U.S. TikTok Users Brace for Possible Ban, Seeking Alternatives Ahead of Shutdown
Users of TikTok in the United States are hurriedly exploring alternatives as a potential ban looms, reminiscent of India's experience in 2020 when the app was abruptly removed due to national security concerns. The impending shutdown, set for Sunday, has sparked concerns among content creators who rely on the platform for their income.
In India, the swift ban in June 2020 left approximately 200 million users scrambling to rebuild their online presence on new platforms, significantly impacting smaller creators. Gaurav Arora, a TikTok star with 10.8 million followers, exemplified this struggle but adapted quickly by switching to YouTube, where he now commands 11.3 million subscribers.
As TikTok users in the U.S. witness similar disruptions, many are joining platforms like RedNote, while established services like Instagram Reels position themselves as likely beneficiaries in the aftermath. Experts suggest that, just as in India, larger influencers will weather the storm better than their micro and mid-tier counterparts, who may face more significant challenges.
Despite TikTok's unclear economic impact in India, reports indicate the app generated about $15 billion in revenue for U.S. small businesses in 2023. As the U.S. community braces for changes, industry observers warn of potential ripple effects on content creation and the digital economy.
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