TikTok Evolves Algorithm, Launches Podcast, and Navigates E-commerce Challenges

TikTok is buzzing with fresh content and major shifts reshaping how creators and brands connect with audiences. Let me break down what's happening on the platform right now.

The algorithm is evolving in exciting ways. Instead of chasing likes alone, TikTok now favors watch time, reposts, and saves. This means creators who keep listeners engaged for longer stretches are seeing better results than ever before. Users are scrolling less frequently but spending more time per session, so quality over quantity is becoming the golden rule.

On the entertainment front, TikTok In The Mix just launched its second episode on February 18th, featuring country breakout star Megan Moroney. The multi-platinum hitmaker has absolutely dominated the platform with 2.9 million followers and over 111 million likes. Her track "Bless Your Heart" has inspired more than 1.5 million creations and generated nearly a billion views. The podcast series, hosted by Jack Coyne of Trackstar, offers listeners behind-the-scenes access to artists discussing their creative process and rise to fame.

Meanwhile, dance mashups continue to dominate the trending landscape. February 2026 has brought viral mashup compilations showcasing the latest dance crazes, particularly sweeping through the Philippines and gaining worldwide traction. These mashups blend multiple trending dances into one epic video, and they're proving to be some of the most shareable content on the platform.

On the business side, TikTok Shop experienced significant news when the company reversed its controversial plan to end independent seller shipping. The e-commerce arm initially planned to require most U.S. sellers to use TikTok-controlled logistics by late February, which would have dramatically impacted small businesses and brands relying on their own fulfillment systems. However, after major backlash from merchants citing operational challenges and margin concerns, TikTok halted the policy, telling sellers to continue operating as usual. The company didn't provide details on next steps, leaving many in the merchant community cautiously optimistic.

This shift reflects growing pains as TikTok strengthens its marketplace infrastructure while balancing the needs of brands that have already established complex supply chains elsewhere. It's a reminder that TikTok is evolving beyond just entertainment into a full-fledged commerce platform.

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