“we’re cooked.” NO! … well, maybe … who knows … probably not though.
👋 Welcome back to Content to Commas, your weekly playbook for making your content do the job it’s suppose to do for your business, brand, and wallets.
I wanted to start with — “hey check out the new branding and logo 👆” — but one of the biggest social apps had HUGE news this week.
TikTok is now an American company.
This week is a guide for the “American TikTok era” and what’s next.
We’re not going to doom scroll & today won’t be a pep talk either. We’re just going to roll up our sleeves and build a plan.
📌 In this issue:
WTF actually changed & why it matters
How to quit or stay on TikTok
What I’d do if I were you…
Let’s get to work.
— Brandon Smithwrick
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🤯 TikTok 2.0 (in plain english)
Here are six changes I want you to know.
TikTok says this structure keeps the app running for 200M+ Americans and 7.5M U.S. businesses.
The joint venture is majority American-owned, with three “managing investors” holding 15% each & ByteDance retaining 19.9%.
TikTok says the safeguards cover TikTok, CapCut, Lemon8, plus other U.S. apps and sites in the portfolio.
Oracle is positioned as the “trusted security partner” and hosts U.S. user data in its U.S. cloud environment.
You still “own” your videos, but … TikTok has more freedom to reuse them across products, ads, and future formats without additional permission.
TikTok’s updated terms allow wider collection and use of behavioral data across devices.
With increase revenue expectations, TikTok has more incentive to increase ad volume, test new ad formats, and adjust creator payouts. This can affect watch time, reach, and earnings.
TikTok says the algorithm isn’t changing, but algorithms are never stay the same anyway. They adapt constantly.
Most users won’t notice a sudden shift tomorrow. What changes first is behavior: how often people post, how brands spend money, or how creators show up.
That’s why the goal isn’t to predict TikTok. The goal is to be resistant to TikTok changes.
If things stay stable, you win.
If it gets weird, you still win.
If it loses cultural clout, you still win.
🪞What I’d do if I were you
I think most readers will fall into 1 of 3 categories…
Some are still posting like normal.
Some are uneasy and watching closely.
Some are tired and quitting on principle.
All are valid.
So instead of telling you to pick one, here’s what I think everyone should do, regardless of how bullish or cautious you feel.
the non-negotiables
Back up your content library: Every raw clip. Every final video. If it lives only inside TikTok, you’re cooked.
Pay attention to what actually matter: Not just views. Track hooks, watch time, saves, shares, profile visits, and link clicks. Screenshot analytics weekly. You’ll want the receipts later.
Have one thing you own: A newsletter. A podcast feed. A small community. In-person events. Something that isn’t governed by a feed. You don’t need to monetize it yet. You just need to start building it
There's no need to scramble for new passwords. While things have shifted, rest assured, the sky isn't falling.
Have a backup plan. Algorithms change often, and platforms come and go. Aim to be a creator or brand in general, not just a "TikTok creator" or "TikTok brand."
If you’re still posting regularly
Keep posting. Don’t let this news stop your money, your hustle, or your goals. Brands aren’t pulling out of TikTok just yet and neither should you.
Focus on keeping your audience interested by using engaging content and trying out new formats.
Keep an eye on any changes or updates you notice, whether they're big or small.
Think of your page like a TV channel, with series that attract new viewers.
If you’re uneasy and want to hedge
You don’t need to disappear. You need to widen the surface area.
Repurpose your best ideas on other platforms (YouTube Shorts, Instagram, Pinterest, LinkedIn, Facebook). All platforms love video.
Start shifting your attention toward something you own (I know I sound like a broken record).
Pay attention to saves, replies, and clicks more than raw views
If you want to step back
That’s okay too. Just don’t vanish without intention.
Tell people where you’ll still show up (you built the audience, take them on this journey with you).
Keep your account up (don’t delete your hard work. Discovery on TikTok still occurs months after you post).
Stay optional, not dependent
Stepping back strategically is very different from burning the bridge.
Post if it serves you. Pause if you need to. But make sure whatever you’re building doesn’t disappear with a policy update or a shift in sentiment.
👀 My TikTok 2.0 Predictions
Not tomorrow. Not with a big announcement. Slowly, then all at once.
TikTok keeps moving toward longer content. That gives them more room for ads, including multiple ad breaks inside longer videos, similar to streaming.
Ads also get more personal and more local. What you search, where you go, and what you engage with feeds TikTok Shop. Commerce becomes the priority, not creator programs.
Creator storefronts matter more than creator programs. Smaller cuts, more affiliate style economics, and fewer guarantees. Think Amazon affiliates, not AdSense.
More data comes deeper echo chambers. More of what you already engage with. Less friction, less discovery outside your bubble.
Content moderation tightens over time. Not loud censorship, but quieter changes in how content is reported, reviewed, and limited. Some topics get harder to talk about.
No matter how important TikTok is to you, being adaptable is a valuable skill in both business and life.
With these changes, you'll need to adjust your strategy.
I just wanted to help you get started.
📌 ICYMI…
Each week, I share simple tips on branding, making money, growth strategies, and useful tools that you might have missed. You can catch up in just a few minutes.
Posts You May Have Missed
These posts did numbers for a reason. Worth a reread.
Turn LinkedIn into a 24-hour sales engine: I partnered with HubSpot on a free playbook showing how to turn LinkedIn into consistent inbound without posting nonstop → Get the playbook
I’m better than them, and they keep getting opportunities”: A real thought. A fair thought. And a dangerous one if you don’t unpack what’s actually happening beneath it → Read the post
Stop asking “what do you do for a living”: That question isn’t networking. It shuts conversations down before they even start. We were taught this wrong → Read the post
Tools I Love…
The stack I keep coming back to in my own business.
📧 Beehiiv: Newsletters, websites, podcast hosting, and link-in-bio in one place. Use this link for 20% off your first 3 months → Launch on Beehiiv
💸 Sequence: One of the best additions I made last year. Automates how money moves across accounts. Get $50 to get started → Explore Sequence
🔍 Stanley: My LinkedIn AI coach. Weekly insights on what’s working and why. 3-day free trial with this link → Test Stanley
🏦 Mercury: My business banking setup. Clean, simple, no mess. Deposit $10K in 90 days and get $250 → Open an account
🎓 Teachable: Build and sell digital products without duct-taping tools together. Start free → Start creating
🧠 Granola: The best AI meeting notetaker I’ve used. No bots joining calls. No interruptions. Just clean notes → Try Granola
📊 QuickBooks: I upgraded once my business started acting like a real business. Keeps finances clean and tax-ready. Save up to 75% with this link → Set up QuickBooks
💬 ManyChat: Turn comments into automatic DMs that convert → Build the flow
📋 Typeform: Beautiful forms that convert and stay on brand → Start for free
My Content Kit
The gear I actually use to capture clean, usable content without overthinking it.
🎙️ Shure MV7+: The mic I use for every call and recording. Clean audio matters more than video, especially early.
📜 Teleprompter: Nobody memorizes scripts. Reading keeps you concise and confident.
📱 Compact tripod: Compact, travel-friendly, and lets you shoot anywhere without friction.
🔋 Anker battery pack: My most powerful charger. Even fully charges my MacBook on the go.
🦾 Magic Arm: The easiest way to get dynamic angles and avoid static shots.
🎤 DJI Mic 2: Reliable, clear audio when you’re traveling or filming on the move.
🎥 DJI Osmo Pocket 3: A creator secret weapon for vlogs, BTS, and stabilized video.
🎒 Bellroy Side Bag: My go-to content bag. Fits all of this and keeps everything organized when I’m moving.
🧲 Suction mount: Instant dynamic angles on cars, windows, or desks without a tripod.
Free Resources For You
📷 Content Kit: The exact equipment to build dynamic content → Explore more
🧰 Ultimate Creatorpreneur Toolkit: 70+ tools I used to build a six-figure business, with exclusive discounts → Grab the toolkit
🪝 250 Proven LinkedIn Hooks: Copy, tweak, grow your brand faster → Get the hooks
🤝 How to Land a Brand Deal: Zero-fluff guide to inbound and outreach that works → Learn the playbook
Thanks for reading!
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