ByKatie Salcius,
Contributor.
As TikTok enters a new era under U.S. ownership, creators and brands are already feeling changes. Disruptions are plaguing the platform like missed payouts, stalled commerce, and content seemingly lost to the algorithm, calling into question the platform’s integrity and long-term viability.
On Jan. 22, 2026, TikTok formally established its majority American-owned entity, TikTok USDC Joint Venture LLC, following a mandated divestment from ByteDance. Consequently, the platform lost significant functionality over the weekend, and creators and brands have taken notice.
Here’s what’s happening on the platform and where brands and creators are heading next.
