The deal creating a majority-American board for TikTok’s U.S. arm puts President Donald Trump’s allies in charge of yet another driver of American culture.

The wildly popular short-form-video platform now joins CBS and the social media giant X among the stable of key communication channels that have come under more Trump-friendly management in recent years. The president has also taken more modest swings at reshaping the zeitgeist, from placing his stamp on the Kennedy Center to weighing in on television programming to appointing conservative actors to be his “eyes” and “ears” in Hollywood.

But TikTok, which is used by over 200 million Americans according to the company, stands out from the rest because of its huge appeal among teens and pre-teens who form the next rising blocs of voters. For Trump’s critics, that means years of worries about TikTok acting as a vector for Beijing’s propaganda are giving way to fears that its algorithm could soon serve up a flood of far-right, pro-MAGA content to impressionable users.

“We’ve seen the platform transfer from one set of owners, where there was one set of concerns about propaganda and privacy, to a new set of owners, where now there’s a new set of concerns about propaganda and privacy,” said Evan Greer, director of the progressive tech group Fight for the Future.

Katie Harbath, a tech consultant and former longtime public policy director at Meta, said Trump recognizes “the importance of trying to have friends in these different places,” including TikTok. She said the president “understands the influence it has on what people think — and then ultimately, how people vote.”

Trump himself expressed hope late Thursday that the deal could cement his place in young voters’ hearts.

TikTok “will now be owned by a group of Great American Patriots and Investors, the Biggest in the World, and will be an important Voice,” the president wrote on his social media network Truth Social. “Along with other factors, it was responsible for my doing so well with the Youth Vote in the 2024 Presidential Election. I only hope that long into the future I will be remembered by those who use and love TikTok.”

Spokespeople for TikTok and the White House did not respond to questions about how the deal could impact TikTok’s algorithm or boost right-leaning content on the platform.

The long-awaited deal, carefully brokered by the White House, is intended to satisfy national security concerns with TikTok. A bipartisan law passed in 2024 required the platform’s China-based parent company to sell it to U.S. owners or face a full-scale ban.

At the forefront of TikTok’s new ownership structure is Larry Ellison, billionaire co-founder and executive chair of the tech giant Oracle and a close Trump ally. Oracle first partnered with TikTok during Trump’s first term, when the president helped broker a deal that tapped Ellison’s company to help run the app’s U.S. operations. An Oracle spokesperson declined to comment.

Meanwhile, Skydance Media, a media conglomerate led by Ellison’s son David, made a deal last year that gave it ownership of CBS News, then began making programming and news decisions widely seen as steering the network in a more pro-Trump direction. Those included installing new leadership at CBS and delaying the airing of a report on “60 Minutes” that was critical of Trump’s immigration policies. A spokesperson for Skydance Media did not respond to a request for comment.

David Ellison is now vying to purchase the parent company of CNN — and, according to The Wall Street Journal, offered assurances to Trump administration officials that he would “make sweeping changes” to the news network.

After Elon Musk purchased Twitter in 2022, he rebranded the social media site as X and ripped away safeguards meant to stop the spread of disinformation and hateful content, while reinstating the accounts of far-right users whom the company had previously banned. (Twitter’s old management had even kicked Trump himself off its platform following the Jan. 6 Capitol Hill insurrection in 2021.) Several studies have since suggested that Musk’s changes prompted an increase in hateful content, pro-Trump content and pro-GOP content across the platform. A spokesperson for X did not respond to a request for comment.

Now, some observers on both sides of the political divide say the same phenomenon could repeat under TikTok’s new owners.

“What I’m more interested in is just sort of the cultural vibe shift that the change in ownership will bring,” said Harbath. She said TikTok’s fate could mirror what happened when Musk took over Twitter — “before he even made changes, there was kind of a mass exodus of people, particularly on the left, who left Twitter and went to Bluesky.”

Only time will tell if TikTok goes the way of X under new management. Tilting its algorithm toward far-right content could cause users to flee the platform, potentially undermining its profitability — a fate some of TikTok’s new owners may be keen to avoid.

“I haven’t heard anything to suggest that this is necessarily going to go in the Elon Musk direction,” said Lindsay Gorman, managing director of the German Marshall Fund’s technology program. “Many of these investors were previous investors of TikTok originally.”

Alex Bruesewitz, a Trump political adviser and head of X Strategies — the firm that manages the Team Trump TikTok account — said the president “has always been popular on TikTok,” and that people shouldn’t worry that the new owners will tweak its algorithm to boost Republicans.

“The Democrats are the party that likes to dictate what social media companies do with their algorithms,” said Bruesewitz. “I don’t think that’s something that the Trump White House is interested in doing. I don’t think that they want to tell platforms how to run their businesses.”

Amanda Carey Elliott, a Republican digital consultant, expressed discomfort at the notion of a “Republican billionaire pulling the levers of TikTok in our favor,” fearing it could drive moderates and independents off the app.

“That said, you also have to understand where Republicans are coming from on this,” said Elliott. “For years and years, we were subjected to online censorship by platforms controlled by liberal Silicon Valley. Expecting to be censored has literally been built into our DNA, so you’ll probably be hard-pressed to find any Republican clutching their pearls at the thought of the left suddenly waking up one day to find themselves on the wrong side of an algorithm.”

John Hendel contributed to this report.