As a social-first agency, we’ve seen firsthand how much TikTok has shaped the way we connect, create, and consume. With the platform’s next ban deadline looming on April 5, all signs point to a potential sale rather than another full-on ban, but nothing’s certain yet. When TikTok temporarily went dark earlier this year, it left a noticeable void in our feeds (and our routines). So before we find ourselves back in that (potential) blackout, we’re taking stock.

Here are three things we love about TikTok and three things we’d be excited to see change if the platform gets a fresh start.

3 Things We Love About TikTok

1. The Power of the “For You Page”

No one serves us content quite like TikTok. The “For You Page” is eerily good at surfacing videos that make us laugh, pause, save, and send to friends—sometimes all in one scroll. It introduces us to creators we never would have found otherwise and keeps us in the know on trends before they hit mainstream. As people who live in the social space every day, we can confidently say: no other platform nails discovery and personalization quite like TikTok.

2. Creativity + Personality

TikTok thrives on authenticity. Unlike other social platforms (like Instagram)  that reward more polished content, TikTok celebrates genuine creativity and personality. We missed this rawness most during January’s brief ban; suddenly, Instagram felt a little too curated, and X too snarky. TikTok’s culture of authenticity allows creators to shine simply by being themselves, and we’re all here for it.

3. Subcultures That Stick

From #BookTok routines to #CleanGirl hot takes, TikTok gives niche communities space to grow and thrive. We’re constantly inspired by how the app creates space for people to connect over inside jokes, hyper-specific interests, and trends that feel made just for them. That shared language and collective energy? It’s hard to find elsewhere—and as culture-obsessed marketers, decoding those moments makes our job a whole lot more fun. If TikTok were to go away, that kind of community-building would be hard to replace.

3 Things We Want TikTok to Change + How They Could Impact A TikTok Strategy

1. More Transparency Around Moderation

Like many users, we’ve seen videos disappear without warning or creators lose reach without explanation. While we understand the need for content moderation, we’d love to see TikTok communicate more clearly about the “why” behind content removals, shadowbans, or account restrictions. Although TikTok has gotten in hot water for things like this before, a little more clarity would go a long way in building trust,  especially for the creators and brands trying to do it right.

Impact To Brands: Better moderation transparency helps brands avoid unintentional missteps that lead to content being suppressed or removed. Clearer rules = stronger brand safety and smoother campaign execution.

2. Better Support for Creators

For all of TikTok’s influence, it still lags behind when it comes to monetization. We’d love to see stronger systems in place for helping creators get paid—from clearer revenue sharing to tools that make it easier to sell products or services. The creative energy is there. The next step is giving people the resources to turn content into sustainable careers.

Impact To Brands: When creators have more stable income streams, they can be more selective about partnerships—leading to more authentic, high-quality brand collaborations.

3. Clearer Privacy Controls

We know TikTok’s algorithm is part of what makes it so good—but as users and marketers, we also want to know what data is being collected, and how it’s being used. If TikTok ends up under new ownership, it’s a great opportunity to build in more visible, user-friendly privacy tools, expansion to their API and data access. 

Impact To Brands: Clearer privacy controls could open the door for brands in highly regulated industries, like financial services and healthcare, to participate more confidently and creatively on the platform.

Wrapping Up

We’re hopeful that TikTok sticks around; if it does, we also hope it evolves. We love the platform for its creativity, community, and culture, and we know just how powerful it can be when it’s working at its best. But a little more clarity, care, and creator support wouldn’t hurt.

Until we know what’s next, we’ll be right where we’ve always been: on the app, in the scroll, and keeping a close eye on what’s ahead.