TikTok didn’t just roll out a new feature—it became a different company in the U.S.

With a new ownership structure, data oversight, and a retrained algorithm, everything from your reach to your results could start shifting.

This episode breaks down what’s actually changed, what to expect next, and how smart business owners can adapt their content strategy without spiraling or overcorrecting.

What You’ll Learn:

• What the new TikTok USDS entity is (and who controls your data now)
• How algorithm retraining affects reach and discovery
• Why creators are cautious, but not leaving
• What you should do now to stay visible without burning out

Timestamps:

00:00 Introduction to TikTok's Major Update

00:17 New Ownership and Data Oversight

03:13 Impact on TikTok's Algorithm

05:31 Creator Economy's Response

06:18 Strategic Advice for Marketers

07:46 Conclusion and Final Thoughts

If your business depends on TikTok visibility, now’s the time to get proactive. Let’s talk about building a multi-platform strategy that keeps you visible—no matter how the algorithm shifts.

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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