TikTok in Transition: 5 Smart Moves Brand Leaders Should Make Now

As the TikTok saga continues to unfold, one pressing question lingers for users: “What does this mean for my TikTok account?”

Right now, the answer is still uncertain. While the deal between Oracle and ByteDance hasn’t been finalized, what we do know is this: Oracle, which already manages TikTok’s U.S. user data, will gain access to the app’s proprietary algorithm and retrain it using U.S.-based data. What’s less clear is whether this will fully safeguard user privacy and satisfy the security requirements set by Congress.

So, what should marketing leaders, social media managers, and entrepreneurs with a TikTok presence keep in mind as this plays out? With many specifics still up in the air, here are five proactive steps you can take now:

1. Safeguard Your Content

Review your TikTok account and back up your most important videos. There’s no official indication that user content will disappear, but for leaders, it’s always better to be safe than sorry.

2. Save Your Analytics

Take snapshots of your TikTok Studio analytics now before the deal is finalized. Having accurate baseline data will help you assess any changes in performance or reach post-deal.

3. Stay Informed

Things can—and most likely will—change quickly, so stay updated. These are some of my favorite resources for keeping a pulse on what’s happening:

• Reddit subreddit: r/SocialMediaMarketing

• Industry blogs & newsletters: GeekOut Newsletter by Matt Navarra, SocialBee, Social Media Examiner, Later Media Blog

• Social media management tools like Hootsuite, Sprinklr, Sprout, Later, Buffer (check their blogs, webinars, and client resources)

• Social media industry influencers and experts - Matt Navara, Gary Vaynerchuk

• TikTok’s official support page (best viewed from a desktop or web browser)

4. Stay Flexible & Agile

The only certainty right now is uncertainty. Be ready to adapt your content strategy as new developments emerge.

5. Diversify Your Social Strategy

If TikTok has been your primary channel, start repurposing content for other platforms like Instagram Reels, YouTube Shorts, and even LinkedIn video. This not only keeps your brand visible if TikTok experiences disruptions, but it also strengthens your overall digital footprint.

TikTok remains one of the most powerful platforms for reach and cultural relevance. By preparing now: backing up content, securing analytics, staying informed, diversifying, and staying flexible, you’ll be ready to navigate whatever comes next.