The "Inevitable" Shift: Why TikTok’s Censorship Surprise Shouldn’t Surprise You
Back in September, I wrote about the "Algorithm Split" and the dangerous precedent of severing TikTok’s global brain to appease US regulators. My concern then was simple: when you localise control of an algorithm, you open the door to localised manipulation.
I warned that the "freedom of speech" argument was a double-edged sword. We worried about Chinese influence, but we ignored what domestic control might look like.
Well, we didn't have to wait long to find out.
The Takeover and the Turnoff
Following the official US takeover—a joint venture now heavily influenced by Trump-aligned investors like Larry Ellison—the reaction has been immediate and visceral.
First, the users voted with their feet. Reports show that TikTok uninstalls surged by 150% in the days following the announcement. Between technical glitches and a sudden distrust of the new "privacy" terms, a significant chunk of the user base decided to opt out.
But the more alarming story is the censorship.
Almost immediately, reports flooded in that content critical of the new administration was being suppressed. Users found they couldn't send DMs containing the name "Epstein" without triggering a community guidelines violation. Videos critical of ICE—specifically regarding the tragic shooting of nurse Alex Pretti—were reportedly hitting "zero view" walls.
California Governor Gavin Newsom has already launched an investigation, calling it a potential violation of state law.
What This Means for Marketers
If we are honest, this was inevitable. You don't buy a media channel for billions of dollars just for the ad revenue; you buy it for the influence.
However, as marketers, we need to separate the politics from the strategy.
Despite the surge in uninstalls, the active user base remains massive. The audience hasn't disappeared; they are just wary. The opportunity to reach them is still huge, and likely less crowded if knee-jerk advertisers pull spend.
But the rules have changed.
Brand Safety is Now Active, Not Passive: You can no longer assume the platform is a neutral playground. If your brand stands for values that clash with the new ownership's "unspoken" guidelines, you need to watch your reach metrics like a hawk.
Monitor the Conversation: If specific topics (like immigration or political critique) are being dampened, ensure your content doesn't inadvertently step on those "invisible landmines" unless that is your specific brand intent.
Diversify: If you were 100% all-in on TikTok, now is the time to ensure your Instagram Reels and YouTube Shorts strategies are just as robust.
We aren't at the end of the road for TikTok marketing. But we are definitely driving on a different map.
