TikTok Creators: "Find Us on Instagram or YouTube Before It's Too Late"

As the looming ban on TikTok inches closer, creators on the popular short-form video app are urging their fans to find them on other platforms like Instagram and YouTube. The potential ban, which could happen as early as January 19, has left many creators scrambling to maintain their audience and revenue streams.

TikTok, which is owned by the Chinese company ByteDance, has been a significant source of income for many creators. According to a report by Goldman Sachs, the creator economy could be worth $480 billion by 2027, with TikTok playing a substantial role. A ban would lead to a loss of jobs and income for these creators, as seen in the case of Lavelle Dunn, who made "well over six figures" in 2024 through TikTok.



Creators like Jack Nader, who started posting beauty videos on TikTok in 2023, have been able to generate enough income through brand sponsorships and ad revenue to quit their coffee shop gigs and get their own apartments. However, the uncertainty surrounding TikTok's future has forced them to explore other platforms to maintain their audience and revenue streams.

One strategy that many creators are employing is diversifying their presence on other platforms. Instagram Reels and YouTube Shorts are expected to be the biggest beneficiaries of a TikTok ban, as they offer short-form video options similar to TikTok. However, it's unclear how quickly users, especially younger ones, will migrate to these platforms.

Another strategy is building a personal brand that transcends a single platform. Kahlea Wade, CEO and founder of influencer agency Alora Society, emphasizes the importance of focusing on a personal brand rather than growing a social media account. TikTok creators like Danisha Carter and Jack Nader have built personal brands that extend beyond the platform, allowing them to maintain their audience and revenue streams even in the face of uncertainty.

Own your audience is another crucial strategy. Pamela Zapata, founder and CEO of influencer management and marketing agency Society18, suggests repurposing social content to a website or newsletter to own the audience. This way, creators can maintain direct communication with their fans regardless of the platform's fate.

Expanding revenue streams is also essential for creators to maintain their income even if one platform goes away. This can include brand partnerships, merchandise, or other income sources. Mark Boutilier, a TikTok creator, has expanded his revenue streams to include brand partnerships and merchandise sales.

The ban on TikTok will have far-reaching consequences for the broader creator economy and the platforms that support it. The loss of revenue and job opportunities, shift in attention and revenue to other platforms, disruption of online communities, impact on small businesses, potential for new platforms to emerge, and regulatory uncertainty are all factors that will shape the future of the creator economy in the wake of a TikTok ban.

As the deadline for a potential TikTok ban approaches, creators are urging their fans to find them on other platforms like Instagram and YouTube. By diversifying their presence, building personal brands, owning their audience, and expanding revenue streams, creators can better prepare for a potential ban and maintain their audience and revenue streams in the face of uncertainty.