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TikTok will see healthy user growth this year in the US, even as its future remains unclear. User time spent on the app is falling YoY, but it still leads other social networks. However, it鈥檚 facing more competition from Instagram and YouTube.

Turbulence in trade relations is changing how China鈥檚 ecommerce platforms do business in the US, with spillover effects on US retail and advertising.

US TikTok Shop employees prepare for layoffs: Tariffs and de minimis changes have pushed the platform鈥檚 ambitious commerce goal further out of reach.

ByteDance restructures TikTok 厂丑辞辫鈥檚 US operations: The move reflects growing dissatisfaction with the unit鈥檚 performance, as well as a potential change in strategy as uncertainty threatens growth.

The loss of TikTok in the US would cause a ripple effect across the media, marketing, and commerce landscape. Meta and YouTube stand to gain the most, but there is a long list of other winners鈥攁nd losers.

TikTok shifts away from free traffic for US merchants: The change will require businesses to pay for ads for visibility, but TikTok remains a critical touchpoint.

The only certain thing about TikTok鈥檚 sale is more uncertainty: Washington keeps kicking the can on a US sale, leaving TikTok to convince advertisers not to panic.

Influencer marketing is maturing and diversifying. While the turmoil at TikTok and the escalating trade war are causing temporary uncertainty, the industry will remain resilient as momentum around influencer marketing grows.

TikTok Shop has emerged for many brands as a pivotal marketplace for discovery and sales. Some 50% of US consumers take product recommendation suggestions from influencers on TikTok Shop, according to February 2024 data from PartnerCentric.

TikTok is restructuring its governance and experience team: The move affects marketplace safety within TikTok Shop and may be a response to the platform鈥檚 underperformance last year.

TikTok makes a bid to encourage creators, agencies to livestream: The push is part of the platform鈥檚 strategic effort to avoid a US ban.

This year, most buyer and sales growth will be driven by TikTok Shop, which will convert over 40% of TikTok users into buyers. Social commerce and retail media will converge as Amazon鈥檚 ad partnerships with the social platforms start to pack a punch.

TikTok Shop expands in Europe as US fate remains uncertain: Launch in France, Germany, and Italy underscores push for growth amid pressure to boost sales.

TikTok builds its creator offerings while revenues thrive: While ByteDance is seeing notable growth, the tide could turn with an impending US ban.

Meta, TikTok, and X in hot legal water: The platforms are facing suits in the US and EU that could have implications for how advertisers invest.

Efforts to keep TikTok in the US grow, but confidence is low: While Democratic senators and Trump float ideas to extend the April deadline, key players are stepping back.

ByteDance鈥檚 public appeal: While Oracle emerges as the frontrunner for a US TikTok deal, the platform鈥檚 new PR push highlights small business success stories.

TikTok has notable US economic impact: Oxford highlighted the app鈥檚 influence in the US market in a report that could play a role in its future in the US.

25% of US adults consider Facebook the most influential social media platform for purchasing decisions, putting it just ahead of TikTok (21%) and Instagram (20%), according to Relex.

Post-relisting, TikTok skyrocketed past US rivals in downloads, reclaiming its dominance while RedNote, once a rising competitor, struggles to keep users.

The fate of TikTok in the US: Legal, economic, and operational implications unfold as businesses and creators prepare for potential disruption.