Hey Social Pros!
You’ve probably already heard, but TikTok has survived in the U.S. once again, at least for another 75 days. What does that mean for the future of the platform? Has any progress actually been made in the previous 75 days?
I’ll break it all down in this week’s newsletter!
But before we get into it, let’s check out this week’s sponsor, beehiiv! If you didn’t know, I use beehiiv to write this weekly newsletter, and I love it. If you’re considering starting a newsletter or have one on another platform, I recommend checking beehiiv out:
What’s the connection? beehiiv.
Our founders engineered the growth machine behind Morning Brew. They're now bringing that expertise to media juggernauts like TIME and LA Mag, helping them build best-in-class newsletters.
And all of that support, all of those tools, and all of that expertise is available to you. In short: no gatekeeping here.
When you work with us, just like Time and LA Mag, you’ll get:
The industry’s most powerful no-code website builder
Access to our ad network and sponsors like Nike and Netflix
Growth tools that help you scale with ease
Stop limiting your growth potential. Let proven experts working with the world’s biggest brands help you scale your content.
President Trump has issued a second 75-day extension to the deadline for TikTok to be sold or banned in the United States. This extension comes as negotiations for a U.S. ownership deal face continued challenges, particularly from the Chinese government.
The proposed agreement would create a new U.S.-based TikTok entity owned primarily by American shareholders, with ByteDance (TikTok's parent company) retaining a 19.9% stake. Under this arrangement, the U.S. would "lease" TikTok's algorithm rather than taking full ownership of it.
However, this compromise appears to have been rejected by the Chinese government, which has consistently opposed any sale of TikTok's core systems, especially its algorithm. ByteDance's statement makes this clear: "ByteDance has been in discussion with the U.S. Government regarding a potential solution for TikTok U.S. An agreement has not been executed. There are key matters to be resolved. Any agreement will be subject to approval under Chinese law."
This extension exists in a legal gray area. The "Protecting Americans from Foreign Adversary Controlled Applications Act" was already enacted into law before Trump took office, meaning TikTok is technically already banned. Trump is using executive orders to prevent U.S. authorities from enforcing the law while negotiations continue.
A significant risk factor has emerged for companies facilitating TikTok's continued operation in the U.S. Each company that helps keep TikTok running faces potential fines of $500 per user for the duration of this extension period. U.S. Attorney General Pam Bondi has provided written assurances that these fines won't be enforced, which she reaffirmed after the latest announcement.
However, as the negotiation period extends, the theoretical liability for companies like Apple, Google, and Oracle increases. These companies are essentially taking the government at its word that they won't face penalties, which creates an unstable foundation for TikTok's continued operation.
TikTok will remain accessible to U.S. users until at least June 18, 2025
Continued complex negotiations between the U.S., ByteDance, and the Chinese government
Potential modifications to the ownership structure to find a compromise acceptable to all parties
Ongoing tension in U.S.-China relations, particularly given Trump's reference to "Reciprocal Tariffs"
Growing uncertainty for the tech companies facilitating TikTok's operation as their theoretical liability increases
Continued instability for creators, advertisers, and users who rely on the platform, as no long-term solution is yet in place
The extension suggests the Trump administration believes a deal is still possible, but significant obstacles remain, particularly regarding China's insistence on maintaining control over TikTok's algorithm technology. While this development is positive for users in the short term, it does not provide the long-term stability that the TikTok community needs.
Let's be honest – there's something a little unseemly about Instagram circling TikTok's uncertain U.S. future like a vulture eyeing a limping gazelle. But that's exactly what's happening as Meta's photo-sharing-turned-everything app prepares for a creator gold rush should TikTok face the regulatory guillotine.
With TikTok's future hanging by a 75-day extension thread (thanks to Trump's latest executive order reprieve), Instagram is making moves that can only be described as transparently opportunistic. Suddenly, after years of Adam Mosseri insisting an iPad app wasn't a priority, Instagram is scrambling to build one. Why? Because TikTok's iPad app is consistently in the top 20 downloads, and Meta smells blood in the water.
Let's call this what it is: platform vulturism. When a competitor stumbles, don't innovate – just swoop in and try to scavenge their user base.
Remember when Instagram shamelessly photocopied Snapchat's Stories feature and effectively kneecapped Snap's growth? Meta's hoping for an encore performance with TikTok. But there's a crucial difference here – despite years of trying, Instagram hasn't cracked the code on TikTok's secret sauce.
There's something about TikTok's algorithm – its uncanny ability to recognize what you're watching and why – that Meta just can't replicate. It's like watching someone try to reverse-engineer Coca-Cola using only Diet Pepsi as a reference point.
This chase leads us to a larger, more troubling question: Do we really want every social platform to be a carbon copy of every other social platform?
Instagram started as a beautiful, simple photo-sharing app. Now it's a bloated everything-machine with shopping, long-form video, short-form video, stories, direct messages, and probably a kitchen sink feature coming in the next update. Meanwhile, Facebook desperately tries to be TikTok, YouTube frantically pushes Shorts, and Twitter/X attempts to be... well, who knows what X is trying to be these days.
This endless copycat behavior doesn't just create confusion; it erases what made each platform special in the first place. When everything is everything, nothing is anything.
Pour one out for content creators, the real victims in this game of platform musical chairs. They're expected to master each platform's nuances, adapt to constantly changing algorithms, and now potentially uproot their entire business model if TikTok gets banned.
Meta's reported courting of TikTok creators with "increased revenue share deals and promotion" might sound generous, but it's the digital equivalent of a vulture saying, "Don't worry about that leg wound, I'm here to help!"
Perhaps the most disappointing aspect of this saga is what it reveals about innovation in social media. Instead of building something new and exciting, the major players are locked in an endless cycle of imitation and acquisition. True innovation has largely been outsourced to startups, which get acquired or copied the moment they demonstrate market viability.
When platforms focus on poaching competitors' features (and creators) rather than developing unique experiences, we all lose. The social media landscape becomes a homogenized blur where differentiation is merely aesthetic rather than functional.
As Instagram positions itself to be TikTok's replacement, we should ask whether this approach serves users or just Meta's bottom line. Would a better approach be developing something that addresses user needs TikTok doesn't meet, rather than trying to be TikTok 2.0?
The truth is, Meta probably can't replicate TikTok's algorithm magic no matter how many creators it lures away. There's something in that "advanced entity detection" that remains elusive to competitors, which is precisely why TikTok rose to prominence in the first place.
In this moment of uncertainty for TikTok, we're witnessing not just a potential power shift in social media, but a referendum on innovation itself. And so far, the verdict isn't particularly inspiring.
Rather than celebrating this vulture dance, perhaps we should be demanding more. More originality. More purpose-built experiences. More respect for what makes each platform unique.
But in the meantime, Instagram will continue trying to kick TikTok while it's down – because apparently, that's easier than beating it at its own game.
Wondering how you’re doing on the social media front? We’ve got you covered! We’re offering you a FREE social media audit of all your profiles!
We’ll take a deep dive into your accounts, looking at your profile setup and how your posts are doing. We’ll then provide you expert feedback and recommendations to help take your accounts to the next level.
Interested? Get in touch today!
![]() This newsletter is distributed through beehiiv, the BEST platform for newsletters and email marketing. If you write a newsletter, you’ll want to try it! | We use Vista Social for managing all of our clients’ social media accounts. We love it! It has everything you need and you can’t beat the price! |
Reply