Sponsored content activity on TikTok recovered and surpassed pre-deal levels in the weeks following the platform’s U.S. ownership transition, according to new data from creator marketing firm Billion Dollar Boy.
The London-based agency analyzed more than 100,000 posts from over 10,000 creators on TikTok in the U.S. and UK using its AI-powered platform, Companion. The analysis covers the two weeks preceding the deal’s close on January 22, 2026, and three weeks following it, through February 13.
In the U.S., sponsored post volume fell modestly in the week before the deal closed (Week 1, running January 15-22) before rebounding sharply. By Week 4 (February 7-13), U.S. sponsored post volume stood 16.80% above pre-deal levels, measured against Week 1. The number of active influencers posting sponsored content followed a similar trajectory, rising 16.09% over the same period.
UK TikTok showed a similar pattern. Sponsored post volume grew 14.57% from Week 1 to Week 4, while the number of participating influencers increased 17.85%.
Image source: Companion
Engagement Rates Hold Steady
Average engagement rates on sponsored content remained stable throughout the transition period. In the U.S., the average engagement rate on sponsored posts rose from 6.62% in Week 1 to 6.90% in Week 4, a relative increase of 4.35%. UK engagement rates declined marginally by 0.61% over the same period, ending at 6.87% in Week 4.
Background
On January 22, ByteDance, TikTok’s Chinese parent company, finalized a deal to establish a majority American-owned joint venture involving Oracle, Silver Lake, and the Emirati investment firm MGX to secure TikTok’s continued U.S. operations. The arrangement followed U.S. legislation passed in 2024 requiring divestment from ByteDance over national security concerns. Under the current arrangement, TikTok’s algorithm will be licensed from ByteDance and retrained on U.S. user data, according to a report by the Associated Press.
Billion Dollar Boy’s Companion platform tracked sponsored content performance across both markets in five discrete weekly periods: Week 0 (January 7-14), Week 1 (January 15-22), Week 2 (January 23-30), Week 3 (January 31-February 6), and Week 4 (February 7-13). Relative percentage change figures compare Week 1 to Week 4.
David Adler is an entrepreneur and freelance blog post writer who enjoys writing about business, entrepreneurship, travel and the influencer marketing space.
Sponsored content activity on TikTok recovered and surpassed pre-deal levels in the weeks following the platform’s U.S. ownership transition, according to new data from creator marketing firm Billion Dollar Boy.
The London-based agency analyzed more than 100,000 posts from over 10,000 creators on TikTok in the U.S. and UK using its AI-powered platform, Companion. The analysis covers the two weeks preceding the deal’s close on January 22, 2026, and three weeks following it, through February 13.
In the U.S., sponsored post volume fell modestly in the week before the deal closed (Week 1, running January 15-22) before rebounding sharply. By Week 4 (February 7-13), U.S. sponsored post volume stood 16.80% above pre-deal levels, measured against Week 1. The number of active influencers posting sponsored content followed a similar trajectory, rising 16.09% over the same period.
UK TikTok showed a similar pattern. Sponsored post volume grew 14.57% from Week 1 to Week 4, while the number of participating influencers increased 17.85%.
Image source: Companion
Engagement Rates Hold Steady
Average engagement rates on sponsored content remained stable throughout the transition period. In the U.S., the average engagement rate on sponsored posts rose from 6.62% in Week 1 to 6.90% in Week 4, a relative increase of 4.35%. UK engagement rates declined marginally by 0.61% over the same period, ending at 6.87% in Week 4.
Background
On January 22, ByteDance, TikTok’s Chinese parent company, finalized a deal to establish a majority American-owned joint venture involving Oracle, Silver Lake, and the Emirati investment firm MGX to secure TikTok’s continued U.S. operations. The arrangement followed U.S. legislation passed in 2024 requiring divestment from ByteDance over national security concerns. Under the current arrangement, TikTok’s algorithm will be licensed from ByteDance and retrained on U.S. user data, according to a report by the Associated Press.
Billion Dollar Boy’s Companion platform tracked sponsored content performance across both markets in five discrete weekly periods: Week 0 (January 7-14), Week 1 (January 15-22), Week 2 (January 23-30), Week 3 (January 31-February 6), and Week 4 (February 7-13). Relative percentage change figures compare Week 1 to Week 4.