President Trump just approved a deal to keep TikTok alive in the U.S. On paper, the numbers are massive — a $14 billion valuation and new American ownership. But the real story for creators isn’t the money. It’s the reminder that platforms can change overnight.
Millions of TikTok creators almost lost their entire distribution — not because of their content, but because of politics. And while TikTok will remain available, its future won’t look the same.
Here’s what’s coming:
Algorithm changes
Oracle and U.S. investors will oversee a retrained algorithm based only on American data.
The “For You” page could feel different, weakening the viral engine that launched unknown creators.
Some critics warn political influence could creep in under new ownership.
New revenue challenges
Advertisers are hesitant, pausing or pulling back spend during the transition.
TikTok Shop may be disrupted, impacting creators who sell or earn through affiliates.
Monetization programs could shift again, with no guarantees of stability.
Content and community shifts
Many creators are already diversifying to YouTube Shorts and Instagram Reels.
The tight-knit TikTok community may fragment as audiences migrate.
Success will rely more on long-term brand-building than chasing algorithmic luck.
Potential upside
The threat of a full U.S. ban is off the table.
A U.S.-based entity may restore advertiser trust and bring more revenue stability in the long run.
The Bigger Lesson for Substack Writers
While TikTok’s creators face uncertainty, we have a different advantage here: direct distribution.
No algorithm stands between you and your readers.
No executive order can delete your audience.
Your subscriber list is yours, no matter what happens in Washington, Beijing, or Silicon Valley.
👉 Bottom line: TikTok’s deal is a reminder for all of us — don’t just create, protect your distribution. Build on ground you own.
If this resonates, share this post with a friend who needs to hear it.
FAQs on TikTok Deal
Q: How does the TikTok deal affect U.S. creators?
A: TikTok’s new U.S.-based ownership means algorithm changes, monetization uncertainty, and possible shifts in community. Creators will need to adapt.
Q: Will TikTok’s algorithm change after the deal?
A: Yes. The algorithm will be retrained on U.S. data under Oracle’s oversight, which may change how the “For You” page works.
Q: What does this deal mean for creators on Substack?
A: It reinforces the value of owning your audience. Substack writers control their distribution, while TikTok creators depend on shifting platforms.