LifestyleTikTok ban in U.S.: DMV influencers, creators pivot

TikTok ban in U.S.: DMV influencers, creators pivot

The social video-sharing platform TikTok may be banned in the U.S. for good on Sunday, Jan. 19. Influencers and content creators in the District and its surrounding areas are finding ways to pivot as change sweeps the content space.As one of the fastest-growing apps, TikTok has over 170 million current users in the United States. The U.S. Supreme Court has upheld the decision to ban the app due to national security concerns. Lawmakers worry that user data could be accessed by the Chinese government, prompting increased scrutiny of the platform. For local creators like Talia Cadet, the news about the ban is “scary.”
“I’m just thinking of all the people — creators and viewers — that this is going to impact,” said the literature, lifestyle and travel creator with over 160,000 followers on the platform.”You couldn’t ask me at the beginning of last year or even when I decided to join the TikTok creator lawsuit that Sunday would be right around the corner and the fate of the app is still unknown.”TikTok’s algorithm has allowed creators to engage with a vast audience quickly, making it a powerful tool for building a fan base. With the ban, creators might struggle to replicate that same level of virality on other platforms.Cornelia Poku runs Black Girls Explore DC, a TikTok account highlighting things to do in the District from food to fun, as well as other travel content. Poku shared that one of the most unique things about TikTok is the community.
“[TikTok] feels like a home for niche interests. Whether you’re into beauty, book reviews, or hyper-local content, there’s a space for you. Losing that community would feel like losing a big part of my creative identity,” said Poku, who has garnered nearly 800,000 likes and over 36,000 followers on TikTok.
Cadet expressed that this ban could affect DMV creators and influencers specifically because it’s a more niche, tight-knit community. 
“It’s not a New York. It’s not in LA. It’s not in Atlanta, but there is a thriving creator community here in D.C. and so many of us use TikTok as our primary platform,” said Cadet. But some like Morgan Fray, also known on TikTok as @morgvstheworld, do not feel the ban will specifically affect the DMV area more than another. “I honestly don’t think this ban will impact creators in any specific region more than others. It affects all of us equally because we’re losing a valuable platform we’ve relied on for the past several years,” said the creator with over 450,000 followers on the platform. Cadet also highlighted TikTok’s advanced searchability as “unbeatable.” Its Google integration makes it easier to build an engaged following, which is something some creators feel no other app can compete with.A lot of my videos went up in views even old videos…because I was able to be found on a Google search…It sucks and it is hard to be discoverable on [other] platforms…Maybe it’ll feel like more competition but what other choice do we have,” said Poku.
Monetization in the Future, Pivoting to Other PlatformsTikTok has become a key source of income for many content creators, and a potential ban could directly affect their income. The app reportedly brought in $16 million in revenue to the U.S. in 2023.From brand partnerships to creator funds, TikTok offers numerous monetization opportunities that other platforms may not match.Onosetale Ijewere, a lifestyle, wellness, and travel creator located in the District, emphasized the many creators and small business owners who rely on TikTok for income or advertising. She also noted that due to the ban, many brands are pulling their funds from the app. “There are so many creators that make so much money on TikTok, and my heart goes out to them so much to lose that money. 
I’m in that livelihood because it’s very scary,” Ijewere told The Informer. “
For me, I realized… brands seem to be pulling money from TikTok campaigns anyway…So now most of my income comes from Instagram, which I’m very thankful for.” With TikTok’s emphasis on short-form, highly engaging videos, content creators may have to reframe their strategies to fit the formats offered by other platforms, which could be a challenge for those who’ve tailored their content specifically to TikTok’s style.
Siraaj Woods, social media marketer and founder of Siraaj Woods Creatives (SWC), a social media agency, believes that creators should pivot by diversifying their reach through other platforms. “You can’t really rely on just one platform forever…you do need to be able to branch out and have an omnichannel approach, said Woods. “Instagram, Facebook, YouTube any of the other platforms…also having your own website, your own mailing list…Those things that can’t really be taken away from you can always…monetize off of that.. because unfortunately, this type of thing can happen to any of the platforms.”Many creators are planning to do just that—pivot. Ijewere is encouraging her followers to follow her on other platforms like her Instagram and YouTube but isn’t forcing it. “I don’t really want to press people on a platform to move to another platform with me. 
I think they organically found my platform on TikTok for a reason…If people saw your content and they loved it, they’re going to find you on another app,” said Ijewere.On the other hand, Taylor Brisbane, a fashion creator based in D.C., is also going to focus more on Instagram. However, her followers are taking the news about the ban hard. 
“Everyone is upset and worried. I’ve had a lot of people reach out and ask me to really push content as the end is near…Nobody is happy,” Brisbane said.Even though this is a time of uncertainty, creators are encouraging each other to keep pushing through.“It’s OK to be genuinely sad. It’s not just social media. We do find community in these spaces. We find fulfillment. We find money. And it’s OK to be sad about it, and hopefully we will get through this,” shared Poku.Cadet offered encouragement for fellow creators.“My advice to creators is to not be discouraged and to believe in themselves and their content,” Cadet added. “It will be a value to users elsewhere. And don’t overspeculate.” 

Source: Washington Informer

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