The TikTok ban in the US is making waves as the Supreme Court gets ready to deliberate on the app’s future. With worries about its connections to China, the government is advocating for a nationwide ban unless TikTok’s Chinese parent company, ByteDance, separates from the platform.
Time is running out, and the Supreme Court could make a decision on the app’s fate as soon as January 19. So, what does this mean for the millions of TikTok users and content creators out there?
Supreme Court to Decide TikTok’s Future in the US
With over 170 million users in the US, TikTok has become a key part of daily entertainment. The potential for its removal raises significant concerns.
Recently, the Supreme Court heard arguments indicating that a majority of justices might support the ban.The proposed law would require TikTok to sever ties with ByteDance by January 19, or face removal from US app stores.
If this occurs, new users would be unable to download TikTok, and current users might lose access to updates, which could ultimately render the app unusable.
What Happens If the TikTok Ban in the US Goes Through?
If the ban is implemented, it would represent a major change for both users and creators. TikTok would vanish from app stores, and updates would cease. Without these updates, the app could become glitchy and riddled with security vulnerabilities.
While users who already have the app could continue using it for a time, the absence of updates would likely lead to issues down the line. TikTok’s influence on the entertainment industry is clear.
Many content creators, especially those who depend on TikTok for their livelihoods, are bracing for the worst. For some, a ban could mean a loss of income or the necessity to transition to other platforms, which would increase their marketing expenses.
TikTok’s varied content, from viral videos to trending challenges, has enabled many businesses to grow organically. Now, they face the daunting prospect of adapting to a swiftly evolving digital environment.
Impact on Advertisers and Creators
TikTok’s ad revenue in the US is projected to reach $12.3 billion in 2024. However, even if the app remains operational in the near term, advertisers are already exploring other options.
Some are gearing up for campaigns on TikTok Shop, the app’s unique e-commerce feature, which currently faces no direct competition.
Yet, if the app is banned, these advertisers will likely redirect their efforts to platforms like Instagram or YouTube, both of which have introduced TikTok-inspired features such as Instagram Reels and YouTube Shorts.
This shift in advertising could have repercussions for TikTok’s creators, many of whom depend on brand partnerships and sponsored content. Without TikTok, these creators might need to seek out alternative platforms or invest more resources into growing their audience elsewhere.
What About the TikTok Ban in the US for Employees?
Millions of people turn to TikTok for both entertainment and business opportunities. A study by Oxford Economics in 2023 revealed that the platform contributed more than $24 billion and created 200,000 jobs in the US economy.
However, the 7,000 employees based in the US are now facing uncertainty regarding their future. Although the company is still extending job offers, many employees are concerned about the possibility of layoffs. The outcome of the court’s decision could significantly affect not just TikTok’s operations but also the livelihoods of its workforce.
What Are the Alternatives to TikTok?
If the TikTok ban in the US is enacted popular platforms such as Instagram, Snapchat, and YouTube are anticipated to experience a surge in traffic as users and creators make the switch.
Instagram’s Reels and YouTube’s Shorts have already incorporated features reminiscent of TikTok. However, younger audiences may hesitate to migrate to these platforms, particularly since they were initially embraced by an older demographic.
For those looking for alternatives to mainstream platforms, apps like Triller and Zigazoo are gaining popularity. Triller is recognized for its music video capabilities, while Zigazoo is tailored for children. Additionally, live-streaming platforms like Twitch could appeal to TikTok creators in search of a new venue.
The Road Ahead for TikTok in the US
The Supreme Court’s ruling could have a major impact on the future of the app in the US. If the court rules against TikTok, it could be removed from app stores on January 19
However, with uncertainties surrounding enforcement and potential negotiations, the app might not disappear entirely. A TikTok ban in the US would have major repercussions for users, creators, advertisers, and employees.
As the court’s decision nears, many are watching to see if TikTok will remain or leave the US.
