TikTok’s algorithm deal faces U.S. scrutiny & what it means for marketers

A U.S. lawmaker recently raised “serious concerns” about a licensing agreement involving TikTok’s algorithm as part of the company’s pending U.S.-operations deal.

What happened: The U.S. House Select Committee on China flagged that while parent company ByteDance is transferring majority control of TikTok’s U.S. business, the agreement still allows for licensing of the algorithm developed under Chinese ownership. Lawmakers say this could leave room for Chinese influence over content discovery in the U.S. The issue isn’t settled yet, and the deal remains under review.

Why it matters: For marketers, TikTok being 170 million+ U.S. users strong means any change to how content is surfaced, recommended or controlled has ripple effects. If algorithmic controls shift, discoverability could change, and content that once “broke” might not break in the same way. Understanding platform changes at the systems level becomes just as important as creative strategy.

The takeaway: Don’t just focus on “what works” on TikTok today. Start thinking about how the system works. Algorithms may evolve, regulations may shift, and your content strategy must be flexible enough to adapt.

Further reading:
Reuters coverage of TikTok’s licensing-deal concerns