Will TikTok be banned this month?That’s the pressing question keeping creators and small business owners in anxious limbo as they await the decision.
FILE - A TikTok sign is displayed on top of their building in Culver City, Calif., on Dec. 3, 2024. That’s the pressing question keeping creators and small business owners in anxious limbo as they await a decision that could upend their livelihoods. The fate of the popular app will be decided by the Supreme Court, which will hear arguments on Jan. 10 over a law requiring TikTok to break ties with its Chinese-based parent company, ByteDance, or face a U.S. ban.
If the government prevails as it did in a lower court, TikTok says it would shut down its U.S. platform by Jan. 19, leaving creators scrambling to redefine their futures. “I believe a good chunk think it is not going to happen," said Bartoli, whose agency works to pair influencers and brands. While waiting for the dust to settle in Washington, some creators are exploring alternatives ways to promote themselves or their business, encouraging users to follow them on other social media platforms or are investing more time producing non-TikTok content.
Because the opportunity to monetize content exists across a range of platforms, a vast amount of creators have already diversified their social media presence. However, many TikTok creators have credited the platform — and its algorithm — with giving them a type of exposure they did not receive on other platforms. Some say it has also boosted and provided opportunities for creators of color and those from other marginalized groups.
A year after joining TikTok, the 30-year-old Hurst, who sells plants, said his sales doubled, outpacing the traction he’d struggled to gain on Instagram. He built his clientele through the live feature on TikTok, which has helped him sell more than 77,000 plants. The business has thrived so much that he says he now employs five people, including his husband and mom.
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