How 11 TikTok Influencers are Getting ready For the Potential TikTok Ban

Because the conflict between U.S. lawmakers and TikTok over the video-sharing app’s possession involves a head, a proposed ban of the platform is ready to take impact on Sunday except it sells to a U.S. proprietor.

With Chinese language mum or dad firm ByteDance making it clear it has no plans to vary palms, although, the app’s 170 million-plus U.S. customers — and the creators whose careers it helped propel — are bracing for what life with out the app might appear to be.

“I don’t assume something can exchange TikTok,” mentioned Aditya Madiraju, a magnificence creator and Sephora Squad mentor. Echoed fellow magnificence influencer Angela Park: “A number of us are holding onto hope that TikTok will persist.”

Certainly, the platform’s impact on content material creation was seismic lengthy earlier than the emergence of TikTok Store shook issues up even additional. With its short-form, less-polished video MO and an algorithm that doesn’t solely correlate attain with following dimension, TikTok has change into the native platform for a lot of of immediately’s largest names in magnificence, vogue and life-style content material in a mere few years.

It was additionally the primary social media platform to deliver the facility of microinfluencers — now a key creator group for manufacturers trying to maximize their influence — to the fore, all of the whereas catalyzing the phrase “authenticity” to the very best echelons of brand name advertising.

In brief: since debuting within the U.S. in 2017, TikTok has profoundly altered the best way folks devour content material and join on-line. As uncertainty over the app’s destiny heightens, WWD requested 11 creators how they’re bracing for a possible ban. Right here’s what they needed to say.

1. Cyrus Veyssi, @CyrusVeyssi

“I’m downloading all of my content material, particularly my most viral moments — partly so I can begin syndicating them throughout my different platforms, but additionally as a result of there are such a lot of little sound bites and reminiscences my followers have requested me to safeguard. My pondering is that it’s by no means too late, however creators ought to positively be within the thick of rethinking their content material technique. And somewhat than forcing themselves onto a brand new platform/format that doesn’t work organically for them, the problem is to proceed constructing engagement on the platforms [you] need to use. I’m grateful that I began cross-posting and constructing my different platforms at first of final yr — I’d positively be extra involved if I wasn’t feeling assured and excited by the opposite development I’m seeing throughout my socials.”

2. Charlotte Palermino, @CharlotteParler

“I proceed to make content material on every platform. On TikTok, you’ve got extra alternative to go viral whereas on Instagram, you’ve got extra of a group, so it’s a way more constant platform. With the inflow of creators, although, it’s going to get much more noisy and difficult to be seen. Couple that with Meta basically permitting misinformation on its platform by eradicating fact-checking and hate speech restrictions, and I’m not trying ahead to the long run if TikTok is gone. There are at all times the classics — I’m going to proceed to speculate in my Substack, and contemplating that almost all of my movies on Instagram and TikTok are over six minutes lengthy, perhaps it’s time for me to get on YouTube. This isn’t my first rodeo — I labored at Snap Inc. when Instagram Tales launched. Platforms shift and alter, however an outright ban would be the first time one thing like this occurs. Being a social media creator, you’ve got to have the ability to pivot.”

3. Steph Grasso, @StephGrassoDietitian

“Although TikTok is my most important platform, the engagement on my Instagram account is far more lively; I get far more DMs, feedback and even views there, which actually blows my thoughts given the follower hole. I believe individuals are slowly shifting again to Instagram. To arrange for no matter occurs, I’ve already downloaded [ByteDance-owned] Lemon8, a possible TikTok alternative, and have gained 22,800 followers there thus far. I’ve additionally been repurposing all my content material to YouTube Shorts, Instagram, Fb and Snapchat to verify my viewers stays diversified. That mentioned, I’m holding onto hope that TikTok will probably be saved. It’s helped tens of millions of individuals and given me the unbelievable alternative to attach with so many individuals and make a optimistic influence on their well being by diet.”

4. Golloria George, @Golloria

“My supporters have been superb and have adopted me over to my different platforms with out hesitation. It’s a reminder of how loyal and engaged they’re, and I really feel so grateful for the sense of group we’ve constructed collectively. Fortunately, I’ve at all times believed in not placing all my eggs in a single basket, so I’ve been intentional about spreading out my efforts throughout totally different platforms and am utilizing this as a chance to be extra artistic and adapt my content material to suit the strengths of every one. On Instagram, I’m specializing in group engagement and sharing extra behind-the-scenes moments, whereas YouTube permits me to go deeper with long-form magnificence content material and tutorials. My strategy is to create tailor-made content material for every platform whereas sustaining a constant voice and aesthetic throughout all of them.”

5. Toni Bravo, @BoniTravo

“For the reason that potential TikTok ban was launched, I’ve seen a lot extra crossover from platform to platform than I’ve earlier than. It’s candy to know folks need to keep linked — I’m additionally diversifying my platforms and getting cozy with the thought of change. Each platform is so totally different, and I’ve an enormous place in my coronary heart for the long-form content material on YouTube. It’s essential to problem your self as a artistic particular person. I’m excited to get to know my viewers in new methods, and for them to get to know me in new methods.”

6. Casey Malone, @CaseysHappyHealthy

“I definitely haven’t slowed down my posting. I’ve really tried more durable to create a powerful basis [on TikTok] in order that once I in the end begin to publish extra on different platforms, I’ll have those self same supporters in search of my content material. Apart from the fundamentals (saving all of my favourite TikToks that I’ve posted), I’ve actually began to attempt to develop my platform on Instagram by extra frequent posting — I’ll simply must work slightly bit more durable to copy the unbelievable group of ladies that I created on TikTok. After I take into consideration the potential ban, I’ve to keep in mind that TikTok didn’t even exist a couple of years in the past, so I’m assured that we’ll see new platforms emerge the place folks may be artistic, earn revenue and share their passions and information. We’re all on this collectively.”

7. Angela Park, @AngelaYPark

“I believe a variety of us are holding onto hope that TikTok will persist. As a full-time creator who counts the platform as my main supply of monetization, there’s not a lot I’m altering for now so far as persevering with to publish my repeatedly scheduled content material. It’s sort of like asking somebody how they’re making ready for company layoffs inside their firm; you’ll be able to look into different choices however in the end, you continue to present as much as work regardless of the uncertainty of all of it. I’ve been posting on Instagram and just lately began my YouTube channel. It’s laborious to pivot since you’re not essentially assured the identical group that you just’ve constructed on a special platform, and diversification requires extra hours and extra artistic vitality. However I think about the volatility of my job one of many small costs I pay to pursue what I’m obsessed with — I’m utilizing this transitory time as a restart to my artistic mind and model course, like a clean slate.”

8. Matt Newman, @MattLovesHair

“Engagement on TikTok has stayed fairly comparable for me because the announcement of the ban, however there was an outpouring of supporters asking the place they will discover me if it goes into impact, which has been actually comforting. I’ve a powerful Instagram group that I’ve at all times prioritized equally to my TikTok viewers, so I’m grateful for having put that work in. I’m extra devoted now than ever to diversifying throughout platforms. Confession: I actually don’t perceive how Snapchat works, however I’m decided to study. I’ve seen creators who make the most of Snapchat are capable of make a extremely sturdy connection to their viewers, which is essentially the most rewarding a part of my work, so I’d like to put extra vitality there.”

9. Aditya Madiraju, @AdityaMadiraju

“I’ve a presence on each Instagram and TikTok, however battle with YouTube. I believe long-form content material will prevail going ahead, and I just lately employed a video editor to assist with my YouTube channel. Advertising and marketing companies are additionally advising [creators] to discover different apps equivalent to Snapchat and Lemon8. I don’t assume something can exchange TikTok — it’s a group the place a variety of creatives discovered their voices and a method to earn a residing, and that’s laborious to copy and exchange. My quick subsequent step is to develop my YouTube viewers, which I do know it will likely be a battle to start from scratch however as creators we’re used to this. We should always all take this as a lesson that social media won’t ever go away, however the platforms you rely upon can.”

10. Brittani Lancaster @BrittaniLancaster

I’ve seen a rise of my TikTok viewers coming over to my Instagram account. Many people can relate to discovering a creator you’re keen on and actually join with and also you’re prepared to observe them to no matter platform they’re on. In preparation for the doable TikTok ban, I’m reminding my group on TikTok that I’m additionally on Instagram in the event that they need to proceed following my journey there. TikTok is the place every little thing started for me. I’m positively most snug sharing on that platform. Nonetheless, I’ve made an effort to lean extra into my Instagram account and develop extra there. I’m additionally enthusiastic about diversifying onto YouTube Shorts. General, crucial factor to me is giving my group the flexibility to observe my journey — regardless of the place I’m going.