[If TikTok is Banned, What Happens to Creators and Fans?
Joanne Molinaro, a former lawyer, found new life on TikTok, going full-time as a creator with over 3 million followers and publishing a bestselling cookbook. However, she, like many TikTok influencers, is bracing for a possible ban of the app in the United States. The US government has argued that TikTok poses a risk to national security because its parent company, ByteDance, is based in China.
A US law that could ban TikTok is set to go into effect on January 19, unless the app is sold or the law is blocked by the Supreme Court. On Friday, the Supreme Court will hear oral arguments on TikTok’s legal challenge to the law, which the company claims violates its First Amendment rights and those of its 170 million American users.
The ban would have significant financial impacts on creators, with estimates suggesting that 7 million US small businesses that use the app would lose $1 billion in revenue, and around 2 million creators would suffer $300 million in lost earnings in just one month. Jess Maddox, an assistant professor at the University of Alabama who researches social media and internet culture, stated that a TikTok ban would be “catastrophic” for creators and small businesses.
Eli Rallo, a TikTok creator with over 1 million followers, agrees, saying she would struggle to make a living without the platform. She estimates that she earns 80% of her income from TikTok and is worried about the potential financial impact of a ban.
Many creators employ teams to support their careers, including agents, accountants, and lawyers, and a ban could have ripple effects beyond individuals on TikTok. Maddox notes that it’s not the same technology or culture on other platforms, and it can take time to adjust strategies and build up a following.
For now, Rallo and Molinaro are working to diversify their businesses and grow their followings elsewhere. Molinaro says she is already seeing the financial impact of a potential ban, with her income from sponsorships decreasing by 30% since April.
A TikTok ban could also boost competitors like YouTube, Facebook, and Instagram. However, for people who make their income on TikTok, it may be difficult to shift to depending entirely on other platforms. A ban could have significant impacts on the creator economy, which is estimated to be worth $480 billion by 2027.
Ultimately, the fate of TikTok and its creators hangs in the balance as the Supreme Court considers the law.
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