‘TikTok USA’ Still Isn’t In The Bag—But Advertisers Are Getting Pushed Harder Than Ever to Make Commitments

When is TikTok USA happening? The future is still up in the air as President Trump wages a trade war with China—but advertisers are being pushed harder than ever to make commitments to boost their advertising spend on the platform.

Ad Age reports that TikTok has called for brands and agencies advertising on the platform to increase their spend 25% year-over year. It also appears to be offering media credits to some advertisers to help them hit that goal, while withdrawing previous credits for those who don’t hit that goal.

Speaking with current advertisers on the platform, Ad Age found that most were still loyal to the platform despite the brewing sale. The platform hasn’t been deterred by the official action from the forced sale of the company, instead pushing ahead to roll out new products including AI automation in the ads platform and expanding its TikTok Shop offering.

TikTok is a centerpiece of President Trump’s trade war with the Chinese government, which has a stake in parent company ByteDance. Part of that deal would see the highly-prized algorithm that powers TikTok transferred to U.S. control, which some advertisers worry could upset the balance of the platform that has captured the attention of 170 million Americans.

“They were looking for between 25% and 35% growth, regardless of what was actually going on in the marketplace with the agencies,” one media buyer told Ad Age anonymously. TikTok appears to be doggedly pursing previous advertisers and even withholding previously granted credits from media companies who don’t meet targets.

“In 2025, they raised the bar, made a requirement for media agencies and holding companies to reach these growth goals,” the media buyer continues. “And if they don’t reach those growth goals, it was up to TikTok’s discretion whether or not credits were then distributed to clients. That’s put a lot of agencies in a tougher spot.”

TikTok is considered a unique gateway to advertise to Gen Z audiences, which spend between 110-115 minutes per day browsing the app. Advertising on TikTok has held mostly steady throughout the negotiation process, even with the January hiccup when TikTok went offline briefly due to the TikTok divestment law signed by Joe Biden. Meanwhile, advertisers are afraid to commit to TikTok USA because they’re afraid the ad effectiveness may decline under new leadership.

“Brand advertisers have contingency plans for this transition, in which they’re approaching the new app more like a test and learn experience vs a core part of their short-term move forward ad strategy,” Rachel Tipograph, MikMak CEO told Ad Age. “They want to see performance results before investing a large portion of their ad spend in TikTok America.”