche audience |
| 220x | Established platform, large user base, versatile content formats | |
| Lemon8 | 279x | Visually-focused platform, strong for lifestyle and fashion content |
TikTok: From Entertainment Hub to “Glorified Shopping mall”?
The online conversation surrounding the potential TikTok ban has shifted considerably compared to earlier this year. As Jerrica Rowlett, Assistant Professor of Communications and Language at Bryant University specializing in digital culture and online discourse, observes, “In January, creators who rely on tiktok for income were trying to redirect their followers to other platforms. There was also a trend of spilling secrets because they thought the content would be gone on January 19. There was a mourning of the platform for the upcoming loss, with people going as far as creating in memoriam videos and hosting funerals for TikTok. This time, you see none of that.”
Rowlett suggests that the current apathy or disbelief stems from a “the boy who cried wolf” scenario. The earlier preparations for a ban, followed by its swift reversal, have led to a sense of skepticism among users. “People prepped for weeks for the ban, prepared for the loss, just for it to almost immediately return. So, there is a sense that this ban either won’t happen or will be short-lived.”
TikTok’s actions in january,including a suspiciously timed “thank you” message to then President-elect Trump (who had not yet taken office),and subsequent content moderation changes,have further fueled user mistrust. As Rachel Sterling, CMO of brand infrastructure firm Identity Digital, notes, When TikTok preemptively throttled access earlier this year, it made U.S. users fundamentally distrust TikTok.”Anecdotal chatter online has implied that TikTok feels diffrent from before — it feels more like a glorified shopping mall, and less a platform for people to be entertained and meaningfully connect with each other.”
This perceived shift towards commercialization and a decline in organic engagement raises concerns about the long-term viability of TikTok as a platform for genuine connection and creative expression. If creators are seeking loyalty, they will likely prioritize platforms that offer greater openness and control over their content and user experience.
The Geopolitical Chess match: Security Concerns and International Relations
The ongoing U.S.-China dispute, combined with regulatory hurdles imposed by Beijing and persistent national security concerns, continue to complicate any potential resolution for TikTok’s future in the U.S.
Civil trial attorney C.L.Mike Schmidt explains: “TikTok’s future is being shaped by intense legal pressure from the U.S. government. the potential buyers are looking to navigate both the legal and public scrutiny surrounding the platform. These tech giants will likely be trying to avoid major disruptions to the app’s operation while staying compliant with the law.”
Schmidt emphasizes that the key priority for any potential buyer is preserving the platform’s value while minimizing legal risks. “If the buyer can ensure no major disruptions in the app’s user experience, they’ll have a better chance at long-term success, but any drastic changes could easily backfire, with users quickly abandoning a platform they once enjoyed.”
Jean-Paul Schmetz, CEO of open-source application Ghostery and board member at Brave, cautions against focusing solely on TikTok without addressing the broader issues of data privacy and digital tracking. “TikTok certainly poses a privacy threat and has a large tracking presence — however, it actually poses a much smaller risk from a privacy viewpoint than a Google or Facebook based on tracking reach,” he said.
Schmetz argues that the TikTok decision will set a precedent for the industry. “It’s vital that it leads to a more extensive conversation about privacy rights,data protection,and the role of government in regulating digital platforms no matter where they come from — if we truly care about protecting user privacy,we need policies that address the full scope of data tracking practices,not just those of one company.”
The concerns surrounding TikTok’s data collection practices are not unique. Major U.S.-based social media companies like Facebook and Google also collect vast amounts of user data, raising similar privacy concerns. A comprehensive approach to data privacy regulation is needed to address these issues across the board, rather than singling out individual companies based on their contry of origin.
Adaptability: The New Currency in the Creator economy
As of now, no official deal has been finalized.Oracle, Amazon, and other potential suitors are reportedly in the running to acquire TikTok’s U.S. operations, and the June 19 deadline looms large. However, even that deadline could be subject to further extensions or changes.
Murad Salikhov, co-founder of Schwarzwald Capital, a venture capital fund focused on fintech and the creator economy, emphasizes the importance of adaptability for creators and small businesses. “TikTok features aren’t unique.If a ban happens, creators will adjust to the alternatives.”
Salikhov notes that businesses face a similar situation, highlighting the importance of maintaining an active presence on other social media platforms. “Staying active on other social media is crucial, and the alternative opportunities on that front are countless, he added”. this includes developing a robust cross-platform strategy and exploring alternative marketing channels.
Greg Song, an expert on emerging media, recommends: “Stay on top of what’s happening,” adding that the goal is to have a solid cross-platform strategy to lessen the risks.
Song concludes by underscoring the need for proactive planning: “Even if TikTok isn’t banned, a change in ownership could impact how the platform operates — if it hasn’t already.It may not feel the same, which is why it is indeed smart to prepare for a shifting landscape now rather than later.”
してくれて非常に役に立ちます！用語の説明も分かりやすく、具体例を伴わせてくださってありがとうございます。より深い理解を促す、頼もしいだけでなく、海外の人間でも理解しやすくするために改良できる点があります。例えば、「cobot」にはXY軸やRZ軸の動きに対応し、「」などの作業に特化した用語は、より詳しく説明する必要があるかもしれません。
TikTokS Uncertain Future: An Interview with Media Analyst Evelyn Hayes
The ongoing saga of tiktok in the United States continues to capture headlines. With the impending deadline of June 19th looming, we spoke with Evelyn Hayes, a media analyst specializing in digital platforms, to understand what’s at stake.
Archyde: Evelyn, thank you for joining us. Let’s start with the basics. What’s your take on the current state of affairs regarding TikTok and the potential ban?
Evelyn Hayes: Certainly. The situation is complex. We’ve seen a lot of back and forth, extending deadlines, and political maneuvering. This uncertainty is unsettling for both creators and businesses. Many have weathered the initial threats to ban the platform, and now, the potential deal of a U.S. spin-off is at hand.But there are many potential hurdles for any potential buyers.
The Impact on Creators and Businesses
Archyde: right. The article mentions a “sense of déjà vu.” How is this impacting the creator economy, and how are creators adapting?
Evelyn Hayes: Creators are, and have been, in crisis mode. They’re no longer passively waiting. Prudent creators are diversifying, downloading their data, and building presences on other platforms like YouTube and Instagram. Data suggests a spike in option platform adoption in the initial threat of a ban, the growth on certain platforms like Xiaohongshu, Bluesky, and Whatnot speaks to the immediate reaction.
Archyde: So, diversification is key. But is this shift to other platforms enduring, or is it just a temporary measure?
Evelyn Hayes: It’s a necessary strategy. Creators don’t “own” these platforms. They’re renting space. Algorithm changes, shifts in content format, or even bans can happen overnight. Diversifying across platforms, building email lists, and focusing on direct-to-consumer models are crucial for long-term resilience in the ever-changing social media landscape.
The Changing Face of TikTok
Archyde: The article notes a shift in user perception, with some feeling TikTok is becoming more of a “glorified shopping mall.” Do you agree?
Evelyn Hayes: Absolutely. the platform’s incentives over the past few months have really focused more on revenue generation. It feels different. The emphasis on commerce and less on genuine connection and organic engagement has likely fueled this perception; the shift is undeniable, which is why creator and business adaptability is key.
Geopolitical Chess Match: Security Concerns and Legal Pressures
Archyde: There are, of course, strong geopolitical elements shaping this too.
Evelyn hayes: Exactly. The U.S.-China dispute continues to be a major driver. Concerns about data privacy and national security are at the forefront. Prospective buyers, like Oracle or Amazon, face intense scrutiny.They must balance preserving the app’s value with complying with regulations. The key is to reduce legal risks by preserving the platform. A key component in the evaluation of the current and potential buyers is the legal compliance.
Archyde: What happens to the future of TikTok if the potential buyers fail to comply?
Evelyn Hayes: That’s the question everyone will be thinking about. The last few months have shown a clear shift toward adaptability. Whether it’s user behavior, marketing strategies, or where companies are putting their time, they will have to be flexible
Adaptability is the New Currency
Archyde: What final advice would you give to creators and businesses relying on TikTok at this point?
Evelyn Hayes: Stay informed. Monitor developments. Have a solid, cross-platform strategy, a good cross-platform approach is the key to a strong foundation for long-term stability. Be prepared for changes, even if a full ban doesn’t materialize. If a ban happens, creators will be able to use their skills and adapt to each platform.
Archyde: Excellent advice.Evelyn,thank you for your valuable insights.
Evelyn Hayes: My pleasure.
Commentary: A Call to Action
Archyde: What are your thoughts? are you a TikTok creator worried about the future? Which platforms are you exploring? Share your thoughts in the comments below!
