How TikTok Creators Are Building careers and Facing Uncertain Futures
In 2023, Jack Nader was just another barista at Starbucks in Chicago, living with his parents and dreaming of somthing more. Fast forward to today, and the 21-year-old has transformed his life by becoming a full-time TikTok creator.With over half a million followers, Nader earns between $1,000 and $12,000 monthly through brand sponsorships and ad revenue. “this is my 9-to-5 job,” he said.”This is how I pay for my groceries. this is how millions of small businesses make their money.”
Nader’s story is a testament to the power of TikTok’s Creator Rewards Program, which replaced the original Creator Fund in 2024. The program has enabled creators to monetize their content more effectively, with some earning between $3,500 and $6,400 monthly. For many, TikTok has become more than just a platform for sharing videos—it’s a viable career path.
However, this newfound stability is under threat. TikTok, owned by China’s ByteDance, faces a critical deadline on January 19, 2025. if ByteDance fails to sell the app, TikTok coudl be banned in the U.S. This looming uncertainty has left creators like Nader scrambling to diversify their online presence. “Not everyone from my TikTok following is going to come over, and that’s really sad,” he admitted.
The potential ban stems from a law signed by President Joe Biden in April 2024, which mandates ByteDance to divest TikTok. If the company doesn’t comply,major app stores like Apple and Google could be forced to remove TikTok from their platforms. This has sparked widespread concern among creators who rely on the app for their livelihoods.
Despite the challenges, TikTok remains a powerful tool for content creators. The platform’s ability to connect creators with global audiences and lucrative brand deals has made it a cornerstone of the digital economy. Yet, as Nader and others have learned, the key to long-term success lies in adaptability. By expanding their reach across multiple platforms, creators can safeguard their careers against the unpredictable tides of social media.
For aspiring TikTok stars, the message is clear: while the platform offers amazing opportunities, it’s essential to plan for the future. Diversifying income streams and building a presence on other social media apps can help creators navigate the uncertainties of the digital landscape.
As the January 19 deadline approaches, the fate of TikTok in the U.S. hangs in the balance. For creators like Jack Nader, the next chapter of their careers will depend on their ability to adapt and thrive in an ever-changing world.
The Future of TikTok in the U.S.: Legal Battles, Political Shifts, and a Potential Sale
The fate of TikTok in the United States remains uncertain as legal challenges, political maneuvering, and potential acquisitions continue to shape its future. The popular social media app, owned by China-based ByteDance, has been at the center of a heated debate over national security concerns and free speech rights.
Supreme Court Weighs In
On January 10, the U.S.supreme Court heard oral arguments in a case challenging the potential ban of tiktok. Justices grilled TikTok’s legal team for over two hours, focusing on the app’s ties to China and its implications for user privacy and national security.TikTok’s primary defense—that a ban would violate the free speech rights of its millions of U.S. users—appeared to fall flat with the court.
Political Flip-Flops and Billionaire Influence
Former President Donald trump, who initially supported a tiktok ban during his first term, has since reversed his stance. This shift followed a February meeting with billionaire jeff Yass,a prominent Republican donor and major investor in ByteDance. Yass also holds a stake in Truth Social, Trump’s social media platform. In late December, Trump urged the Supreme Court to delay the ban, calling for a “political resolution” to the issue.
The People’s bid for TikTok
Amid the legal and political turmoil,businessman Frank McCourt’s advocacy group,Project Liberty,announced a bold proposal to acquire TikTok. Dubbed “The People’s bid for TikTok,” the plan aims to restructure the app under American ownership, prioritizing user safety and digital rights. While the group has not disclosed specific financial terms, the proposal has sparked meaningful interest in the tech and advocacy communities.
Jack nader, a 21-year-old TikTok creator from Chicago, has started migrating his content to Instagram Reels and YouTube Shorts. Courtesy of jack Nader.
Content Creators Adapt to Uncertainty
For creators like Jack Nader, the uncertainty surrounding TikTok’s future has prompted proactive measures. Nader, who relies on the platform for his livelihood, is downloading and archiving his videos daily as he transitions to Meta’s Instagram Reels and Alphabet’s YouTube Shorts. “I can’t afford to wait for a resolution,” he said. ”I need to protect my work and my audience.”
What’s Next?
As the legal battle unfolds, the clock is ticking for TikTok. A Supreme Court ruling could come at any time, perhaps forcing app stores and internet service providers to block access to the platform in the U.S. Simultaneously occurring, proposals like McCourt’s offer a glimmer of hope for those seeking to preserve TikTok’s presence while addressing security concerns.
For now, TikTok’s future hangs in the balance, with millions of users, creators, and investors watching closely. whether the app will survive in its current form,undergo a transformative acquisition,or face an outright ban remains to be seen.
The Shift in Social Media: TikTok Bans and Creator Adaptations
As TikTok faces potential bans in the U.S., creators are scrambling to adapt, shifting their focus to platforms like Instagram Reels and youtube Shorts. This seismic change in the social media landscape is forcing influencers to rethink their strategies, rebuild their audiences, and explore new revenue streams.
Rebuilding Brands on New Platforms
For creators like Nader, the transition hasn’t been smooth.“It took me over a year and a half to build the following that I have right now on TikTok to make it my full-time job,” he shared. “Now it’s kind of about rebuilding that entire brand on another platform, which is not ideal.” Nader meticulously re-edits his videos, optimizing them for each app, but admits he’s not yet generating income from Reels or Shorts.
tiktok’s Impact on Creators
Danisha Carter, a 27-year-old Los Angeles-based creator, echoes Nader’s concerns. Known for her social commentary and lifestyle videos, Carter had a wake-up call in november.“I need to start taking this seriously before I lose access to the platform that I built and the followers that I built,” she said. “I need to not waste any more time.”
Carter, who earns about $4,000 monthly from TikTok, emphasized the platform’s significance. “This isn’t just a silly app that people have been using to post dance videos,” she stated. “It’s been remarkable in terms of changing people’s lives, changing people’s businesses.”
Danisha Carter, 27, of Los Angeles, is a full-time tiktok creator who has begun urging her fans to follow her on YouTube, Instagram, and Patreon ahead of the Jan. 19 law banning the Chinese-owned app.
Courtesy of Danisha Carter
The fallout and Potential Winners
While tiktok could find a way to remain operational in the U.S., its suspension would leave YouTube, Facebook, and Instagram as the primary beneficiaries. According to Sensor Tower, TikTok has about 115 million monthly active users in the U.S., trailing YouTube’s 258 million and Facebook’s 253 million. Instagram, with 131 million users, is also seeing a surge in short video viewership, with such content accounting for 41% of user engagement.
Creators and Digital Ad Spend
despite its smaller user base and lower share of digital ad spend—9% compared to its rivals—TikTok remains a dominant platform for creators, especially those focusing on short-form content. HyperAuditor, an influencer marketing platform, defines a creator as a user with over 1,000 subscribers. In the U.S., TikTok boasts nearly 8.5 million such creators, compared to 5.2 million on Instagram and 1.1 million on YouTube.
Actionable Takeaways for Creators
The looming TikTok ban underscores the importance of diversification for creators. Building a presence across multiple platforms can safeguard against sudden disruptions. Additionally, optimizing content for each platform’s unique audience and format is crucial for maintaining engagement and revenue streams.
As the social media landscape evolves, creators must remain agile, adapting to new trends and platform changes. While TikTok’s future remains uncertain, the rise of Instagram Reels and YouTube Shorts offers new opportunities for those willing to innovate and rebuild.
The TikTok Ban Debate: How Social Media Platforms Are Preparing for a Potential Shift
As the U.S. Supreme Court deliberates on the future of TikTok, social media platforms are bracing for a seismic shift in the digital landscape. the possibility of a TikTok ban has sparked a flurry of activity among competitors, with Instagram and YouTube positioning themselves to capture a potential influx of users and creators.
Content creators rally outside the U.S. Supreme Court on January 10, 2025. (Photo: Andrew Harnik | Getty Images)
Why Diversification Is Key for Social Media Creators
Kristina Nolan,vice president of media services at DMi Partners,emphasizes the importance of diversifying social media followings.”We’re consistently reminding creators to build audience depth on other platforms,” Nolan said. Her agency works with over 50,000 creators, many of whom are now exploring ways to migrate their followers to alternative platforms.
However, the transition isn’t without challenges. Creators are wary of TikTok’s “shadow banning” practices, where the platform reduces their visibility if it detects promotion of other social media profiles. To circumvent this, some creators use coded language, such as “fbook” instead of “Facebook,” or bleep out certain words to avoid detection. Others are collaborating with brands to host giveaways, incentivizing followers to join them on other apps.
Nealie Boschma, a full-time TikTok creator, moved to Los Angeles after gaining popularity on the platform. (Courtesy of Nealie Boschma)
The Ripple Effect of a Potential TikTok Ban
If tiktok is banned in the U.S., the repercussions could be monumental. According to sensor Tower, TikTok accounts for 37% of social media app downloads in the U.S., surpassing Facebook (31%), Instagram (25%), and YouTube (21%). A ban would leave billions of dollars in advertising revenue up for grabs, with Meta and YouTube expected to capture a significant share.
This scenario isn’t unprecedented. When India banned TikTok in June 2020, Instagram and YouTube saw considerable growth. Instagram’s monthly active users in India surged by 20%, while YouTube’s increased by 11% year-over-year. “That’s when we saw the biggest jump in Reels utilization ever,” said meghana Dhar, a former Instagram executive. “Creators are already hedging their bets between YouTube Shorts and Instagram.”
Instagram’s Strategic Moves
Behind the scenes, Instagram is preparing for a potential TikTok exodus. Following the Supreme court’s oral arguments, Instagram leaders held impromptu meetings to strategize for a possible surge in users.While many within the company believe TikTok will remain operational, they are not taking any chances. Teams have been directed to prepare for an influx of creators and users, ensuring the platform is ready to accommodate new arrivals.
As the debate over TikTok’s future continues, one thing is clear: the social media landscape is on the brink of a major transformation. creators and platforms alike must adapt to survive in an ever-evolving digital world.
In the ever-evolving world of social media, creators are facing a pivotal moment. With the potential ban of TikTok looming, many are grappling with the uncertainty of rebuilding their online presence and ensuring their followers migrate to other platforms. For Nealie Boschma, a 27-year-old content creator based in Los Angeles, this challenge is both daunting and inspiring.
“Whatever is going to happen is going to happen, and we’re just going to make the most of it,” Boschma shared. “That’s just how I have to look at it, so I don’t panic.” Since 2022, Boschma has been a full-time creator, leaving behind her job on a horse farm to pursue her passion. Her leap of faith paid off, allowing her to sustain a comfortable lifestyle in Los Angeles, complete with her own apartment and car.
Boschma’s journey began with TikTok, where she quickly amassed a following of 2 million. However, the platform’s uncertain future has prompted her to diversify her presence. She’s now actively directing her TikTok audience to her other profiles, including YouTube, where she currently has 278,000 subscribers. If the ban takes effect, Boschma plans to create a dedicated video urging her fans to follow her on alternative platforms.
Despite the challenges,Boschma sees this as an opportunity to grow. “Whether TikTok goes away or not, I do think something will work out,” she said. “I’ll find my footing in other places, like I did on tiktok.” She’s especially excited about experimenting with longer-form videos on YouTube,a format she’s always wanted to explore.
For creators like Boschma, adaptability is key. The potential TikTok ban isn’t just a hurdle—it’s a chance to innovate and connect with audiences in new ways. As the digital landscape shifts, Boschma’s story serves as a reminder that resilience and creativity can turn uncertainty into opportunity.
WATCH: Supreme Court likely to uphold TikTok ban, says Christoff & Co.CEO Niki Christoff
How do Instagram Reels and YouTube Shorts plan to attract creators away from TikTok?
Instagram has been proactive in positioning itself to capitalize on a potential TikTok ban.The platform has heavily invested in its short-form video feature, reels, which directly competes with TikTok.In recent months, Instagram has rolled out new tools and features to attract creators, including enhanced monetization options, improved analytics, and greater visibility for Reels content.
“We’ve seen a significant uptick in Reels engagement, especially as creators begin to explore alternatives to TikTok,” said a spokesperson for Meta, Instagram’s parent company. “Our goal is to provide a seamless transition for creators and ensure they feel supported as they diversify their content across platforms.”
YouTube’s Push for Shorts
YouTube, too, has been aggressively promoting its short-form video offering, YouTube Shorts. The platform has introduced a $100 million fund to reward creators for their Shorts content and has integrated shorts more prominently into its interface. YouTube’s vast user base and established monetization ecosystem make it an attractive option for creators looking to pivot from TikTok.
“YouTube Shorts is designed to be a natural extension of the platform,” said a YouTube executive. “We’re seeing creators who already have a presence on YouTube expand into Shorts, and we’re also welcoming new creators who are exploring the platform for the first time.”
Challenges for Creators
Despite the opportunities presented by Instagram Reels and YouTube Shorts, creators face challenges in transitioning their audiences. TikTok’s unique algorithm and community-driven culture have fostered a sense of loyalty among users, which can be difficult to replicate on other platforms.
“TikTok has a very specific vibe and energy that’s hard to replicate,” said Nealie Boschma, a TikTok creator. “While I’m excited about the potential of Reels and Shorts, I know it will take time to build the same level of engagement and connection with my audience.”
Additionally,creators must adapt their content to fit the formats and audience preferences of each platform. What works on TikTok may not resonate as well on Instagram or YouTube, requiring creators to experiment and refine their strategies.
The Broader Implications
The potential TikTok ban has broader implications for the social media landscape.it highlights the growing influence of geopolitical factors on digital platforms and underscores the need for creators and businesses to remain agile in an ever-changing environment.
“this is a wake-up call for the entire industry,” said Kristina Nolan. “Creators and brands need to think beyond a single platform and focus on building resilient, diversified strategies that can withstand disruptions.”
Looking Ahead
As the Supreme Court’s decision looms,the social media world is on edge. whether TikTok remains operational in the U.S. or is forced to shut down,the ripple effects will be felt across the industry. For creators,the key to navigating this uncertainty lies in adaptability,diversification,and a willingness to embrace new opportunities.
“The future of social media is unpredictable,” said Danisha carter. “But one thing is clear: creators who are willing to evolve and explore new platforms will be the ones who thrive in the long run.”
As platforms like Instagram and YouTube continue to innovate and compete for creators’ attention, the social media landscape is poised for a transformative shift—one that could redefine how content is created, consumed, and monetized in the years to come.
