TikTok’s future in the U.S. is becoming less murky but clarity doesn’t mean comfort for marketers.
What’s emerging is a likely scenario where a new, domestically-owned version of the app runs on a licensed copy of TikTok’s core algorithm — essentially, TikTok U.S.
For marketers, that creates more confusion than closure. A split app reality brings logistical headaches — two platforms, duplicate strategies, unclear audience migration. But the bigger question is economic: how much budget does a TikTok clone deserve, and who gets to decide what’s worth paying for when the dust settles?
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