With over 1 billion active users globally, the meteoric rise of TikTok has recently raised concerns around national security and data breaches. Following the recent trial with company chief, Shou Zi Chew, countries such as France and the UK have already acted by banning its use on government electronic devices. Yet in the United States, there are growing calls to completely outlaw the app. The possible implications of this have caused a stir among content creators and small businesses that make a living on the platform, posing a threat to their livelihood.
“The current ongoing TikTok trial will certainly impact creators in a number of ways. Nobody enjoys the feeling of the unknown, and this time of uncertainty is likely to be stressful for most if not all US based creators; and equally, UK based creators that have a following base in the US, which is probably the majority at this point.
Alex Payne CEO and co-founder of Room Unlocked
Considering that 150 million TikTok users are based in America, Alex Payne, industry expert and CEO of Room Unlocked – a value exchange platform revolutionising influencer marketing – highlights that banning the app altogether could have even wider repercussions on UK businesses and content creators, particularly those who have a strong follower base in US. During the pandemic, TikTok became a lifeline for small companies who were able to grow on the platform. Currently, 5 million U.S. businesses use TikTok to reach customers – according to the app. Not just that, but the platform has also contributed to fuelling the $100 billion creator economy and is populated by all kinds of creators – big and small – who cater to a specific niche, and are able to grow their content organically and authentically. With TikTok’s ability to showcase genuine and unfiltered content being the reason for its popularity – as 53% of users who say they trust others to be their real selves on the app – the ban could mean we will start seeing a shift to other social media platforms which also champion these messages.
“A number of creators will begin thinking about alternative platforms that they should focus on. Platforms that they already use and have an audience on for example, Instagram or, consider new opportunities such as the increasingly popular YouTube Shorts. Creators will continue doing what they do best: creating and posting impressive content pieces to entertain or educate their following, and wait to see the outcome of this ongoing trial!”
