TikTok is creating a new U.S. app version, known as 'M2', as a contingency plan due to mounting pressure for ByteDance to divest. The platform plans to discontinue the current U.S. app in March 2026. Marketers are concerned about the transition's impact on user data and ad processes, which may disrupt their strategies. With one-third of Americans currently using TikTok, a shift to a new app could lead to a significant loss of users, particularly among casual users, who might face difficulties in re-downloading and logging back in.
"I'd be curious to learn more about how the user data and ad stack and process will evolve, which certainly has the potential to be the bigger disruption (as compared to usage numbers)" said Chris Mele, managing partner at marketing agency Siberia.
"Even small barriers like searching for a new app, re-downloading, or logging in again can traditionally lead to drop-offs, especially among the so-called casual users," said Jyrki Poutanen, chief creative officer at United Imaginations in an email.
"They are definitely at risk of losing non-power users, especially if there's another sign-up wall or login wall," said Sam Piliero, founder and head of growth at e-commerce specialist agency The Moonlighters.
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