With the TikTok ban tentatively going into effect at the start of the new year, more conversations arise about how the ban will affect the app’s leisure users and those who profit from creating content.
It is important to note that while TikTok could be facing a ban, it will not suddenly disappear from phones. However, that doesn’t mean users will not be affected by the ban and that the app will not change significantly. TikTok would be removed from Apple and Google’s app store. This means people who want to download the app will no longer have access. This also means that users will not receive updates from the app. Which means the app will be outdated.
Many TikTok users are in uproar about TikTok being banned and the lack of clarity behind the American Government’s push to ban the app. According to an article for Reuters, “Why does the U.S. want to ban TikTok? The allegations against it, “FBI Director Chris Wray said TikTok poses a national security risk stating Chinese companies are required to “do whatever the Chinese government wants them to do in terms of sharing information or serving as a tool of the Chinese government.”
FBI Director Wray also discusses how U.S. operations of TikTok raise national security concerns because the Chinese Government could harness the app to influence or control their devices. National Security Agency Director Paul Nakasone said in March 2023 that he was worried about the data TikTok collects and the algorithm used to disperse information to users.
According to a TikTok made for the account CNA TODAY, TikTok CEO Shou Zi Chew clarifies allegations against the app. “Over the last few years, we have invested to keep your data safe and our platform free from outside manipulation. We have committed that we will continue to do so.”
Security is not the only problem with the ban. For just under one-third of influencers who make a full-time salary on TikTok, the ban is set to go into effect on January 19th and could impact them greatly. But how significant would this impact be?
According to an article written for Exploding Topics, “How Much Do TikTok Influencers Make?”, 48% of influencers on TikTok make less than 15,000 dollars. Nine percent earn between 15,000 and 35,000, and seven percent earn 200,000 or more. Based on these numbers, the median salary for TikTok influencers is somewhere between 15,000 and 25,000.
In July 2020, TikTok launched its Creator Fund. This fund pays content creators based on how many views they receive. To be eligible for the fund, creators will need at least 10,000 followers and 100,000 views over the past 30 days. Influencers can earn between two and four cents for every 1,000 views.
The 48% of TikTok influencers are not the only ones at risk. Brands who work with content creators on TikTok are also preparing for a potential ban. According to an article written for Forbes, “How a Potential TikTok Ban Will Impact Creators and Brands” beauty brands like e.l.f Cosmetics, which has experienced huge success on TikTok, is now investing more in Instagram Reels and YouTube Shorts.
In 2023, e.l.f achieved many milestones on TikTok the brand reached one million followers by August 2023 and grew to 1.27 million followers by the end of the year. e.l.f also had a 96% follower growth rate in 2023 and a 6.61% engagement rate.
With the New Year right around the corner, content creators, small business owners, and brands all risk facing significant implications of the ban on TikTok. While the app won’t entirely disappear from phones, the loss of updates could change the way users use the app.
