The news: US users are deleting TikTok at a rapid rate following the app’s transfer to US ownership, with removals jumping nearly 150% in the five days after the deal, according to Sensor Tower data shared with CNBC. While the surge hasn’t led to a major loss of US users, the wave of uninstalls could be a sign of troubles to come for the new US TikTok venture.

• Users shared their reasons for uninstalling on social media, with many citing TikTok’s updated privacy policy, including language stating that TikTok may collect data like “racial or ethnic origin,” “citizenship or immigration status,” and “sexual orientation.”
• CNBC noted that the language does not appear to be new and can be found in an archived August 2024 version.
• Sensor Tower also pointed to new interest in competing apps: Social networking app UpScrolled saw US downloads grow more than tenfold compared with a week prior, while Rednote downloads grew 53% and Skylight Social grew 919% in the same period.

Behind the decision: Users are fleeing TikTok in the wake of its US takeover for two key reasons: Notable errors in the first days of US ownership, and the US app’s largely conservative new ownership.

• Users and creators have cited major issues with the app in recent days, such as a faulty For You algorithm and failed uploads, that are contributing to some ridding of TikTok altogether. This response suggests how critical immediacy is in short-form: When feeds stop delivering instantly, users are more likely to defect to alternative options—like Reels, where many users already have a tailored algorithm—rather than wait for algorithms to recalibrate.
• TikTok’s privacy policy reinforced lingering fears over the app’s conservative US ownership, helmed by the likes of Oracle and Silver Lake, and the potential for resulting censorship of its majority left-leaning voices. But similar language in a former privacy policy indicates a heightened sensitivity toward administration-backed deals that can influence where users spend their time.

Implications for marketers: High uninstall rates don’t mean the end of the road for the short-form leader, especially when considering relatively flat usage rates. Marketers are best advised to monitor the situation to see if new ownership drastically changes the TikTok experience and user engagement. Sustained shifts in content diversity or creator sentiment will pose more serious risks to campaigns than short-term uninstall headlines.

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