TikTok has recently secured a deal to continue operating in the U.S., which is a big relief for its 200 million American users. But what does this mean for them? Let’s break it down.
### What’s Changed?
Now, a new U.S. entity called TikTok USDS Joint Venture LLC will run the platform. This group is mainly American and backed by U.S. investors. The company will still allow its Chinese parent, ByteDance, to hold about 19.9% of TikTok.
Oracle, a U.S. tech firm, will manage the algorithm that decides what videos show up in users’ feeds. Before this change, Oracle already handled U.S. user data due to security concerns. This new arrangement means they’ll have even more control, which TikTok claims will be done in a secure environment.
### No New App Needed
Users can breathe easy as they won’t need to download a new app. The platform is vital to TikTok’s success, especially since the U.S. is its largest market. Major competitors like Instagram are trying to capture TikTok’s audience, and keeping current users satisfied is essential.
Experts suggest that keeping disruption to a minimum is a priority for TikTok. Jasmine Enberg, co-CEO of Scalable, emphasized that TikTok will likely work hard to reassure advertisers and users that everything will continue as normal.
### Changes in User Terms
As part of the new deal, TikTok also updated its terms of service. Now, users are agreeing to a contract with the new U.S. entity. Kids under 13 will have to use a different experience on the app. There’s also a new disclaimer about the potential risks related to generative AI features.
### Will the Algorithm Change?
With TikTok retraining its algorithm based on U.S. user data, some users worry about changes in personalized content. Social media experts like Dr. Kokil Jaidka suggest that while most users might not notice a big change, the updates could be gradual and subtle.
Matt Navarra, a social media expert, agrees. He points out that while algorithm tweaks might cause temporary glitches, the goal is to maintain what users love about the platform.
### Content Variety Concerns
Switching to a U.S.-specific version of the algorithm could alter what users see. It may limit the variety of content, leaning more towards domestic pieces. However, TikTok insists they’ll make sure that U.S. users still enjoy a global experience.
### What About Other Apps?
Two popular apps owned by ByteDance—CapCut and Lemon8—were also in the spotlight. Thankfully, they will also benefit from the provisions of the new joint venture, since TikTok claims that the same safeguards will apply to them.
### Conclusion
Overall, TikTok’s new venture aims to keep things running smoothly for users, advertisers, and creators. The key takeaway? Users can continue to enjoy the app they love without major disruptions, while also gaining some added safety features. As the platform evolves, staying informed and adaptable will be essential for everyone involved.
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