"While the deal is confirmed (at last), no one knows exactly when the separation will happen (or if it already has). TikTok has already shown U.S. users a new privacy policy on their For You pages, but what happens next? Will there be a phased separation? Is there a date by which it all needs to be completed? During that period, will there be outages or hiccups? All marketers know is that it's happening, and likely soon if it hasn't already."
"Because TikTok USDS will retrain, test and update its algorithm using U.S. data alone, what trends - and what ultimately dominates users' feeds - will take on a distinctly American shape, said Kelsey Chickering, principal analyst at Forrester. Where it lands - and how often it surfaces - however will invariably shift for U.S. audiences, she added. "This matters because the algorithm is the heartbeat of the app's addictive experience," she concluded."
"TikTok's success has hinged on its unique algorithm that no other platform has been able to replicate. But with this new setup, the algorithm is going to change (for better or worse), which could create an opening for its platform peers to get ahead."
The U.S. and Chinese governments ratified a deal that led TikTok to confirm U.S. ownership under TikTok USDS Joint Venture LLC, ending imminent ban threats. No firm timeline exists for the platform separation; TikTok has shown a new privacy policy to U.S. users, but questions remain about phased separation, completion dates, and potential outages. TikTok USDS will retrain, test and update its algorithm using U.S. data alone, which could shift trends toward American preferences and change what dominates users’ feeds. Algorithm changes could alter engagement and cultural cachet and create openings for competing platforms. Governance and influence questions remain unresolved.
Read at Digiday
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