Potential TikTok Ban Sparks Worry Among Creators and Businesses
The looming question of whether TikTok will face a ban has creators and small business owners in a state of anxiety, as they await a Supreme Court decision that could drastically alter their livelihoods. The court is set to hear arguments on January 10 regarding a law that could force TikTok to sever ties with its Chinese parent company, ByteDance, or risk being banned in the United States.
At the core of the legal battle is the First Amendment. Advocates for TikTok, along with its creator community, assert that the law infringes on free speech rights, while the U.S. government regards the platform as a potential national security threat and argues it does not violate constitutional rights.
The specter of a TikTok ban isn’t new to creators. In fact, it dates back to President Trump’s initial attempts during his term, but the upcoming Supreme Court decision brings an unprecedented sense of urgency. If the government wins, TikTok has indicated it would shut down its U.S. operations by January 19, leaving numerous creators unsure about their futures.
Gillian Johnson, a filmmaker and recent college graduate, expressed her anxiety about the potential ban, sharing that TikTok has significantly benefitted her financially through the platform’s live features and rewards system. These tools have enabled her to fund various projects, including short films like “Gambit” and “Awaken! My Neighbor.” Johnson remarked that the idea of losing TikTok is “hard to accept,” reflecting the sentiments of many creators.
The potential loss of TikTok creates uncertainty, as many creators have invested considerable time and energy into building their presence on the platform. The disruption of online communities and potential economic fallout could be particularly damaging for those who have transitioned to full-time content creation centered around TikTok.
For some, this uncertainty has stirred thoughts of stepping away from content creation altogether, according to Johnson. However, Nicla Bartoli, vice president of sales at The Influencer Marketing Factory, noted that many creators remain unconcerned, given the recurring discussions about a potential TikTok ban that have mostly fizzled out in the past.
The timeline for a Supreme Court decision remains uncertain. However, if at least five justices find the law unconstitutional, a swift injunction could halt its implementation. Trump has already urged justices to pause the ban until he can weigh in. In a recent brief, he expressed concerns about the First Amendment implications of a TikTok ban and called for a negotiated resolution, a route the Biden administration has yet to achieve.
While awaiting clarity from the court, several creators are investigating alternative methods to promote their work and businesses, encouraging audiences to connect with them on other platforms or redirecting their focus towards producing content outside of TikTok.
Johnson is proactively seeking out new opportunities and has started developing a stronger presence on other platforms such as Instagram and YouTube, both of which are likely to experience a surge in users should TikTok discontinue operations. A report by Goldman Sachs anticipates the creator economy—partly fueled by platforms like TikTok—could reach a value of $480 billion by 2027.
While many creators have diversified their outreach across various social media channels, TikTok remains uniquely impactful due to its algorithm that has provided them with visibility often not achieved elsewhere. This has been especially true for creators of color and those from marginalized communities.
Despite the ongoing uncertainty surrounding TikTok’s future, industry analysts suggest that most creators are hesitant to make significant changes until a ban materializes. Brandon Hurst, who credits TikTok with revitalizing his plant-selling business and increasing his sales dramatically, noted the mix of anxiety and cautious optimism many feel about the situation.
After just a year on TikTok, Hurst saw his business sales more than double, securing him a stable audience that he had previously struggled to engage on platforms like Instagram. He currently employs five individuals, including his family members, thanks to his TikTok success.
To prepare for potential shifts, the New York-based influencer marketing firm Billion Dollar Boy has recommended that creators download all their TikTok content into personal portfolios. This could assist them in quickly reestablishing their audience should they need to pivot to different platforms.
Until the January 19 deadline approaches, experts advise creators to continue engaging with their TikTok audiences, as the platform remains an effective channel with approximately 170 million monthly U.S. users. Should the Supreme Court not grant a pause as requested by Trump, app stores and internet services would be mandated to restrict TikTok’s services by the set date, rendering the app eventually unmanageable for users lacking updates.
TikTok has warned that even a temporary shutdown could result in a loss of roughly one-third of its daily users in the U.S., which it claims could lead to irreparable harm. The impending court ruling might soon define the future of this globally popular app and the vibrant community that has emerged around it.
