Although it could be months or longer before any TikTok ban materializes, it isn’t too early for those who use the social media platform for their livelihoods to consider their options. That includes building a following on other platforms—something many creators and influencers should have already been doing.
“Creators are generally multi-platform nowadays, so continuing to grow their followings on other platforms is crucial. Given that growth on TikTok has been stalling for quite some time, building a content strategy that puts more focus on other platforms is a good idea,” suggested Harry Gestetner, co-founder and CEO of Fanfix, a social media technology platform that hosts membership clubs for content creators. “If your followers are predominantly on TikTok, consistently encourage them to follow you and engage with your content on other platforms.”
Though TikTok maintains a massive following, its popularity could wane even if there isn’t a ban, and those creators and influencers who are already established on multiple platforms may be best positioned.
“Creators are entrepreneurial by nature and have shown resilience during a rapidly evolving social media landscape in recent years,” added Fanfix CMO Loren Piretra. “Although a TikTok ban may rattle their businesses in the short term, creators have been building empires around their personal brands as opposed to a single platform.”
The Clock Is Ticking…
Even if a full-on ban is avoided, TikTok could see its growth slowed—especially as the deadline approaches. It would therefore be wise for those who have monetized the platform to consider their options.
“It’s not the only game in town,” explained technology industry analyst Susan Schreiner of C4 Trends. “Platforms come and go. Since this isn’t an overnight ban, creators, live event producers, brands and others still have a year to diversify the ways they monetize across multiple platforms and transfer their following.”
Moreover, some creators have warned of the transparency problems with TikTok, with it failing to answer why accounts were removed, shadow banned, or otherwise reported.
“Consequently, creators have already begun to diversify to multiple platforms as a mechanism to also reduce financial risk and generate income from a variety of sources,” said Schreiner.
For now, it would seem that Meta and Google are immediate alternatives to TikTok with Instagram and YouTube respectively.
“YouTube Shorts has started sharing ad revenue on short-form videos, and Instagram Reels is continuously improving,” Schreiner continued. “Snap is also well-positioned to benefit since their TikTok-style competitor Spotlight has seen a 125% year-over-year increase, while Meta has been attempting to neutralize the TikTok juggernaut for years. There may be room for another short-form video app—not owned by a massive corporation—but it’s uncertain whether it can scale quickly enough.”
What Do Creators Think?
We’ve already seen the protests in Washington, while TikTok’s parent company has run ads featuring uses of the platform. A handful of other creators also weighed in to share their opinions on why they are considering alternatives including Instagram, YouTube, Fanfix, and other alternatives.
“I am really upset about the TikTok ban because that was the platform that helped my social media career take off in 2019,” said Abby Berner, a small business owner who makes custom-painted shoes. “Now, I am working to push my followers from TikTok to other platforms.”
Actress and social media personality Teala Dunn, who amassed 13 million followers across multiple platforms said that change could be good, but hopes there could be a way that TikTok could be maintained. “Most of the concern is about misuse and security breaches, and TikTok is being singled out when similar concerns can be raised for other major platforms. That being said, I have always had a multi-platform content strategy including Instagram, YouTube, and Fanfix.”
Sondra Blust, who posts in both Spanish and English and has more than 9 million followers, said, “TikTok is an important tool for creators, small businesses and families. She also maintains a presence on Facebook, YouTube, Instagram, Snapchat, and Fanfix.
“So many lives have been changed forever, including mine, thanks to TikTok. Whether the ban happens or not, no creator or business should rely on one source of income or marketing channel,” said Blust. “The world is always changing and evolving—I can’t control that, but I can control how I evolve with it.”
Rachel Pizzolato, former host of “Mythbusters Jr.” on the Discovery Channel, as well as inventor and model, also said she expanded to subscription-level platforms like Fanfix due to the potential ban of TikTok.
“The most important thing creators should focus on is diversification. Because of the possibility of the platform potentially vaporizing overnight, creators should consider spreading their content across as many social media platforms as possible,” suggested Pizzolato. “Content is an extremely valuable commodity! Therefore, everyone should treat their social media content as an investment in themselves and utilize every available asset to broaden their reach in an attempt to build their brand.”