By Criss
In the face of a potential U.S. ban on TikTok, influencers are confronting the stark reality of how such a move could drastically affect their careers and financial stability .
With a user base of 150 million in the U.S. alone, TikTok is not just a social media platform for influencers; it’s the bedrock of their digital existence, a key channel for connecting with audiences, and a vital source of revenue.
President Joe Biden’s recent legislation, propelled by national security concerns, could force TikTok’s parent company, ByteDance, to divest its stake or face a ban in the U.S. This has sent shockwaves through the influencer community, which in the U.S. is estimated to be around 10 million strong, according to Influencity.
The creator economy is booming, with Goldman Sachs valuing it at $250 billion in 2023 and projecting growth to $480 billion by 2027. For many influencers, content creation is not just a passion but a full-time job.
TikTok’s Role in the Creator Economy
Annabelle Gesson and Noah Jay Wood are prime examples of influencers who have turned their TikTok presence into lucrative careers. Gesson, with 6 million followers, and Wood, with over 7 million, have both harnessed the platform to build their brands and secure their incomes .
The potential ban raises concerns far beyond losing followers. Jess Hunichen, co-founder of Shine Talent Group, emphasizes the immediate and significant impact it would have on creators who rely heavily on TikTok for their income.
The TikTok Creator Rewards Program is one avenue through which creators earn money, offering $0.50 to $1 per 1,000 views. This translates to $500 to $1,000 for every million views, although the program has specific eligibility requirements and definitions of what constitutes a view.
Beyond this program, influencers often partner with brands to create sponsored content, which can be quite profitable. For instance, Alex Ojeda, a TikToker with 8.4 million followers, reportedly charges $20,000 for a single sponsored post.
The Emotional Impact of a Ban
The emotional toll of a TikTok ban is also significant. Harry Gestetner, co-founder of Fanfix, acknowledges the legitimate concerns of creators about their financial futures. Noah Jay Wood, a content creator and actor with 7.2 million followers, likens the potential ban to “a stab in the back,” noting that TikTok has been foundational to his growth across other social media platforms like Snapchat, Instagram, and YouTube.
As the debate over TikTok’s future in the U.S. continues, the influencer community holds its breath, hoping for a resolution that will allow them to continue their passion and livelihood without interruption.
