Time is running out for TikTok. In just days, on April 5, the popular video app faces a ban in the U.S. unless a deal is struck to sell its American operations to a domestic owner. This looming deadline has created an atmosphere of urgency and uncertainty for creators, brands, and users alike. Senators are urging President Trump to extend the deadline for a second time. Every hour closer to the ban raises the stakes: Will TikTok be saved by a last-minute acquisition, or will millions of users wake up to find their favorite platform gone? In this post, we’ll explore five possible buyers circling TikTok—Oracle, Microsoft, Perplexity AI, Project Liberty, and MrBeast—and speculate how each might change the platform’s monetization, content moderation, culture, and user experience if they take over. And for added value, we’re sharing strategic takeaways for brands on how to prepare for each scenario in order of most likely to least likely.
Oracle: The Enterprise Stepping In
Oracle is a multinational technology corporation known for its enterprise software and cloud solutions. As a top contender due to its role in Project Texas, Oracle has been working to relocate American users’ data to servers in Texas to address security concerns. The proposed deal, dubbed “Project Texas 2.0,” aims to enhance data security measures. If Oracle acquires TikTok, expect strong data security and stricter content moderation. Monetization would likely leverage Oracle’s enterprise analytics, enhancing brand targeting. The platform might become slightly more corporate, emphasizing safety and stability while maintaining familiar user experiences. An anonymous source told reporters: “If the Oracle deal moves forward, that means all you are doing is saying ‘trust Oracle’ to disseminate the data and guarantee there is no ‘back door’ to the data,” which leads us to think that not much will change under Oracle’s ownership.
Microsoft: A Tech Giant’s TikTok
Microsoft, a leading global technology company, has shown interest in acquiring TikTok. President Donald Trump confirmed that Microsoft is among the companies in discussions to buy TikTok, stating, “A lot of interest in TikTok. There’s great interest in TikTok.” With resources to support TikTok at scale, Microsoft would likely enhance advertising capabilities, using LinkedIn and Xbox for cross-platform promotions. Moderation could focus on safety and civility, leveraging advanced AI. Users might also expect a cultural shift toward educational and tech-driven content, plus improved user features like Bing integration and AI-driven content creation tools.
Perplexity AI: Merging Video and AI Search
Perplexity AI is a San Francisco-based startup specializing in AI-powered search and information retrieval. The company has expressed interest in acquiring TikTok, proposing to integrate its AI-powered internet search capabilities with the popular video-sharing app. Its ownership would transform TikTok into a more intelligent, searchable platform. Perplexity claimed in a blog post: “A TikTok rebuilt and powered by Perplexity would create the world’s greatest platform for creativity and knowledge discovery.” Users could interact directly with AI to explore and understand content. New advertising opportunities could blend traditional video ads with AI-driven search features. Automated moderation could increase precision but risk over-censorship. The platform experience would likely double down on brand, product, and creator discovery alongside existing trends.
Project Liberty: TikTok Goes Decentralized?
Project Liberty, spearheaded by billionaire Frank McCourt, promotes decentralized technology to empower users. Reddit co-founder Alexis Ohanian has joined McCourt’s bid as a strategic adviser, aiming to integrate blockchain technology into TikTok to enhance user control over data. He posted this on X: “I’d love to see an app where users actually own their data and where creators have real control. Because that’s when tech is at its best—when it empowers the *people* who make it an interesting place to be, in the first place!” The initiative seeks to decentralize TikTok, giving users greater control over data and content. Monetization might include crypto rewards, with transparent and community-driven content moderation. While creativity and user control would flourish, expect initial complexity in the user experience.
MrBeast: A Creator-Led TikTok Takeover
Jimmy Donaldson, known as MrBeast, is a popular YouTuber and philanthropist recognized for viral stunts and charitable initiatives. After posting “Okay fine, I’ll buy TikTok so it doesn’t get banned” on X, he has teamed up with tech entrepreneur Jesse Tinsley to place an all-cash bid for TikTok’s U.S. operations. Under MrBeast’s ownership, TikTok could emphasize creator monetization and community engagement. They could also offer enhanced revenue-sharing opportunities, interactive challenges, and creative platform-wide events. Content moderation would likely remain consistent, supported by increased transparency. The platform would retain its fun, viral nature but become more collaborative and responsive to creators.
Who Do We Think Will Buy It?
Oracle remains a top contender largely because of its existing role in Project Texas, demonstrating its capability to securely manage U.S. TikTok data and ease government concerns. With proven experience and the necessary infrastructure already in place, Oracle is uniquely positioned to swiftly address regulatory issues and provide a stable path forward for the platform.
What To Tell Your Coworkers…
TikTok’s future is uncertain, but change is guaranteed. Whether it becomes part of Oracle’s enterprise portfolio, a decentralized community project, or a creator-led movement, brands that stay flexible and focused will come out ahead.
