Navigating the TikTok Ban:
Impact and Strategies for Creators
By
Kait Shiels Founder and Managing Director of Spark Social Agency

After years of “will they, won’t they”, a TikTok ban is very much on the cards within the U.S.A. In late April, President Joe Biden signed legislation requiring TikTok’s owner, ByteDance, to sell the app or face a ban across the U.S. But if the TikTok ban just signed into U.S. law takes effect, what does this mean for creators on the platform?

With over 150 million users in the U.S. alone, there are a significant number of creators on that platform that use their creative ability and influence to create highly engaging content that in turn, generates an income. For some, this is a side hustle or passion project, but for others, it has become their livelihood. Via the TikTok Creator Rewards Program, creators can earn between $0.50 and $1 per 1,000 views, and through branded and sponsored content, creators can make significant amounts of money through brand partnerships. So, what does a potential TikTok ban mean for creators? And how can they protect themselves?

The Impact on TikTok creators

Many creators have amassed large followings on TikTok, converting their reach into revenue through sponsorships, advertisements, and merchandise sales; a ban could abruptly sever access to these audiences and financial streams.

Creators may need to shift to other social media platforms like YouTube, Instagram, or emerging platforms like Byte or Triller. This transition can be arduous and time-consuming, with no guarantee of successfully transferring their follower base, or their content performing as well due to the algorithmic challenges.

In turn, creators will need to revisit their content strategies. Shifting to different platforms involves content creators aligning with new trends, algorithms, and monetization methods, requiring a thoughtful and strategic approach to maintaining their engagement and income.

How Can Creators Protect Themselves and Their Content?

For creators that are heavily reliant on TikTok, it is important to explore platform diversification. This involves spreading your content across multiple platforms to ensure that you have a backup plan. For example, while growing your presence on Instagram Reels or YouTube shorts, alongside continuing to post on TikTok. This will create a safety net, ensuring your personal brand and content remain resilient to unforeseen changes and potential disruptions.

This approach is important not just for the potential TikTok ban but also for any social media platform; if the last year has taught us anything, we cannot rely on digital content platforms to remain constant. For example, the Universal Music Group and TikTok dispute resulted in users waking up to having copyright-infringing sound removed from their videos, or worse, their content removed altogether.

Creators can also look to create a channel they control, such as an email list, that gives them complete ownership of their content. For example, building an email list or communicating directly with your social audience is invaluable and helps retain connections without relying on an algorithm or social platform. It is clear that creators need to be hyper-aware and savvy about protecting their content, and by using all the tools at their disposal, they can create an insurance policy around their livelihood.

Final Thoughts

The future of TikTok in the U.S. hangs in the balance—will a buyer step in to purchase the social media giant, or will it continue to navigate the murky waters of legal challenges? Regardless of the outcome, creators must brace for all possible scenarios. While some are capitalizing on their current presence on the platform before any potential sale deadline, others are proactively spreading their influence across other platforms to mitigate risks.

The next installment of this series will explore the implications of a potential TikTok ban for marketers and brands in the U.S. We’ll delve into how they can adapt their B2C content strategies to stay ahead, ensuring they’re well-prepared for any shifts in the social media landscape.

Part 2 – Navigating the TikTok Ban