TikTok is taking a notable step to comply with U.S. legislation. The social media platform is working on a special version for the American market, which is expected to launch in early September this year.
New American TikTok app launches in September
According to The Information, TikTok is currently developing an American version of the app, internally known as "M2." This variant must comply with the "Protecting Americans from Foreign Adversary Controlled Applications Act," which imposes strict requirements on foreign ownership of social media apps.
American users will have until March 2026 to transition to this new version. The current app will remain available during this transition period, allowing users to gradually switch without losing immediate access to the platform.
The Chinese company ByteDance, owner of TikTok, will retain full control over the app in all other markets. Only for the United States will there be a separate version that adheres to local legislation, with particular emphasis on control over algorithms remaining a key issue.
Business impact for marketers and companies
For Dutch companies using TikTok for marketing to American consumers, this may mean managing different platforms. Campaigns targeting American users may require tailored strategies for the new app version.
President Trump has announced that a buying group of "very wealthy people" is ready to take over TikTok. He has already postponed the forced sale three times, but now seems determined to reach an agreement before the September deadline.
Algorithm remains a point of contention
The Chinese government maintains the position that TikTok's algorithm cannot be sold. This poses a significant obstacle, as the algorithm is precisely what makes the app addictive. Whether the American version will retain the same appeal without full access to the algorithm remains to be seen.
This development illustrates how geopolitical tensions have direct consequences for social media platforms. Companies that rely on TikTok for their marketing strategy must consider potential changes in functionality and reach.