TikTok is finally sold and seems to have gone downhill in the US. Social media apps are getting banned for teens in even more countries. And that’s just week four of 2026.

I don’t have a lot of preamble up top as we’ve got some stuff to dig into below, so grab yourself a coffee. It’s a long one!

It’s finally sold in the US, has a bunch of new T&Cs that people are scratching their heads at, and is glitching like crazy – seems like the US TikTok sale is going great, guys!! 

After years and years of being told it’s being banned and then sold and then banned, ByteDance (TikTok’s parent company) finally agreed to a US sale of the app to Oracle, with 20% stake in the company still.

So yes, even after all of this, ByteDance still owns part of the app. 

And it didn’t take long for the US TikTok to have new terms and conditions that you had to agree to as soon as you opened the app. A few of these had people running to the delete button as the app says it’ll now geolocate users and will have access to your immigration and citizenship status (something that was in the T&Cs before, people!). And others are desperately seeking another app after the change of ownership.

Not only that, but it hasn’t even been a wee,k and the clock app is glitching like crazy. Most US creators have had videos glitch, not load, or freeze, and it’s starting to make the app a bit unusable. Well, for anyone trying to watch a US creator’s video.

It’s almost like you have to keep up with the best algorithm in the world to make sure it doesn’t break … whomp whomp. 

TikTok users are saying they’re already noticing a difference in their content, and after the US government said it was going to make sure to update the algorithm to ensure that content shared wasn’t saying anything against the USA, it seems a bit fishy how quickly certain videos aren’t loading properly.

Or maybe I should remove my tin foil hat?

It’s still unclear how exactly the app is going to change for US users. The ink on the deal is still fresh, so I think we’re going to have to wait and see if this week was a fluke with all the glitches or if it’s going to continue in the future. 

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According to QZ’s marketing industry report, more than one-third of consumers say that using AI content on their channels harms a brand. With more and more people leaning into AI, it’s more important than ever to create human-based content (exactly what I talked about last week when it comes to brands flocking to Reddit for advertising!).

I have been thinking a lot about content, engagement, and community lately. I mean, it is my job, so it’s not a surprise that these are things I think about constantly, but mainly how much they've changed over the years on social media. 

I know we’re all tired of being sold to. We’re tired of ads. We’re tired of brands. We’re tired of anything that doesn’t feel “authentic,” and with the rise of AI, I can understand why people are talking about wanting to take a step out into the real world, create hobbies, and do less online (while it is also ironic that they are announcing all these things online). 

Following people online isn’t really a thing anymore (it’s not like we see most of their content anyway, so what’s the point?), so how do we connect with people who do want to see our things? Who do want to read what we write (like I very much hope you do)?

If you’re a brand, business, or creator who is really struggling with this this year, here are two changes that I am personally making for my clients (and myself!) that are already gaining momentum, building community, deepening trust, and making me feel better about how I approach social media and try not to burn out this year.

I need to re-focus on my own Facebook Group again this year, as I fell off of consistency last year, but we are back, BABY! Facebook Groups are such a great way to connect with people over a shared interest. Whether that’s a TV show, a book series, a brand you love, sports, etc. 

I have started a few Facebook Groups over the years that are thriving, and honestly? It’s the only reason I still have a Facebook account (well, also, because I am a social media director and have to for clients). 

If you’re looking for a way to directly connect and engage with your audience, I do recommend a Facebook Group. They are quite handy!

If Facebook Groups aren’t your thing, Instagram Broadcast Channels, subreddits, Signal Groups, and WhatsApp Groups are great alternatives that I keep seeing constantly grow. 

Yes, just like this one! A few years ago, someone said something to me that has never left my brain: “If your social media channels were deleted tomorrow, you have no audience to reach. That’s why emails and building newsletters are important because you have direct access that they have given YOU!” 

It’s so true. Being able to build this newsletter over the years has been something so special to me, and I know I have a direct relationship with a lot of you (especially those I talk to each week after one of these gets sent out!). 

Connecting with your full audience instead of the percentage social media deems you’re allowed to connect to is the way forward this year, in my very humble opinion.

What are your thoughts on the state of social media in 2026? I still love it and am always looking at the ways brands and creators are killing it to this day. With social, I find it ever-changing, and that’s why I still enjoy it. Even if the rules are always in flux.

Let’s hope TikTok sorts it out by next week!

Mackenzie