šØ TikTok Shake-Up: What the New Executive Order Really Means for Your Business
- KCStark
- Sep 26
- 4 min read
Updated: Oct 7
Big news dropped this week: TikTok isnāt banned, but it isnāt safe either.
How Many People on TikTok are Gen Z?
Answer: 82% of Gen Z are likely to have a profile.
On September 25, 2025, the White House signed an executive order that could reshape how TikTok operates in the United States.
If you run a business, whether youāre already posting on TikTok or still debating if itās worth your time, this decision affects you. Letās break it down without the D.C. jargon.
š Quick Backstory: Why Is TikTok Always in the News?
For years, U.S. officials have worried about TikTokās ties to China. TikTokās parent company, ByteDance, is based in Beijing. That means critics worry about:
Data security: Who really controls U.S. user data?
Algorithm influence: Could China influence what content Americans see?
National security: Can foreign governments pressure TikTok to hand over data?
In 2024, Congress passed the Protecting Americans from Foreign Adversary Controlled Applications Act. It said apps like TikTok had two options:
Sell to U.S. owners
Get banned outright
TikTok challenged the law, but the Supreme Court ruled against them in January 2025. That left TikTok with a hard deadline: divest or disappear.
šļø What the September 2025 Executive Order Does
The new order signed this week doesnāt outright ban TikTok ā instead, it buys time for a $14 billion restructuring deal to be finalized.
Hereās whatās on the table:
TikTok U.S. will be spun off into a joint venture controlled by American investors, including Oracle and Silver Lake.
ByteDance keeps a minority stake (<20%), but wonāt control operations.
Algorithms and U.S. user data must be housed and managed inside the United States.
Thereās a 120-day clock to close the deal. If it fails? The ban is back.
Source: Politico
š± If Youāre Already Using TikTok for Business
Many small businesses, local brands, and even B2B marketers have built big followings (and real revenue) on TikTok. Hereās what this news means for you:
ā Youāre safe for now. TikTok is still fully operational in the U.S.
ā ļø Plan for disruption. The deal could collapse ā and if it does, the ban is back on.
š¦ Back up your content. Donāt trust TikTok alone with your marketing assets.
š£ Cross-post everything. Push the same Shorts to Instagram Reels, YouTube Shorts, and LinkedIn.
š Want to learn how to future-proof your digital presence? See our guide on SEO and AI marketing strategies.
š ļø If Youāre Not on TikTok Yet
Maybe youāve steered clear of TikTok (I have) ā and not without reason.
Between headlines about Chinese state control, questions about who can access your data (contacts, images, messages), and the uncertainty of a potential U.S. ban, it hasnāt exactly screamed āsafe betā for business.
Or maybe you just thought it was a teenagerās dance app, or you didnāt want another platform to manage.
šÆ TikTok is still unmatched for organic reach with younger demographics.
š° Paid ads on TikTok can still deliver strong ROI, particularly for local service businesses, e-commerce, and creators.
ā³ This is a window of opportunity. Even a 3ā6 month content test could pay off before things change.
82% of Gen Z are likely to have a profile.
But donāt go all-in. Test it while also building sustainable assets like your website SEO and AI-powered content strategy.
ā ļø The Risks Businesses Should Watch
Even if this $14 billion deal closes, TikTokās future isnāt totally guaranteed. Hereās why:
China still has to approve the deal.
ByteDance may still influence parts of the algorithm, even with a minority stake.
Political winds change fast ā a future administration could reopen this debate.
That means betting your entire marketing budget on TikTok is a gamble. Use it, but donāt depend on it.
Source: Washington Post
š§ Bottom Line for Business Owners
TikTok isnāt banned. You can keep creating, advertising, and selling.
But TikTok isnāt stable either. The next 120 days decide if it survives in U.S. hands.
Smart businesses diversify. If TikTok is your only pipeline, youāre exposed.
š Need help making that pivot? Book a one-on-one consultation and letās build your business resilience plan.
KC Stark, LLC will keep tracking this story because digital platforms arenāt just apps ā theyāre lifelines for entrepreneurs, small-town businesses, and global brands alike.
š The Future of TikTok and Your Business
As we look ahead, itās crucial to consider how TikTok fits into your overall marketing strategy. The platform is evolving, and so should your approach.
Embrace Change
Change is the only constant in the digital world. TikTok's future may be uncertain, but that doesnāt mean you should shy away from it. Instead, embrace the opportunity to learn and adapt.
Experiment with Content
Try different types of content. From short clips to behind-the-scenes looks at your business, the possibilities are endless. Engaging with your audience in new ways can yield impressive results.
Monitor Trends
Stay updated on trends within TikTok and the broader social media landscape. Understanding what resonates with your audience can help you create content that stands out.
Build a Community
Focus on building a community around your brand. Engage with your followers, respond to comments, and create a dialogue. This can foster loyalty and encourage repeat business.
Conclusion
In summary, TikTok presents both opportunities and challenges. While the platform remains a powerful tool for reaching younger audiences, itās essential to remain cautious. Diversify your marketing efforts and stay informed about the evolving landscape.
āļø KC Stark
SEO Strategist ā¢ Digital Policy Watchdog ā¢ Small-Town Storyteller
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