The possibility of a TikTok ban in the United States has creators on edge as the Jan. 19 deadline gets closer. With just a few days left to determine the app’s fate, many content creators are facing the harsh reality that their primary platform—which for many is responsible for a large chunk of their income—could disappear. Creators across the country are scrambling to figure out their next move ahead of the potential ban.
TikTok has provided creators, small businesses, and everyday people with a space where they have been able to share their passions with the world — and make a livable wage while they do so. Without it, creators must find new platforms to maintain their visibility and income streams. Platforms like Instagram, YouTube, and even email newsletters are emerging as potential refuges, but each comes with challenges that leave creators feeling less than optimistic.
Creators Unenthusiastically Move To Instagram
Instagram is shaping to be the first stop for many creators fleeing TikTok, but it’s hardly seen as a perfect alternative. “I’m not thrilled with moving to Instagram, but it feels like the only alternative with an established user base,” says Kristen, a TikTok creator with 30,000 followers (@teacherpaywithk).
“Instagram and YouTube feel much harder to find new people or have new people find you,” says the creator, “Instagram comments are much more mean and aggressive than TikTok.” She notes that the high character count for Instagram comments allows space for internet trolls to take their hate to a new level in comparison to TikTok.
Additionally, many creators do not feel that the Instagram algorithm pushes the same type of casual content that TikTok does—if it pushes your content at all.
Another creator, Alexandra Ellis, who boasts over 387,000 followers on TikTok (@aewellness), is equally unenthused about shifting her focus to Instagram. “ I’d rather spend the same time creating an email list that is seen by more people and customers versus hoping that they’ll see it on Instagram,” she explains.
She also expressed concerns about Meta’s evolving policies, noting, “I see what dropping fact-checking did to Twitter and fear the same thing will happen here.”
For many, these factors make Instagram a less-than-ideal option.
Creators Want To Monetize On YouTube
For creators who rely on monetization to sustain their businesses, YouTube offers a more attractive—albeit challenging—alternative. TikTok’s Creator Fund and other income opportunities have made it a vital source of revenue, but YouTube’s monetization policies are widely seen as more consistent and lucrative.
“YouTube has a direct and clear-cut monetization policy unlike Meta, where their bonuses are ‘invite only,” explains Jordan Clausen, a TikTok creator with 75,000 followers (@finallyjordan).
Harish Kumar, who has an impressive 1.6 million+ on TikTok (@throughthepnw), echoes this sentiment. “Currently, YouTube is higher than Netflix, Hulu, or any other streaming service on TV viewership, sitting at 10%. This motivates me to bring my brand over there to really take advantage of that,” he says.
However, Kumar acknowledges the difficulty of migrating followers: “The initial move could be tough because the audiences aren’t the same between TikTok and YouTube or even Instagram. The migration rate, I imagine, could be much smaller than anticipated because YouTube is such a different platform to view and binge content on. You have to be able to dedicate time in your day to sit down and watch your favorite creators.”
Creators Are Also Considering Non-Social Media Options
Some creators are looking beyond social media altogether, turning to more traditional platforms like email newsletters and podcasts. These alternatives offer a level of control and reliability that social media often can’t provide.
“I have already begun leaning into my email list and podcast—which have historically had higher open rates than any social media platform,” says Ellis, “I think we’ll see a shift to more traditional media and PR strategies, and I am relying on collaboration with creators and podcasters to get in front of my ideal audience.”
Kristen of @teacherpaywithk will be putting her energy into Substack if a ban passes, as it allows her to go more in-depth about issues that she is passionate about and also has built-in monetization features.
Even with those built-in features to help her make money on the app, creators are worried that it will be much harder to monetize on Substack vs. TikTok. “I currently have about 60 free subscribers and would need about 100-200 paid subscribers to match what I was making through the [TikTok] Creator Fund,” Kristen notes.
Creators Have Been Preparing For Change
Even with all the uncertainty about which platforms creators will move to, many have spent the last few months preparing—mentally and physically. TikTok creator, Emmy Petit, who has 57,000 followers (@emmyypetit) has been preparing for the potential ban. She has even already “gotten past the learning curve of YouTube.”
Petit is not overly concerned about loss of opportunity if TikTok were to no longer be accessible. “Consumers will also be looking for new places to consume content and knowing many of their favorite creators are migrating to YouTube will bring a lot of new viewers as well,” she notes, “There will still be a lot of opportunity for new creators on the platform.”
When it comes to competition for viewership, Petit also notes that many creators will not be willing to dedicate the time and energy investment into producing different types of content and understanding the nuances of a platform outside of TikTok, so she is confident that with hard work, she will persevere.
Bottom Line
While creators are being forced to make very tough decisions about the future of their content and their businesses, this ban has been a signal for them all to diversify their strategies and build resilience against the volatility of social platforms. It’s clear to most TikTok creators that no other platform currently on the market will perfectly replace the app and the opportunities that it has provided. That said, the creator economy is bracing for significant changes in the months ahead.
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