Influencers are making strategic moves as the possibility of a TikTok ban in the U.S. becomes more tangible. With news that the app could be pulled from app stores if its ownership does not change, creators are exploring other platforms to sustain their businesses.
TikTok is facing a daunting challenge: a potential ban in the U.S. if ByteDance, its parent company, fails to divest by January 19. This situation poses a significant threat to creators who depend heavily on TikTok for brand deals and income from features like the Creator Rewards Program.
Many influencers regret not diversifying their platforms sooner. Estella Struck, founder of a marketing agency, emphasized the need to pivot to platforms like Instagram and YouTube. Notably, these changes are being made amidst ongoing legal battles for TikTok.
The creator economy, while robust, faces challenges. Jasmine Enberg from EMARKETER notes that TikTok is used by over half of U.S. companies for influencer marketing, although it only accounts for 17.2% of total spending. However, a potential ban could severely impact e-commerce activities on TikTok, as highlighted by Barbara Jones, CEO of Outshine Talent.
Some creators remain cautiously optimistic. Joseph Arujo, a popular TikToker, believes any ban would be temporary, forcing ByteDance to sell. Meanwhile, others like Justine are shifting their focus to platforms such as Instagram and YouTube to mitigate risks.
Diverse income streams are becoming crucial in today’s economy. Justine, who keeps her last name private, stresses the importance of having multiple income sources. Lauren Schiller, co-founder of a clothing company, indicates her strategy includes posting content on Instagram and YouTube.
The impact of a TikTok ban would not be uniform. While seasoned creators can absorb the disruption by leveraging other channels, emerging creators and small businesses might struggle without their primary platform. Megan, who earns through TikTok Shop, exemplifies the precarious position of those reliant on the app for supplementary income.
Platforms like Instagram and YouTube are anticipated to benefit should TikTok face a ban. With adaptable short-form video capabilities, these platforms are poised to capture the displaced audience. Brands are increasingly favoring Instagram for its direct product-linking functions.
Sam Saideman of Innovo advises migrating audiences to less algorithm-dependent spaces like SMS and email lists, presenting a strategic shift for many creators. Meanwhile, Snapchat is witnessing renewed interest from influencers like Arujo, who have been diversifying since initial rumblings of a TikTok ban.
As creators brace for a potential TikTok ban, the emphasis is on adaptation and diversification. Moving to other platforms such as Instagram, YouTube, and Snapchat can offer sustainability. The focus now shifts to preparing for an uncertain digital landscape, ensuring income streams remain viable regardless of TikTok’s fate.
Source: Businessinsider
