Many TikTok users have claimed their business could suffer if the app is banned (Photo by Anna ... [+]
Many TikTok users claim their very livelihoods could be impacted if the popular video-sharing app is banned in the United States. Rebuilding an audience, especially in an ever-fragmented market will be a challenge—and they argue it isn't as easy as going to another platform.
"TikTok has become a force of nature in driving pop culture, information sharing, and what it means to be a creator," suggested Krishna Subramanian, founder and CEO of social media influencer marketing platform Captiv8.
"It has democratized the barrier to entry to become a creator, across all niches," added Subramanian. "During a period where much of the world had dealt with isolation during Covid, TikTok broke through barriers to establish connectivity. Add in creator and business monetization, and the impact TikTok has created in the creator economy is monumental."
It is a story shared by actor and influencer Noah Jay Wood, who has more than 7.2 million followers, and says the app was unique in enabling him to reach the masses.
"TikTok is the foundation of my growth of both of those platforms," Wood explained. "Without TikTok, I never would've grown on Instagram and YouTube, and like so many other creators, I recycle my content onto those platforms. The editing and algorithm are more efficient to manage on TikTok, which allows you to make more relevant content that you know will do well. But without a foundation things start to crumble, and I'm afraid that's what's going to happen if TikTok goes away."
Last month, President Joe Biden signed a law that gives TikTok's parent company, ByteDance, nine months—or up to a year, under certain conditions—to divest itself of its U.S. business.
Hedge The Bets On Multiple Platforms
Established influencers like Wood will be able to survive a TikTok ban, in part because he was active on competing platforms. It can be argued that all influencers should have "hedged their bets" by being on active on multiple services.
"If social media is your job, I always suggest for people to be on more than one platform," Wood continued. "It definitely was easier to grow on Instagram and YouTube for me specifically because I had a TikTok following. You never know which platforms are going to go away or stay, so it's definitely more wise to have some insurance than not."
This is also important as trends evolve, and what is hot today, might not be tomorrow. Even if there isn't a ban on TikTok, users should understand that the next big thing is likely just around the corner.
"Platform diversification has always been a solid strategy for creators looking to cast wider nets for new and existing audiences," said Subramanian. "Because content appetite differs across platforms, creators being successful on multiple platforms requires a keen understanding of and connection with their audience - a quality that most creators have a true pulse on."
A Moment For Another Platform To Rise
TikTok's fight is likely far from over, but this may still be a moment for another platform to break out. That next big thing will likely have to be even more focused on creators and influencers—and possibly allow tomorrow's stars to get in on the proverbial ground floor.
"Focusing on creator monetization is what platforms across the board should & will need to prioritize, as the situation around TikTok unfolds," added Subramanian. "Platforms have diversified their content offerings to capture the momentum that TikTok has, and I can imagine that may continue to happen."
