TikTok reliably draws strong results that make it a must-have for short-form social advertising, even amid uncertainty.

TikTok US uninstalls jumped 150% post-takeover--but engagement held, meaning sentiment shifts matter more than uninstall headlines.

TikTok’s US transition brought algorithm resets, upload glitches, and new data tracking—jolting users and scrambling marketers’ reach.

TikTok has finalized a deal to maintain US operations, and its growth now depends on higher ad yields and efficiency as user growth slows.

A US-TikTok deal could be on thin ice again amid heightened trade tensions after President Trump threatened a 100% tariff on Chinese imports. Beijing has promised to respond to the tariffs accordingly—putting the popular short-form app’s US future at risk weeks after Trump signed an executive order to keep the app operational. Brands must recognize TikTok’s ongoing strength as a cultural engine among younger demographics, but continue viewing cross-platform strategies as a necessity, not a nice-to-have.

President Trump signed an executive order Thursday approving a proposal to keep TikTok operational in the US under new leadership. Even with a deal set to keep TikTok operational, the app’s new conservative ownership will likely shape the user experience and could impede future growth.

The Trump administration stated Monday that a TikTok sale deal has finally been reached with China after months of uncertainty, allowing TikTok to remain operational in the US. TikTok’s US operations may be safe for now, meaning brands can continue investing in the platform for its massive reach without immediate disruption—but caution is still warranted until details emerge on how its critical algorithm will be handled.

TikTok shared new data to highlight the potential of its search ads for driving action. TikTok showed that activations with dedicated search campaigns led to 2 times higher purchase lift overall, while enterprise advertisers saw 2.2 times higher purchase lift and higher incremental return on ad spend (ROAS). TikTok’s success with search ads is promising, but advertisers ultimately need answers about the platform’s longevity in its core market. Questions about data security, content moderation, and political pressures are still casting a shadow.

Ahead of an impending US sale deadline, ByteDance-owned TikTok has announced significant growth in Europe, adding 5 million active users YoY and seeing over 200 million EU users monthly. Even as TikTok grows in the EU and other key markets, the platform faces an uphill battle to reassure advertisers amid persistent uncertainty over its US regulatory future.

The news: China reiterated that it will not sell TikTok’s algorithm to the US in accordance with Chinese laws as the September 17 sale deadline looms. The announcement comes almost immediately after the White House launched an official TikTok account in a move Chinese officials stated “contradicts the ‘national security threat’ rhetoric.” Our take: With no definitive answer on TikTok’s future in the US, advertisers are in a difficult spot. Divestment risks losing access to audiences motivated to take action—but investing too heavily risks overreliance on a channel that could face major changes.

The news: Illinois passed a law banning AI therapy, becoming the first state to outlaw the technology for mental health advising. Therapists in the state can still use AI for administrative tasks like transcription and note taking, but not for diagnoses or treatment decisions. Our take: Healthcare providers need to balance the need for AI mental health chatbots with the potential for misuse. Look for digital health companies using tested science and research to develop AI therapy chatbots, transparent practices, and safeguards for flagging problems.

The news: A US TikTok ban will take effect if a sale isn’t completed by the September 17 deadline, per comments from US Commerce Secretary Howard Lutnick. Lutnick said on CNBC that TikTok will “go dark” if China does not agree to sell to a US owner. He also noted that any deal would require the US gaining control over both the app and its algorithms. Our take: Whether or not a full TikTok ban comes to pass, Lutnick’s comments reinforce a troubling trend: Advertisers are increasingly wary of the platform’s stability, accelerating the shift toward cross-platform strategies.

The news: TikTok is reportedly exploring a US-only version of the app amid ongoing discussions of a US ban and selloff, per The Information. The new app is said to align with the requirements of the Protecting Americans from Foreign Adversary Controlled Applications Act. Our take: A US-specific app would allow TikTok to potentially regain advertiser confidence in a critical market—but the new app’s success depends on how a new algorithm would impact the user experience.

The news: President Donald Trump is expected to sign another executive order extending TikTok’s sale deadline as the current June 19 deadline approaches, marking the third extension since Trump took office. Our take: Trump is likely to continue extending TikTok’s sale deadline—but with each extension, brand confidence plummets further as the platform’s long term sustainability remains shrouded in uncertainty. The brands that will be most successful aren’t those that are crossing their fingers for TikTok’s survival, but those that are investing in contingency plans and platform-agnostic strategies that can pivot quickly.

The news: TikTok announced updates to its ad capabilities focused on the evolving creator ecosystem at its fifth annual TikTok World event. Updates included an analytics tool for audience insights at different stages of the buying cycle, promotions targeting audiences likely to take action, and multiple changes to TikTok One. Our take: TikTok’s new offerings are key to reassuring advertisers and creators that the platform’s influencer tools still outperform rivals. The features will convince advertisers that TikTok is essential to connect with relevant creators, while showing creators that TikTok remains the best place to make partnerships.

TikTok shifts away from free traffic for US merchants: The change will require businesses to pay for ads for visibility, but TikTok remains a critical touchpoint.

TikTok debuts AI Alive, an image-to-video generation tool: The feature is part of TikTok’s push to maintain dominance in a competitive short-form market.

TikTok brings DMs directly to livestreams: The update is part of TikTok’s broader livestream push, designed to keep brands and creators around.

Social platforms vie for attention at NewFronts: Meta, TikTok, and Snap all debuted ad updates designed to remain competitive amid a backdrop of uncertainty.

Snap earnings paint a grim picture for 2025: While revenues were up, the company pulled its guidance and lost 1 million users.