Photo illustration shows the TikTok logo displayed on a mobile phone screen.
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For the second time this year, TikTok is staring at a deadline that could determine its fate in the U.S. and that of numerous creators and brands that have built businesses on the Chinese-owned social app.
The sense of urgency that led some creators to post wistful goodbye videos in January has shifted to a more cautiously optimistic outlook, with creators and firms saying they believe TikTok will remain in the U.S. They are, however, hedging their bets.
“I’m trying to be optimistic and hope that they keep it, but as a creator, I have to be prepared either way,” said Gianna Christine, a creator with 2.7 million TikTok followers.
TikTok could be effectively banned in the U.S. on April 5 because of a national security law originally signed by former President Joe Biden that requires its Chinese parent ByteDance to divest the app’s American operations. ByteDance originally faced a Jan. 19 deadline to sell TikTok, but Trump signed an executive order instructing the attorney general to not enforce the law, granting the Chinese company 75 more days to divest the U.S. portion of its business.
Gianna Christine makes lifestyle videos about living in New York City to her nearly 3 million followers on TikTok.
Gianna Christine
Like others who spoke with CNBC, Christine said she hasn’t received any direct updates from TikTok about its future. Christine said she’s staying positive about TikTok’s chances of remaining in the U.S. but she’s also expanding her presence on platforms like Snapchat and YouTube as a precaution.
“You never know what will happen,” Christine said.
Throughout his 2024 presidential campaign, Trump said many positive comments about TikTok and used the app as a campaign tool. Trump said Sunday that he is “pretty certain” that a TikTok deal will be reached before the April deadline, according to AFP. Last week, Trump said he may extend the deadline if a deal isn’t reached and that he may reduce tariffs on China to help facilitate a transaction.
“I really don’t see TikTok getting banned,” said Olivia Plotnick, the founder of the Wai Social marketing and consultancy agency. “Trump really is going to want to show how amazing he is, and make a deal happen.”
TikTok and the White House did not respond to requests for comment.
Whatever is in store for TikTok, the company is acting like business as usual.
Current and former TikTok workers said they have received no communication from management about its future in the U.S. Brands and creators said they have received no updates from the company either.
That lack of communication and the uncertainty of the app’s future hasn’t stopped TikTok from moving forward with new partnerships.
Marketing firm Meltwater, for example, announced that it joined TikTok’s marketing partners program in March. Aditya Jami, Meltwater’s tech chief, said that his TikTok contacts seemed to be “in the dark” about the app’s future, but they went ahead with the partnership, which will require deep integration between the two companies.
“They are actually going to do more and more things that we can build together and then expose to our customers, so I feel like it’s going business as usual,” Jami said.
TikTok creator Alyssa McKay has more than 10 million followers, but she’s been proactive about diversifying her following across more platforms.
“If you’re not already posting on Snapchat, Instagram Reels, YouTube Shorts, that’s where you need to be,” said McKay, adding that her efforts to get ahead of a potential ban have resulted in her already earning more revenue from other platforms than she does on TikTok.
Alyssa McKay is a content creator with over 10 million followers on TikTok.
Alyssa McKay
The first TikTok ban deadline didn’t significantly alter the social media postings from creators and brands, according to data provided to CNBC by Later, a social media and influencer marketing firm.
Social media users increased their posts on Threads and YouTube by 10% and 6%, respectively, the week of the TikTok ban in January compared to the week prior, according to Later. Still, the general posting habits of brands and creators during the week after the January deadline compared to the week preceding it were nearly identical, a spokesperson for Later said.
Throughout March, creators and brands steadily reduced the number of scheduled TikTok posts they plan to publish during the weeks leading up to the April deadline while increasing their scheduled Instagram posts, Later data showed. The March data suggests creators and brands are “reallocating content to Instagram as a safer or more stable alternative,” the Later spokesperson said.
For a brief moment, the Chinese social media app RedNote rose to the top of Apple’s app store during the week leading to the January deadline. Known as Xiaohongshu in China, that app has similar short-video features as TikTok, but it has a user base comprised mostly of women from more affluent Chinese cities that embraced the sudden influx of American users, Plotnick of Wai Social said.
“They were super welcoming, and it was a really fun time,” Plotnick said.
RedNote’s moment in the sun won’t likely repeat. The app is no longer a priority now that TikTok has resumed normal operations, creators and brands said.
“I don’t foresee buzz around alternative apps like RedNote,” Later CEO Scott Sutton said. “Those were a blip and lacked the staying power of other platforms.”
It’s unclear whether lawmakers who are concerned about the Chinese Communist Party or TikTok-competitors like Meta or Google would take to the courts to enforce the national security law, said Neil Chilson, a former chief technologist at the Federal Trade Commission who now heads AI policy at Abundance Institute non-profit. Taking that kind of legal action carries the risk of upsetting TikTok’s giant user base and Trump, Chilson said.
“Trump likes this sort of leverage that the law provides him,” Chilson said. “He’s obviously using quite aggressively — not quite in the text of the law — his latitude to make deals to continue to string this along.”
A former EU commissioner has hit back after receiving a U.S. visa ban for alleged censorship.
The Trump administration imposed visa bans on Thierry Breton, a former European Union commissioner behind the Digital Services Act (DSA), and four anti-disinformation campaigners, accusing them of censoring U.S. social media platforms.
“The State Department is taking decisive action against five individuals who have led organized efforts to coerce American platforms to censor, demonetize, and suppress American viewpoints they oppose,” Secretary of State Marco Rubio said in a statement.
He added that “these radical activists and weaponized NGOs have advanced censorship crackdowns by foreign states—in each case targeting American speakers and American companies.”
As such, their entry to the U.S. has “potentially serious adverse foreign policy consequences,” he said.
“Based on these determinations, the Department has taken steps to impose visa restrictions on agents of the global censorship-industrial complex who, as a result, will be generally barred from entering the United States.”
Breton, who served as EU commissioner between 2019 and 2024, wrote on X: “As a reminder: 90% of the European Parliament — our democratically elected body — and all 27 Member States unanimously voted the DSA.”
“To our American friends: “Censorship isn’t where you think it is.””
Rubio did not identify who his department had taken action against, however Under Secretary for Public Diplomacy Sarah Rogers later did so on X.
Josephine Ballon, the co-leader of HateAid who serves on Germany’s Advisory Council of the Digital Services, was among those working on anti-disinformation campaigns to receive sanctions. Her co-leader Anna-Lena von Hodenberg was also affected. CNBC has reached out to Ballon and Von Hodenberg for comment.
The bans are part of efforts to enforce what Rogers refers to as a “red line” for the U.S. and the “extraterritorial censorship of Americans.”
In an interview with GB news on Dec. 4, Rogers took aim at the U.K.’s Online Safety Act (OSA), saying the law was being applied extraterritorially, accounting for U.S. citizens’ speech about U.S. politics on U.S.-based platforms.
Europe’s DSA and the U.K.’s OSA are among only a handful of pieces of legislation designed to keep the power of Big Tech in check and improve safety for children online.
The DSA forces tech giants like Google and Meta to police illegal content more aggressively, or face hefty fines, while the OSA law requires age verification on adult sites and a number of other platforms.
A Waymo car is halted on the road amid a power outage in San Francisco, California, U.S., December 20, 2025, in this screengrab obtained from a social media video.d
Reuters
Three days after a blackout in San Francisco caused Waymo to pause its driverless car service, the Alphabet-owned company said it’s updating its fleet so its vehicles are better prepared to respond during future outages.
“We’ve always focused on developing the Waymo Driver for the world as it is, including when infrastructure fails,” the company said in a blog post late Tuesday.
Power outages began early afternoon on Saturday in San Francisco and peaked roughly two hours later, affecting about 130,000 customers, according to Pacific Gas and Electric. As of Sunday morning, about 21,000 customers remained without power. PG&E said a fire at a substation resulted in “significant and extensive” damage.
With stoplights and traffic signals not functioning, the city was hit with widespread gridlock. Videos shared on social media appeared to show multiple Waymo vehicles stalled in traffic in various neighborhoods.
“We directed our fleet to pull over and park appropriately so we could return vehicles to our depots in waves,” Waymo said in Tuesday’s blog post. “This ensured we did not further add to the congestion or obstruct emergency vehicles during the peak of the recovery effort.”
San Francisco Mayor Daniel Lurie said in an update on X Saturday evening that police officers, fire crews, parking control officers and city ambassadors were deployed across affected neighborhoods.
Waymo said that it’s analyzing the event, and is taking three “immediate steps.”
The first involves “fleet-wide updates” to give vehicles “more context about regional outages,” so cars can take more decisive actions at intersections. The company said it’s also improving its “emergency response protocols,” and is coordinating with Mayor Lurie’s team in San Francisco to better collaborate in emergency preparedness. Finally, Waymo said it’s updating its first responder training “as we discover learnings from this and other widespread events.”
In addition to the Bay Area, Waymo currently serves paid rides to the public in and around Austin, Texas, Phoenix, Atlanta and Los Angeles. The company recently crossed an estimated 450,000 weekly paid rides, and said in December it had served 14 million trips in 2025, putting it on pace to end the year at more than 20 million trips total since launching in 2020.
“Backed by 100M+ miles of fully autonomous driving experience and a record of improving road safety, we are undaunted by the opportunity to challenge the status quo of our roads, and we’re proud to continue serving San Franciscan residents and visitors,” the company said in Tuesday’s blog.
— CNBC’s Lora Kolodny and Jennifer Elias contributed to this report.
Direxion signage at the New York Stock Exchange (NYSE) in New York, US, on Monday, Dec. 22, 2025. The holiday-shortened week started with gains in stocks amid a broad advance that saw a continuation of the bullish momentum on Wall Street.
Michael Nagle | Bloomberg | Getty Images
Motive, a company with software for managing corporate trucks and drivers, on Tuesday filed for an initial public offering on the New York Stock Exchange under the symbol “MTVE.”
The paperwork puts Motive among a fast-growing group of tech companies looking to go public in 2026. Anthropic, OpenAI and SpaceX have all reportedly considered making their shares widely available for trading next year.
Motive is smaller, reporting a $62.7 million net loss on $115.8 million in revenue in the third quarter. The loss widened from $41.3 million in the same quarter of 2024, while revenue grew about 23% year over year. The company had almost 100,000 clients at the end of September.
Ryan Johns, Obaid Khan and Shoaib Makani started Motive in 2013, originally under the name Keep Truckin. Makani, the CEO, is Khan’s brother-in-law.
Investors include Alphabet’s GV, Base10 Partners, Greenoaks, Index Ventures, Kleiner Perkins and Scale Venture Partners.
Motive’s AI Dashcam device for detecting unsafe driving “has prevented 170,000 collisions and saved 1,500 lives on our roads,” Makani wrote in a letter to investors. Most revenue comes from subscriptions, although Motive does sell replacement hardware and professional services.
The San Francisco company changed its name to Motive in 2022, and as of Sept. 30, it employed 4,508 people. Motive employs 400 full-time data annotators who apply labels that are meant to enhance artificial intelligence models.
Motive has ongoing patent-infringement litigation with competitor Samsara, which went public in 2021 and today has a $22 billion market capitalization.