The “New” TikTok Is Triggering User Backlash Over Algorithm Problems and Ongoing Alleged Censorship

Brett Tabkeon

TikTok’s recent shift to US ownership has triggered a wave of user frustration and platform instability that goes beyond the usual bugs. The app’s new entity, TikTok USDS Joint Venture LLC, was created as part of a deal meant to avert a federal ban and move control of US user data and algos to a group of investors that includes Oracle and other Trump-aligned stakeholders. That deal was finalized days just before a major disruption hit the platform.

Since the takeover, users have posted hundreds of videos complaining that TikTok something feels broken. Videos about political topics, especially footage and commentary related to the recent federal immigration shooting in Minneapolis, are reportedly getting stalled or extremely low view counts. Many creators say posts mentioning ICE, local protests, or critiques of political figures, have not shown up in searches or have been labeled ineligible for recommendation.”

The official explanation from TikTok is that a power outage at a US data center caused a “cascading systems failure,” which led to widespread glitches. Users saw slow performance, delayed uploads, and what they describe as a nonsensical “For You” feed that pushes irrelevant or old videos, rather than fresh content tailored to interests. TikTok says it is fixing these technical issues, but the timing has left many suspicious.

I was unable to even watch any TikToks for the last 24 hours. Most annoying is the following page seems to work and then not work. For users stuck on the platform, feeds have turned vanilla lately. Many creators are talking that the algo actually shifted to the new owners a while back. Many creators noticed their feeds turning to nothing but movie clips, ads, and cooking videos.

For some creators, it’s more than just slow videos. Accounts have been banned or effectively muted, and voices critical of local events or political figures report a collapse in engagement. That has sparked debate over whether the new ownership could influence content moderation in ways that favor certain viewpoints. High-profile figures including actors and musicians have publicly complained about being censored.

Brands on TikTok

For agencies and brands that rely on TikTok for client growth, this instability creates real risk. Algorithm shifts, muted accounts, broken “following” signals, and unexplained reach drops make campaign planning unreliable and reporting harder to defend. When creators lose visibility without warning, referral traffic, brand lift, and conversion paths collapse overnight. More importantly, advertisers lose confidence in attribution and forecasting. If TikTok’s recommendation system and moderation rules remain unpredictable, many marketers will be forced to diversify away from TikTok and treat it less as a core acquisition channel and more as an experimental one.

SkyLight Soars

All of this has created fertile ground for alternatives. Open-source apps built on decentralized protocols, like Skylight, saw a surge in sign-ups as TikTok problems mounted. Skylight, for instance, topped hundreds of thousands of users in a short time, driven by people looking for platforms with fewer algorithmic restrictions and more predictable recommendation behavior.

For brands and marketers that depend on reliable reach and predictable performance, these developments are worth watching closely. If instability persists and complaints don’t ease, alternatives may gain a foothold not just with hobby creators but with mainstream audiences and advertisers too.