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.

TikTok users began noticing problems across TikTok, TikTok Studio, and CapCut beginning Sunday, Jan. 25, sparking online discussion about how the new “American TikTok” might operate.

TikTok’s algorithm, long praised as the engine behind the platform’s appeal to creators and brands, appears to have shifted almost overnight, with reach dropping sharply for many accounts, often falling in the 0 to 1,000 view range. Max Levy, Progressive Digital Strategist, says he has seen posts from accounts he manages sit under review for hours, only to stall at single-digit views once approved.

Similarly, creators like America Gutierrez have experienced the same issues, noting that the changes are a major confidence killer. She explains, “Views aren’t just numbers; they are how creators get noticed by brands and secure partnerships.”

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