Oracle’s successful acquisition of TikTok’s U.S. operations has already impacted the lives of content creators and viewers since it went into effect days ago. Accusations of censorship quickly arose when U.S. users found themselves unable to upload or even view new videos amidst a snowstorm that blanketed nearly half of the country. Despite these issues eventually clearing up, many have taken that as a sign to leave the app for good, and unlike the similar situation TikTok found itself in last year, there may be no going back at this point.
TikTok had risen above the other popular social media websites, and in a decade since its launch, it had become a social media platform that has heavily influenced industries across the globe. Oracle’s acquisition threatens and will likely diminish the significant influence TikTok has within the United States and the businesses that rely on it.
The beauty industry will be hit especially hard. According to Digital HEC Montreal, the beauty industry saw a 14% growth in revenue in 2023 alone, thanks to the traction gained from viral TikTok trends and beauty influencer content. TikTok was able to close the gap between company and consumer, and its algorithm was able to personalize the content and experience for each individual viewer.
The decline in TikTok’s U.S. viewerbase will make it harder for domestic and foreign companies to connect with its consumers. And as the rest of the world continues on outside of Oracle’s watchful eye, U.S. consumers who aren’t tech-savvy or wealthy enough will be left behind.
