As a possible TikTok ban looms, creators prepare for an uncertain future.
For many creators, TikTok represents more than just an app; it is their way of life. What will happen if it is taken away from them?
Uncertainty looms over TikTok content creators who have built their careers on this platform, now threatened by the possibility of a ban by the U.S. government. This situation represents a significant challenge for many, as 57% of Generation Z aspires to be influencers, considering it an ideal job.
A deadline has been set for January 19, when TikTok could be banned in the U.S. due to concerns about its Chinese ownership. However, recent reports suggest that the implementation of this ban could be delayed. It has been mentioned that President Joe Biden does not plan to enforce the ban before leaving office, leaving the decision in the hands of the elected president, Donald Trump, who has shown signs of opposition to the ban.
Content creators are facing this uncertainty in various ways. Brandon Edelman, known on the platform as Bran Flakezz, feels that the possibility of a ban is an existential threat. He and other creators rely on TikTok for their income, and the idea that their work could disappear in an instant causes significant anxiety. Some creators are asking their followers to follow them on other platforms, while others seem more indifferent to the situation.
Although the impact of a potential ban is uncertain, some believe that a total eradication of TikTok will not occur. A radical shutdown would mean that users attempting to access the app would be redirected to a website informing them of the ban. Alternatively, it could simply be removed from app stores, which would affect new users but not those who already have the app installed.
TikTok has been a game-changer for many, allowing them to express themselves in new ways. Creators like Jordan Howlett, who has grown his follower base to nearly 14 million, find in the platform a space for creativity that did not exist in their previous jobs. West-Remmey and her husband, owners of Devour Power, have also managed to establish themselves thanks to TikTok, which contributes significantly to their income, although it is not their only source.
While some creators consider diversifying their presence on other platforms, the situation is different for those who have solely relied on TikTok. The possible disappearance of the app represents a crisis in the volatile digital content industry. The uncertainty is felt in every corner, and although some voices are pessimistic, others remain optimistic and ready to adapt to any changes.
Consequently, there is an increasing number of creators seeking alternative strategies, such as keeping their accounts active on Instagram and YouTube or exploring new emerging platforms. However, none of them can predict with certainty what will come next. The creator community, forged through TikTok, is something that many of them deeply value and is not easily replaced.
In this uncertain environment, TikTok creators are preparing for a possibly different future, ready to adapt as the clock ticks and their platform faces an uncertain fate.