Few advertising platforms have weathered as much turbulence—or captured as many headlines—as TikTok.
Since its swift rise in popularity, the app has been the target of multiple US ban attempts, faced government hearings over national security concerns, and become ground zero for debates over youth safety and mis- and disinformation.
At the same time, TikTok has in many ways reshaped digital advertising, driving the rise of short-form video, ushering in the era of “messy realness”, and giving brands an unmatched gateway to younger audiences.
Today, TikTok finds itself at perhaps its most dramatic turning point yet: With a thrice-delayed ban set to take effect on September 17, TikTok parent company ByteDance is reportedly creating a new version of the app specifically for US users, in anticipation of a potential sale. For advertisers, this development raises significant questions about how their campaigns and media strategies will be impacted. Here’s what marketers need to know as the platform enters this pivotal moment.
Reporting on the new US-specific TikTok app, reportedly codenamed “M2”, first surfaced in July via The Information. The outlet noted that the app could launch as soon as September 5, with current users required to migrate over from the old app—likely during a grace period where both versions remain accessible. According to the report, it’s still unclear how much the US app will differ from the current version, and whether users would be restricted to viewing content from US creators.
This limited reporting leaves advertisers with a variety of weighty questions. During the grace period when both versions are live, will TikTok ads appear in one app or both? Will brand profiles migrate automatically, and will existing followings be preserved? How much will user volume decrease if audiences are required to download a new app, and how much will those users actually enjoy the updated experience?
From an advertising perspective, a new app would likely mean retraining algorithms from scratch, resetting user behavior data, and disrupting campaigns—all of which would likely have an impact on performance.
Another key point is that the Chinese government has been adamant that it will not allow TikTok’s algorithm to be sold to the US. That algorithm is the “secret sauce” behind the app’s highly personalized For You Page, and what makes TikTok so uniquely engaging. If the algorithm is off the table, the sale amounts to little more than the TikTok brand.
While a sale of TikTok’s US operations seems inevitable, the ban has already been delayed multiple times and could easily be pushed back again. With so much uncertainty in play, advertisers must approach their TikTok investments with strategies that help safeguard against potential disruptions from the transition to the new app.
For now, TikTok continues to deliver results, with engagement numbers that make it hard to ignore—especially heading into the holiday season. While advertisers should continue investing in the platform and maximize performance while they can, long-term planning is far less certain. Beyond mid-2026, it’s risky to build campaigns around TikTok until the future of the US app becomes clearer. The same caution applies to influencer marketing: creators who exist almost exclusively on TikTok may not be the safest long-term bet. Instead, advertisers should prioritize partnerships with influencers who have an established presence across multiple platforms, ensuring reach and relevance even if TikTok’s trajectory changes.
From a paid perspective, advertisers should put equal—if not greater—energy into Instagram, where Reels closely mirrors TikTok’s format, as well as towards other platforms with strong short-form video offerings like Facebook and YouTube. This diversification will help guard against disruption and keep campaigns performing no matter what happens with TikTok. At the same time, from an organic perspective, it’s hard to justify heavy investment in content specialized for TikTok given the platform’s uncertain future.
TikTok remains a powerful channel today, but its long-term stability is anything but certain. By leaning into short-term opportunities while building a broader, more resilient social strategy, advertisers can protect themselves from disruption and position their campaigns for success no matter what comes next.
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Want to learn more about TikTok’s meteoric rise in popularity, how it’s changed the marketing and advertising landscape, and its unique connection to Gen Z? Check out TikTok by the Numbers: Stats and Facts for Digital Advertisers for all of the above, plus more.
