The Latest News From TikTok: July 2025

By Brittany Siminitz | July 07, 2025

TikTok just received another reprieve from POTUS, once again giving it more time to make a deal to stay on U.S. app stores.

“We are grateful for President Trump’s leadership and support in ensuring that TikTok continues to be available for more than 170 million American users and 7.5 million U.S. businesses that rely on the platform as we continue to work with Vice President Vance’s Office,” said a statement on the platform’s website. The deadline was extended another 90 days, to September 17, 2025.

As such, those who use TikTok as a part of their marketing outreach should be aware of some of its latest news and updates, including new livestream auctions, its current shopping push status, and more.

“Countdown Bidding” was recently added to TikTok’s livestreams for selected sellers, essentially creating virtual live auctions.

“Using Countdown Bidding is easy,” explains a statement from TikTok. “First, sellers must create a listing for the item in their shop. To prevent shopper confusion, we label the listing clearly as ‘auction only,’ which disables the option to add the item to their cart. Sellers must provide all the usual details required for collectibles or pre-owned luxury listings, so shoppers have all the details they need to inform their bidding. Sellers can then pull that listing into a LIVE when using the Countdown Bidding feature, and set a starting bid price and timeframe.”

This comes as TikTok tries to make its platform a go-to for collectibles and pre-owned luxury, both categories popular with its users.

Speaking of shopping on TikTok, the popular “TikTok Made Me Buy It” phenomenon spawned a playbook for brands specializing in home and living products. While not directly related to jewelry, the playbook offers tips for small to medium businesses (SMBs) and how they can take their sales to the next level. Download the playbook here.

The plan to increase TikTok’s shopping push stateside doesn’t seem to be going according to plan, however, as it was recently announced that the platform has experienced a third round of layoffs in its U.S. e-commerce division. According to Bloomberg, the platform is also reportedly replacing U.S.-hired staff with managers connected to China, in an effort to replicate the e-commerce success its owner ByteDance has had in Asia.

For those brands currently or considering advertising on TikTok, its new Brand Consideration Ads enable advertisers to target different audiences depending on where they are in their purchase journey. An overview of the ads and how they work can be found here.

Image via TikTok