Billion Dollar Boy CEO on US TikTok ban

- Monday, January 20th, 2025
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The US TikTok ban represents a significant loss for American consumers, and the creators, and small businesses who thrive on it.
TikTok has been an essential platform for community-building, cultural influence, and the discovery of information, entertainment, and shopping.
“However, the creator economy has consistently shown its ability to adapt and innovate in adversity. When TikTok was banned in India in 2020, platforms like YouTube and Instagram responded swiftly by enhancing their short-form video formats, and consumers quickly embraced these alternatives.
We expect a similar evolution in the US, with platforms like American platforms Instagram Reels, YouTube Shorts, Snap Spotlight and emerging competitors such as China’s Red filling the gap.
“In the UK, this shift will also have ripple effects on content creation and audience behaviour. We encourage UK creators and brands to maintain activity on TikTok as it remains fully operational here and effective for reaching UK audiences, while at the same time growing their presence on other platforms to continue reaching diverse audiences and protecting revenue streams.
“As competition for attention intensifies on Meta, YouTube, and Snap, we’ll need to monitor and adapt to how audiences migrate and disperse between the platforms.
What we do know for sure, is that UK creators with large US followings will see a decline in viewership. However, UK creators and brands running UK-centric content partnerships may potentially benefit from greater visibility with domestic consumers and see strong engagement rates on TikTok as a result.”
“While the full impact remains to be seen, the creator economy’s resilience ensures it will continue to thrive through this transition.”