The TikTok Ban: Creators Keep Their Eyes on the Clock, But Stay Calm
As the clock ticks toward a potential TikTok ban in the U.S., many creators, including Sarah Perl, are steadfast in their belief that the app won’t be going anywhere anytime soon. For Perl, who has built a thriving lifestyle brand with over 2.5 million followers, TikTok remains integral to her business model. Despite the looming uncertainty, she refuses to change course. “I’m not making backup plans. It’s business as usual,” says Perl, who credits TikTok with helping her achieve financial success just after college.
Perl isn’t alone. While some worry about the app’s future, many creators and brands are moving ahead with their plans, continuing to post content, promote products, and engage their audiences. This comes despite a federal law mandating that the Chinese-owned platform must be sold to a non-Chinese buyer—or face a potential ban. Legal challenges are ongoing, with TikTok and its parent company, ByteDance, actively fighting the ban through court appeals.
For creators, including Mylen Yamamoto Tansingco of the talent management agency Clique-Now, the anxiety surrounding the potential ban seems to have dissipated. “We’ve seen this before,” she says. “Back when the legislation first came out in March, there was panic. Now, the phone calls are practically nonexistent.”
Even Madison Avenue’s advertisers, who rely on TikTok’s vast influence over Gen Z and millennials, are showing little concern. Jeremy Cornfeldt, president of the digital ad firm Tinuiti, sums up the prevailing sentiment: “We’ve been in limbo for so long. Chances are, it’ll get delayed again.”
While TikTok faces the looming deadline, the app has remained a powerful force in the digital landscape. With 170 million U.S. users, the platform has been credited with creating significant earnings opportunities for its creators. TikTok’s potential ban would result in a loss of nearly $300 million in creator earnings each month. Despite this, some creators, like Humphrey Yang, who boasts 3.3 million followers, are adopting a wait-and-see attitude. “It feels like a waste of energy to prepare for something we don’t even know is going to happen yet,” says Yang, adding that he’s not reliant on TikTok for all of his income.
Even if the ban does eventually go into effect, creators like Yang expect the platform to continue working for those who already have it downloaded. While app stores may remove the app, Yang notes, “The people that have it on their phones will still have it.”
But not everyone is so relaxed. Kalita Hon, a creator who’s been focusing on fashion content, is preparing for the worst. “I’ve started making more casual, off-the-cuff videos. If TikTok’s really going to be banned, I might as well say what’s on my mind.”
The regulatory battle continues to unfold, with President Biden signing legislation earlier this year that sets the stage for a potential ban unless the app is sold. However, as of now, the ban is far from certain. Legal scholars suggest the court may uphold the ban, but the outcome remains unclear.
For advertisers and creators, the prevailing attitude is one of cautious optimism. While contingency plans are in place, many believe TikTok’s eventual fate may still be a few steps away. Until then, the platform continues to thrive in the face of uncertainty, with creators pressing forward, hoping the clock will run out on the ban before it ever takes effect.
