TikTok has officially been restructured into a U.S.-based entity after long regulatory uncertainty, giving brands and creators greater confidence that the platform won’t suddenly be banned and allowing them to plan longer-term strategies around it.

Under new American ownership, the platform will retrain its recommendation algorithm using only U.S. user data, which could change how content circulates and what gets prioritised, potentially making it harder for trends to go globally viral. This shift might benefit advertisers and more predictable moderation, but it could also reduce the reach of niche creators and the diverse content that brands have tapped into. With clearer rules and stability, many industry players see increased willingness to invest in TikTok, even as they watch for how the algorithm and regionalisation affect engagement and content performance.