Many people have built thriving careers on TikTok, but they’re now bracing for a possible U.S. ban on the app, which could disrupt their incomes and lives. Joanna Molinaro, a former corporate lawyer, left her demanding job after finding unexpected success on TikTok with her account, @TheKoreanVegan. Today, she’s a full-time content creator with over 3 million followers, a published cookbook, and a six-figure income. However, a looming law could take it all away.The U.S. government has raised concerns over TikTok’s parent company, ByteDance, being based in China, citing risks of data misuse and national security threats.
Unless ByteDance sells the app or the law is blocked by the Supreme Court, TikTok could be banned as soon as January 19. This has created anxiety for creators and businesses reliant on the platform. A ban could cause an estimated $1 billion loss in monthly revenue for small businesses and a $300 million hit to creators. For many influencers, TikTok’s unique algorithm—which helps users go viral overnight—was instrumental in their success. Without it, finding the same level of engagement on other platforms could be challenging.For example, Eli Rallo gained over a million followers after posting a casual video during the 2020 lockdown.
Today, she earns significant income through brand deals and is writing her second book. But even top creators like Rallo are worried about the financial impact of a ban. Many brands have already started pulling back on TikTok campaigns due to the uncertainty.While platforms like Instagram, YouTube, and Facebook might benefit from TikTok’s absence, creators face hurdles transitioning to these alternatives. Building a strong following takes time, and different platforms prioritize different types of content. As one expert noted, many middle-class Americans use TikTok to grow businesses, share information, and build communities—not just for glamorous lifestyles.Molinaro and Rallo are taking steps to diversify their incomes by expanding onto other platforms and creating email newsletters. But as Molinaro puts it, relying on social media is like building a house on sand—you never know when it might crumble.