TikTok’s Future: What the Murdoch–Oracle–Dell Deal Could Mean for Marketers

When it comes to TikTok, headlines are never just about trends and dance challenges. The platform now sits at the center of global politics, tech innovation, and cultural influence. The latest twist? Media tycoon Rupert Murdoch, his son Lachlan, Oracle’s Larry Ellison, and Dell’s Michael Dell are all reported to be part of a group negotiating to buy TikTok’s U.S. operations.

For everyday users, this means TikTok will likely avoid a ban in the United States. But for brands and marketers, it signals that the way TikTok works — from ad compliance to algorithm priorities — could change in meaningful ways.

Why This Deal Is Happening

In 2024, U.S. lawmakers passed a law requiring TikTok’s American arm to be sold by its parent company, ByteDance, due to data security concerns. The app’s 170 million U.S. users made this a high-stakes decision.

Now, with a deal expected soon, TikTok is set for a leadership shift that may reshape how businesses use the platform to engage audiences.

The Murdoch Factor: Media Meets Social

The Murdochs already control a global media empire — Fox News, The Wall Street Journal, and more. Their involvement in TikTok could blur the line between traditional media power and Gen Z’s favorite app.

What this might mean for brands:

• A more curated environment: TikTok could lean toward structured content partnerships.

• Shift in discovery: Will the free-flowing “anyone can go viral” algorithm remain untouched?

• Cross-media opportunities: Expect tighter links between TikTok and broadcast or news outlets.

For sellers, this could change the type of content that gets prioritized — but it could also open new avenues for brand visibility in a more professionally driven ecosystem.

Oracle’s Role: Data and Trust

Oracle is set to oversee TikTok’s U.S. data operations. For marketers, this could mean:

• Stricter data compliance for ad campaigns.

• More transparency around how TikTok tracks and uses consumer insights.

• Potential integrations with enterprise-level analytics.

This is a double-edged sword: while compliance rules may tighten, brands could also gain clearer insights and safer data practices, making TikTok an even more trustworthy platform for business growth.

What Brands Should Prepare For

TikTok has always been loved for its ability to turn small campaigns into cultural moments. But under new ownership, we could see:

1. Tighter ad policies — Marketers may face more U.S.-style oversight.

2. Algorithm adjustments — Balance between entertainment, politics, and commerce might shift.

3. Cross-platform plays — Imagine TikTok LIVE blending with Fox Sports coverage or news broadcasts.

The opportunity? Brands that adapt quickly will be able to leverage these changes instead of getting left behind.

The Bigger Picture

This deal isn’t just about TikTok — it’s about how global politics, data regulation, and business power collide. For brands, the lesson is clear:

• Diversify your marketing mix.

• Stay ahead of compliance changes.

• Be ready to pivot your TikTok strategy as new ownership makes its mark.

Final Take

If the Murdochs, Oracle, and Dell finalize the deal, TikTok won’t disappear — but it may evolve into a more regulated, interconnected platform. For sellers and brands, that means both challenges and new opportunities.

At Zorilla Marketing, we help brands stay agile on TikTok — from influencer campaigns to TikTok Shop strategies — so you’re not just reacting to change, but using it to grow.

Ready to future-proof your TikTok strategy? Let’s talk about how we can help your brand thrive in this new era.

Book a free strategy call with our team today and let us help you make your Shop Tab presence your strongest sales channel

Also read:

1. ByteDance Keeps Seat on TikTok’s U.S. Board

2. TikTok Shop to launch in Italy, France, Germany on March 31