The clock is ticking for TikTok in the US. With a ban deadline of January 19th, millions of American users are wondering what's next for the popular video platform.
Why the Ban?
The US government is concerned about the influence of the Chinese government on TikTok, owned by ByteDance, a Beijing-based company. The fear is that user data or content could be compromised.
The Supreme Court Leans Towards a Ban
The Supreme Court recently heard arguments on the ban, and signs point towards them siding with the government, upholding the ban. This means a shutdown for TikTok in the US unless something drastic changes.
Why Won't ByteDance Sell?
ByteDance, despite the looming ban, has shown no interest in selling TikTok. The platform, while popular, isn't their main earner, and they seem unwilling to part with the powerful algorithm that drives user engagement.
What Happens if the Ban Goes Through?
- App Removal: TikTok will disappear from app stores like Apple's and Google's, making it impossible to download or update.
- Web Access Blocked: Internet providers won't allow access to TikTok through web browsers either, with hefty fines for those who don't comply.
- Existing Users Affected: Though not illegal to keep the app, existing users might lose access entirely. TikTok might go dark, similar to their India ban in 2020.
The Power of the Algorithm
A major reason for TikTok's success is its user-specific algorithm. This "infinite scroll" keeps users engaged by recommending videos tailored to their interests. Without it, the platform loses a key strength.
The Rise of a Successor
Even with a ban, the demand for short-form video content won't disappear. A new platform with easy editing tools is likely to take TikTok's place.
Impact on the Music Industry
TikTok has become a launchpad for many artists. Its absence would make it harder for newcomers, especially those without established labels. However, the music industry has been preparing for this possibility, with artists and labels diversifying their strategies.
The Fate of TikTok's US Workforce
Despite the ban, TikTok assures its US employees that their jobs are safe. The company emphasizes they're part of a global operation and will navigate the situation to protect its employees and user base.
The impending TikTok ban in the United States, set to take effect on January 19, 2025, unless blocked by the Supreme Court, is poised to significantly impact the livelihoods of millions of content creators and influencers who have built their careers on the platform.
These individuals, who have leveraged TikTok’s vast user base and unique algorithm to create engaging content and secure lucrative brand deals, now face an uncertain future.
Among those affected is Cora Lakey, who left her six-figure job in talent acquisition to become a full-time content creator on TikTok. Lakey’s success on the platform allowed her to match her corporate salary within three months and has since enabled her to reduce her student debt. The potential ban threatens to disrupt this newfound financial stability.
Another creator facing potential losses is Ralph Tyndall, known for his card-making videos. Tyndall, who has amassed 1.5 million followers, transitioned from a demanding tech job to full-time content creation, now earning more than his previous $160,000 annual salary. While he believes he can manage without TikTok’s income, he is concerned about losing the community he has built.
Daven Gates, better known as Onestopchop, spoke to NBC to explain his situation.
“If TikTok were to get banned, it would drastically affect my life,” Gates said. “TikTok is my largest platform. I have about 2.7 million followers on TikTok. So [it’s] my largest community for sure, and one of my most supportive communities.”
The ban’s effects extend beyond individual creators to the broader “creator economy,” which Goldman Sachs estimates could be worth $480 billion by 2027. Many influencers employ teams, including agents, accountants, and lawyers, whose jobs are now at risk.
As the ban looms, these influencers are scrambling to adapt, with many attempting to migrate their audiences to other platforms like Instagram, YouTube, and Facebook. But that isn’t a foolproof solution.
“I get people telling me every day, we’re not on Instagram, we’re not on Facebook, we’re on TikTok for you,” Gates said. “So, if the TikTok ban were to go through, I would lose all of those people.”