By Vicky Sidler | Published 30 September 2025 at 12:00 GMT+2

If your business has ever gone viral thanks to your cat, your coffee, or your cousin dancing in a gorilla costume, good news: TikTok isn’t going anywhere.

At least, not yet.

According to Reuters, President Trump says there’s finally a deal to keep TikTok running in the US. The catch? Ownership will shift from China’s ByteDance to a US-led group. Sort of. ByteDance still keeps the biggest single slice at 19.9 percent—just under the legal limit set by Congress.

In other words: TikTok’s staying, but with a passport check.

TL;DR:

• TikTok will stay in the US under new ownership

• ByteDance keeps 19.9% but loses control

• The deal isn’t final but expected in 30–45 days

• Oracle stays on board to manage security

• The government gets a seat at the table

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Table of Contents

Wait, Is This Deal Actually Done?

Not quite. Trump says they’ve got a deal. Treasury says they’ve had it since March. Congress still needs to approve it. And ByteDance has until December to finish signing the papers.

In short: It’s prom night, but no one’s said yes yet.

Still, the general outline is in place. TikTok’s US operations will become a new company run by US investors. There’ll be a mostly American board, one of whom will be handpicked by the government. ByteDance keeps a seat, but not the wheel.

This is round four of “sell TikTok or shut it down,” and Trump—who just so happens to have 15 million followers—has extended the deadline again. Convenient.

Why This Matters to Small Business:

If you use TikTok for marketing, here’s the simple version:

The platform isn’t going away tomorrow. You don’t need to pause your content. But you should watch what changes in the next few months.

Expect more guardrails. More data rules. Maybe even a tighter algorithm. This might affect reach, ad tools, or who sees your content. If your audience is Gen Z or younger millennials, it’s worth paying attention.

Oracle, the tech giant already managing TikTok’s US data, stays involved. That’s meant to keep your audience’s info away from foreign governments. But it could also mean slower rollouts for new features if more approval steps are added.

Behind the Politics, Follow the Power:

This deal isn’t just about TikTok. It’s about control.

Congress passed a law in 2024 that basically forced TikTok’s sale. Why? Because of national security fears. People were worried that the Chinese government could use TikTok to spy, influence elections, or recommend weird cooking videos involving glue.

TikTok has always said, “Relax, your data’s stored in the US.” But lawmakers didn’t buy it. Hence the 20 percent ownership cap. Hence the deadline extensions. Hence the deal.

If you’re a small business owner using TikTok, you don’t need to get involved in the politics. But you do need to know that policy affects platform rules. And platform rules affect how you get found.

Don’t Panic. Just Plan.

You don’t need to jump to YouTube Shorts or Instagram Reels just yet. But don’t put all your marketing eggs in TikTok’s basket either.

This is a reminder to build a real brand. Own your message. Speak clearly to your audience. That way, if one channel goes away or changes the rules, you still have something to say—and people who want to hear it.

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FAQs on the TikTok Ownership Deal and What It Means for Small Businesses

1. What exactly is happening with TikTok’s ownership?

The US government and ByteDance have agreed in principle to transfer TikTok’s US operations to a new US-based company. ByteDance will still hold 19.9 percent ownership but won’t have control. A final deal is expected to close in the next 30 to 45 days.

2. Will TikTok be banned in the United States?

Not at this stage. The deal allows TikTok to keep operating in the US under new ownership. The shutdown deadline was extended again, now to December 16. That gives ByteDance time to finalise the sale.

3. Why does this deal matter to small businesses?

If your business markets on TikTok, any ownership change could affect the platform’s rules, features, or reach. Staying informed helps you plan content and manage risk without losing momentum.

4. What changes should I expect on the platform?

Expect stronger data security controls, more oversight, and possible changes to the algorithm. There may also be tighter ad policies or slower feature updates. But for now, it’s business as usual.

5. Who will control TikTok after the deal?

A group of US investors will run TikTok’s US operations, with an American-majority board. Oracle will stay on to manage data security. The US government also gets a board seat, which means closer oversight.

6. Is TikTok still safe to use for marketing?

Yes. For now, the platform remains fully operational. Just remember that platforms can change fast—so don’t rely on one channel alone. Build your brand on a strong message that works everywhere.

7. What if TikTok disappears or changes too much?

Have a backup plan. Repurpose content for Instagram Reels or YouTube Shorts. More importantly, clarify your brand message so it stays consistent—no matter the platform.

8. How can I make sure my marketing survives platform changes?

Focus on what doesn’t change. Clear messaging, strong branding, and understanding your audience matter more than any one algorithm.

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