American Creators Urge Followers to Subscribe Elsewhere

By Seher Dareen
(Reuters) – American content creators on TikTok are urging their followers to subscribe to rival platforms such as Meta-owned Instagram and Alphabet’s YouTube. This follows a federal appeals court ruling that TikTok may face a ban unless it is sold to a U.S.-based company by January 19.

TikTok has established a significant presence in the U.S., amassing 170 million users, predominantly younger audiences attracted to its short, often irreverent videos. The platform has diverted advertising revenue from major U.S. companies and introduced TikTok Shop, a marketplace for small businesses.

Concerns regarding TikTok’s Chinese ownership have prompted Congress to pass legislation that requires its owner, Chinese-backed ByteDance, to divest the platform in the U.S. or face a ban. A federal appeals court upheld this law on Friday, escalating existing threats from politicians.

Users are increasingly anxious, reflecting on the potential economic fallout. Chris Mowrey, a Democratic influencer with 470,000 TikTok followers, expressed fear that his work might vanish. “I don't think it's been talked about enough how damaging it will be from an economic standpoint for small businesses and creators,” he told Reuters.

The anxiety among creators is palpable, with many questioning the platform's longevity in the U.S. Chris Burkett, a TikTok content creator with 1.3 million followers, stated, “I don’t think there’s longevity on this app in the United States,” and encouraged his audience to follow him on other platforms.

Food travel creator SnipingForDom, having 898,000 followers, reassured his community but advised followers to reach him on Instagram. Meanwhile, TikTok Shop consultant Sarah Jannetti noted her clients remain unconcerned about a potential ban until there is more definitive information.