TikTok is Being Replaced in the U.S. - What That Means for Creators, Brands, and Everyone Else
In case you’ve missed the headlines, TikTok is about to be replaced in the U.S. by a new app called M2, launching on 5 September 2025. It is not a rebrand, not a spin-off, and not a merge. It is a completely separate platform, created by TikTok’s parent company ByteDance, in response to a new U.S. law that gives them two choices: sell TikTok or get kicked out of the country.
Right now, it looks like they are not selling. So they are launching M2 instead. If you are a creator or brand working in or with the U.S., you need to treat this like a full platform switch, not just a minor update.
So, is TikTok actually going away?
Yes, at least in the U.S. If no sale goes through, TikTok will be removed from U.S. app stores and stop functioning by March 2026. M2 is ByteDance’s attempt to keep hold of the U.S. market by creating a version that stores data separately and runs under different legal rules.
If you are outside the U.S. (such as the UK), TikTok is staying put. But you will start noticing differences in the type of content you see, and the people you follow in the U.S. may slowly disappear unless you actively follow them again on the new platform.
Will my account and content transfer over?
There will probably be some kind of transfer process, but ByteDance has not confirmed the details yet. Based on how similar transitions have worked in the past, expect:
A prompt to download M2 and link your TikTok account
New terms of service to agree to
Some videos or features not transferring if they fall under stricter moderation rules
If you have a large backlog of videos or active brand partnerships, back everything up now. Also be aware that if your audience is mostly international, they may not be able to see your content once you switch to M2. That is a major change if you rely on reach outside the U.S.
Will people outside the U.S. still see my content?
Probably not. TikTok and M2 will be completely separate apps, and there is currently no indication that they will share a global feed or search results. If you are a U.S. creator, your content will not automatically be visible to people outside the country.
From a PR and growth perspective, this changes everything. Many creators go viral internationally, especially in categories like beauty, gaming, music or food. Losing that reach could impact brand deals, discoverability and long-term visibility.
If your audience is global, now is the time to start thinking about how you might rebuild or duplicate it elsewhere.
How will M2 be different from TikTok?
M2 will need to follow stricter U.S. laws around data, monetisation, and content. So this is not just a platform change. It is also a shift in what you are allowed to post, and how your content is evaluated.
You can expect:
New privacy rules
Stricter monetisation requirements
A fresh algorithm that may behave differently
Tighter moderation on what gets flagged or removed
What does that mean in practice?
If you post content involving children, politics, mental health, or sensitive topics, prepare for closer scrutiny. The U.S. is already cracking down on how children are featured on social media, and M2 will reflect that.
YouTube is also under pressure to tighten its rules around family content, especially in relation to child exploitation and targeted ads. The direction of travel is clear: platforms are being pushed to take more responsibility, and your content needs to reflect that shift.
If you are a family creator or regularly feature children, now is the time to reassess what you post, both from a legal and reputational angle.
Will monetisation be harder?
Possibly. New platforms always take a while to stabilise when it comes to Creator Funds and brand support. There might be delays, bugs or new eligibility criteria based on region or engagement.
From a PR and positioning standpoint, here is what I would suggest:
Be proactive. Let brands and agencies know about the shift, and how you plan to handle it
Clarify where your audience is based, especially if you work with international sponsors
Update pitch decks and bios with M2 details when the app launches
Strengthen your presence on other platforms to avoid any sudden loss of income or exposure
What should you actually do now?
If you are a creator, influencer, or brand working with U.S. audiences, here is a short prep list to stay ahead:
Back up your videos
Check your audience split between U.S. and international viewers
Secure your username on M2 early to avoid impersonation
Update brands and partners about the move
Start cross-posting to Instagram Reels, YouTube Shorts, or other platforms
Think about how your content might need to shift tone or focus
Consider how you handle children, politics, or potentially controversial topics
Final thoughts: this is not just TikTok with a new name
This marks a bigger shift in how social platforms operate. We are moving into a world where platforms are regional rather than global, and that means different laws, different trends, and different expectations.
If you are a creator, your content strategy now needs to be platform-aware and territory-aware. If you are a brand, you will need to rethink how and where you place talent, because the U.S. content landscape is about to become its own ecosystem.
This is a rare moment where creators who move quickly can actually gain visibility, rather than lose it. But that only works if you are preparing now, not waiting until the switch happens.