3 Ways Creators Are Sustaining in the Face of TikTok’s Uncertain Destiny
The ongoing threat of a TikTok ban has become even more serious.
Today (December 5), a U.S. federal appeals court enforce a law it forces TikTok’s owner, Chinese tech company ByteDance, to divest from the app in the United States by early next year or face a ban.
Unless the Supreme Court intervenes, the ruling leaves the fate of TikTok up to President Joe Biden, who must decide whether to grant a 90-day extension of the Jan. 19 deadline before passing it to President-elect Donald Trump on January 20.
It is not yet clear how the ban will impact users, creators or brands. But in the face of uncertainty, creators who rely heavily on TikTok are starting to diversify their content and connect with their communities on new platforms.
Diversify the content
Creators foster true community through entertainment or education. But to remain resilient to platform changes, it is essential that content is not solely dependent on a single platform for distribution. Platforms can come and go, like Vine, or change significantly, as seen with X (formerly Twitter).
@scrubhacks Go follow your favorite creators/businesses on other platforms to support them! #tiktokban #nurseok ♬ original sound – Scrubhacks | Lindsey Shelton
Creators need to ensure they provide value across multiple platforms. For example, a TikTok creator known for sharing business strategies could start to form a community on LinkedInor start a substack to expand their tracking to other locations.
“You should want to get recognized on as many platforms as possible,” the creator said Abby Friedmanhighlighting the importance of growing an audience, which can lead to brand partnerships or sales.
Attention for the rest
As one popular video platform disappears, another emerges. From Vine to TikTok, Instagram Reels and YouTube Shorts, there are many relevant platforms for reaching people with videos. Creators should be early adopters of technology, bringing their community and audiences with them into these new spaces.
TikTokers may want to repurpose their most viral content for other short-form video platforms. Creators such as Eric Sedeño And Gollori share their content not only on TikTok, but also on Instagram pages and other video platforms, for example.
“And if they go viral again, your audience will have an easier time finding you,” says the creator. Coco Mocoe in a video about repurposing TikTok videos on new platforms.
Building community through broadcast
People especially love TikTok for its sense of community. Whatever your interests, whether you like musical theater, gaming, sports, or teaching, there is a TikTok niche. By discovering creators who share their passions, users of the platform feel understood and connected.
Creators can take this engagement to new places with streaming features on platforms like WhatsApp, Instagram, and Discord. Through these channels, creators actively engage their followers on everything from advice on new video themes to exploring ideas for product launches.
“Audiences are looking for real connections with their favorite creators,” said the creator Howley. “Broadcast channels give you the opportunity to connect with your core subscribers on a more personal level,” she added, highlighting features like voice notes and images.
Even though TikTok is currently stable and its creators are successful, creators need to start preparing now for potential changes to come and set them up for long-term success.
