TikTok’s algorithm has become a cultural force, shaping what more than a billion users see and share, but its future may be shifting. As the platform prepares for a U.S.-only spin-off, Kelley Cotter, an assistant professor in the department of human-centered computing and social informatics at Pennsylvania State University, joins Science Quickly to explore how changes in ownership could affect the algorithm’s influence and transparency and the kinds of content we consume. Recommended Reading “TikTok Sale Puts App’s Algorithm in the Spotlight—A Social Media Expert Explains How the For You Page Works and What Changes Are in Store,” by Kelley Cotter, in the Conversation. Published online September 22, 2025 E-mail us at
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