TikTok Ban in the U.S.: The Impact and Opportunities for Creators

Kristy Sarah, MrBeast, Breana Hampton, ZachKing, these are just a few creators who could vanish from TikTok if the proposed U.S. ban on the Chinese-owned app goes into effect. 

Since April 2024, when President Biden signed the Protecting Americans from Foreign Adversary Controlled Applications Act, the future of TikTok in the U.S. has been uncertain. The Act requires ByteDance, TikTok’s parent company, to sell the app to a non-Chinese entity or face a ban by January 19, 2025. 

According to research by Omdia, TikTok is now more popular than Netflix in the U.S., boasting around 170 million American users. A ban would disrupt the livelihoods of millions, including content creators, influencers, small businesses, and advertisers who depend on the platform.

What led to the ban?

The U.S. government’s push to ban TikTok stems from concerns over data privacy and usage. Officials argue that TikTok’s vast data could be exploited to manipulate public opinion, shape narratives, and target groups of individuals with disinformation campaigns. All of which pose a significant threat to national security. 

ByteDance has contested this. The company’s lawyers claim that a ban would violate the First Amendment by impeding freedom of speech. The company proposed implementing new measures to mitigate these concerns, but U.S. authorities dismissed them as insufficient. ByteDance has since appealed to the Supreme Court, and TikTok’s users are awaiting its ruling: will the ban proceed, be overturned, or extended?

Does the ban hold water?

The debate over TikTok’s future has dominated social media, sparking discussions on the balance between national security and freedom of speech. While some hope the Supreme Court will block the ban, similar restrictions in other countries suggest the U.S. could follow through.

In June 2022, Nigeria banned Twitter (now X) for seven months. Mauritius temporarily suspended access to social media platforms in 2024. And in 2020, India banned TikTok outright. With these precedents, the prospect of a U.S. ban is not far-fetched.

How would the ban happen?

Software engineer, Paulina Dubas, broke down how the ban might unfold in a LinkedIn post. First, the app will be removed from the App store and Google Playstore so new users will not be able to download it. Internet service providers (ISPs) would then block access to Tiktok’s domain. She also explained that the U.S. government could also go as far as using advanced technology like Deep Packet Inspection (DPI) to detect and block Tiktok traffic in real time. 

The impact of the ban on users 

TikTok’s appeal lies in its viral trends, creative tools, music integration, monetization, and focus on authentic, user-generated content. The platform became popular in 2020, and a lot of users became content creators and influencers thanks to its algorithm that increases discoverability for smaller creators. So for many creators, TikTok is more than a platform; it’s a career. A ban would leave them without access to their audiences, and sever their revenue streams and career opportunities.

Small businesses that rely on TikTok to reach their target markets would also suffer. American creators would lose access to international audiences, and fans worldwide would be cut off from their favorite content. Advertisers, too, would face challenges reallocating budgets which would make other platforms more competitive.

However, in the midst of the uncertainty, TikTok’s competitors are stepping up. RedNote, a TikTok-like app, is already getting swarmed by American creators. Snapchat has launched its Find Your Favourites campaign to highlight its unique features and lure TikTok creators, while platforms like Instagram and YouTube await the potential influx of new creators.

What’s next for creators?

As creators and businesses await the Supreme Court’s decision, there are steps they can take to prepare:

1. It’s time to establish yourself on other platforms. Whether or not the TikTok ban happens, it's important to build a personal brand on more than one social media platform. Many creators are already migrating to platforms like Youtube and encouraging their TikTok audience to join them there. While someone may follow and others may not, it’s still essential to familiarise yourself with other social platforms which could potentially help you reach more audiences. You did it once, you can do it again.

2. Consider moving your audience to owned channels because social media platforms are not guaranteed to exist forever. A community channel or newsletter for unique content gives you better control and cannot be easily taken away from you. You can also directly communicate with your audience if you ever lose access to your social media platform. 

3. Don’t let your TikTok content go to waste. Download your existing content from the app and repurpose them for other social media platforms. Also adapt them in different formats to suit each platform and use them to re-establish yourself as you regain footing. 

4. If you have sponsorships tied to TikTok,  consider reviewing your contract and propose transferring this to a new platform. While some brands may hold off until the situation stabilizes, proactive communication can preserve relationships and pave the way for future opportunities.

As the January deadline approaches, it’s clear that the future of digital creativity will continue to evolve. Creators, influencers, freelancers, and everyone who depends on these platforms will need to be adaptable and innovative to keep up with the changes. 

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