Description

In this episode of Rocky Mountain Marketing, I break down one of the most critical changes we’ve seen on TikTok in a while. With new ownership under the U.S.-based TikTok USDS Joint Venture LLC, retrained algorithms, and updated Terms of Service, business owners and creators are rightfully asking: Should I still be investing time here? I walk you through what these updates mean, how to respond strategically, and the crucial distinction between your marketing content and your business assets.

If TikTok is part of your growth strategy, this is a must-listen.

5 Key Takeaways:

1. TikTok’s U.S. Ownership Shift: TikTok is now operating under a U.S.-based corporate entity, with ByteDance holding less than 20%. This impacts data governance and the algorithm retraining process.
2. Retrained Algorithm, Real Impact: If your reach is fluctuating, it might not be your content—it’s the recalibrated algorithm learning new engagement priorities.
3. New Terms of Service: TikTok now has broader content licensing language, explicitly allowing your content to be used for machine learning and platform improvement. This is standard across platforms but now more transparent.
4. Don’t Use Social as a Storage Vault: Uploading high-value assets, drafts, or proprietary content to TikTok (or any platform) is risky. Treat your business content with strategy and caution.
5. Build an Exit Ramp Now: Grow your email list, promote your podcast or YouTube channel, and make sure TikTok isn’t your only traffic engine. Don’t build on rented land.

Learn more about Katie and Next Step Social & Podcasting:

Speaking: https://katiebrinkley.com/

Website: https://www.nextstepsocial.com/

Linkedin: https://www.linkedin.com/in/katiebrinkley

YouTube: https://www.youtube.com/channel/@rockymountainmarketing

Instagram: https://www.instagram.com/iamkatiebrinkley/

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