One evening, Rallo and her brothers were goofing around in the kitchen when she decided to film a video of them filling a jar with trail mix, adding music for a quirky touch. To her surprise, the video quickly gained 200,000 views overnight, kickstarting her journey as a full-time social media creator. Since October 2021, Rallo has amassed over 1 million followers on TikTok and Instagram, and she is currently working on her second book.
TikTok has been pivotal in shaping Rallo’s career, leading to lucrative partnerships with brands that value her promotional content. The burgeoning “creator economy,” projected to reach $480 billion by 2027, has provided opportunities for influencers like Rallo. However, the potential ban of TikTok raises concerns for her financial stability, as she anticipates a shift in income sources towards Instagram deals.
Similarly, Molinaro has already felt the financial repercussions following discussions of a TikTok ban, experiencing a 30% decline in sponsor revenue since the sale-or-ban legislation was signed. This uncertainty has deterred brands from investing in influencer campaigns, impacting creators like Molinaro who rely on such collaborations.
While a TikTok ban could potentially benefit rival platforms like YouTube and Instagram, transitioning entirely to these platforms poses challenges for creators accustomed to TikTok’s unique algorithms and audience preferences. Building a substantial following on alternative platforms takes time, and influencers may struggle to replicate their TikTok success elsewhere.
Beyond individual creators, a TikTok ban could disrupt the livelihoods of many middle-class Americans who use the platform for entertainment, information, and business growth. Influencers often rely on support teams like agents and lawyers, whose livelihoods are intertwined with the success of TikTok creators.
To adapt to the changing landscape, Rallo and Molinaro are diversifying their businesses and expanding their presence on various platforms and channels. Despite the uncertainties surrounding TikTok’s future, these creators are proactively exploring new avenues to sustain their careers and engage with their loyal followers.
“And you never know,” Molinaro said. For more CNN news and newsletters, create an account at CNN.com.
