TikTok content creators have expressed concerns about the potential shutdown of the app impacting their income. Following a 12-hour downtime, TikTok services were restored in the US, providing relief to some creators. These individuals heavily rely on TikTok for their livelihood, generating income through product sales, advertising deals, and the app’s affiliate program. With the uncertainty surrounding TikTok’s future, some creators are considering diversifying their online selling strategies. The recent restoration of TikTok services alleviated worries for content creators and entrepreneurs who rely on the platform for their livelihood, at least temporarily. The platform was offline for 12 hours starting late on Saturday night but was brought back following a statement by President-Elect Donald Trump on Truth Social, stating he would issue an executive order to delay the ban. The fate of TikTok remains unclear as its parent company, ByteDance, based in China, has not complied with the divestment requirements mandated by law. However, for now, the economy driven by TikTok can continue to operate. Kimberly Balance, a live shopping host known as KIMMIEBBAGS, shared her experience of the weekend, stating that her business was at stake during the downtime. TikTok Shop, the app’s online marketplace, has become a significant revenue source for creators since its launch in 2023. The platform also offers an affiliate program where creators can earn commissions by promoting products in their videos or live streams. TikTok’s economic impact report from April 2024 highlighted its contribution to the US economy, including significant revenue for small businesses and job support. Prior to TikTok’s outage, creators expressed concerns about the potential financial impact of a ban. Some creators emphasized the need for flexibility and quick adaptation to changes on the platform. Nadya Okamoto, founder of menstrual-care brand August, welcomed TikTok’s return but acknowledged the need for a contingency plan to reduce dependence on the app. She encouraged her followers to connect with her on alternative platforms and explore additional affiliate shopping opportunities.
In a recent interview, influencer Balance announced her foray into shoppable products, specifically focusing on skincare items in her videos. With plans to diversify her business ventures, Balance expressed intentions to explore alternative platforms given the uncertain future of TikTok.
“We’re looking to expand beyond TikTok and tap into platforms like Instagram, and potentially launch a presence on YouTube,” Balance shared. “This situation serves as a reminder for small businesses to establish a varied approach in engaging with their audience.”
Despite multiple attempts to reach out, TikTok remained unavailable for comment as of the time of reporting. Stay tuned for more updates on this evolving story.
