On Sunday, January 19, 2025, TikTok temporarily ceased to operate in the United States, leaving millions of creators unable to access a crucial platform for growth, creativity, and connection.
For users, TikTok isn’t just another social media platform—it’s a communication hub where they can monetize their businesses and connect with audiences across the world.
And for many, TikTok is their livelihood.
The platform’s algorithm makes going viral an opportunity for creators at every level and provides smaller businesses with an opportunity to reach millions of potential customers through trending content, creative campaigns, and authentic storytelling.
Kit’s social media manager, Thom Gibson, says:
“It’s wild how much revenue creators drive from affiliate income by promoting items in the TikTok shop. Creators who’ve mastered compelling video can easily earn over five figures per month, which is an amazing business model… until the app disappears overnight.”
With TikTok’s future still uncertain, here are the key impacts for creators if TikTok were to disappear for good:
- Loss of income: Creators with sponsorships and monetized channels will see a loss of revenue.
- Community disruption: Due to dispersion, creators will face the challenge of reconnecting with audiences on different platforms.
- Marketing challenges: Creators will need to spend time and resources adjusting their marketing strategy to rethink how their content fits into new platforms.
- Increased competition on other platforms: If TikTok leaves the app store permanently, the competition for reach, impressions, and engagement on other platforms will be fiercer.
- Missed trends: TikTok’s fast-paced, trend-driven nature allowed creators to capitalize on cultural moments. Replacing this dynamic marketing channel will be challenging.
New risks for creators on social media
The TikTok ban comes amid broader turbulence in social media.
Meta’s fact-checking removal exposed the vulnerabilities of relying too heavily on social platforms to connect with audiences, and X’s continued struggles with content moderation have seen users report over 224 million accounts and Tweets — a 1,830% increase since the second half of 2021 with only 11.6 million reports.
With social media shifting, this exposes creators to new risks:
Platform dependency
Platforms like TikTok, X, and Meta have proven volatile. Shifting policies, algorithm changes, and even outright bans leave creators exposed. The TikTok outage and potential ban underscore the dangers of building a business that relies on a single platform for income, engagement, and visibility.
Decreased authenticity and accountability
Meta’s removal of fact-checking has sown distrust, while X’s moderation challenges reveal the limitations of social platforms in maintaining safe and reliable environments. This decline in accountability can impact creators’ reputations and audience relationships.
Unreliable algorithms
Constant algorithm changes derail creators’ strategies, limiting organic reach and forcing them to spend more on ads to maintain visibility. This instability often leaves creators playing a costly guessing game to stay relevant.
Impacted by the temporary TikTok ban? Here’s what you can do next
Whether TikTok will remain operational long-term in the U.S. remains unclear. However, the disruption also offers an opportunity to diversify, innovate, and strengthen creator businesses beyond a single platform.
Leverage alternative video platforms
While TikTok’s absence would be challenging, platforms like YouTube and Instagram Reels offer powerful alternatives. Each platform has unique features that creators can use to their advantage.
For example, creators like Ali Abdaal have built their audiences on YouTube by focusing on long-term value content and turning videos into a steady source of income by directing audiences to his email list.
“I think if you want to sell anything to your audience, having your own email list is one of the absolute best channels—probably the single best channel—you could possibly have to sell something to your audience. Because when you have your own email list, you can contact them. They’ve opted into it.
Our email list is way more powerful than having a social media audience, and I would rather have a 500,000 email list than 5 million YouTube subscribers.” – Ali Abdaal, YouTuber, entrepreneur, and published author.
YouTube Shorts also offers excellent searchability and content longevity, making it ideal for evergreen content that generates views long after posting.
For commerce-focused creators, Instagram Reels integrates seamlessly with tools like Shops and Ads, allowing them to connect with followers while driving monetization.
Experiment with different formats and tools
Diversification isn’t just about platforms; it’s also about formats. Creators like Katelyn Bourgoin have successfully blended newsletters and podcasts to diversify revenue streams and grow their brands.
Before TikTok potentially disappears forever, experiment with live videos, blogs, or podcasts to deepen your content strategy, helping you reach new audiences and expand your influence.
Katelyn also leans on the Creator Network, a tool designed to help creators discover, connect, and collaborate to grow their audiences collectively.
By joining, you can recommend other creators to your email subscribers and, in turn, be recommended by others, facilitating mutual audience growth.
“Before, almost all of my list growth came from my personal social media. So if Katelyn doesn’t tweet, the list doesn’t grow. But now, because of the Creator Network, I have amazing opportunities to get discovered.” – Katelyn Bourgoin, marketing entrepreneur.
Prioritize owned channels
Owned channels, like email marketing, offer creators stability and control that social platforms can’t match.
While social media platforms are subject to shutdowns, algorithm shifts, and policy changes, email means your message always reaches your audience, whereas an algorithm buries it.
Creators like Dorie Clark and Justin Welsh use Kit to send personalized email sequences, meaning that each subscriber receives content tailored to their individual needs, helping them build authentic, value-packed relationships that drive meaningful conversations and growth.
“Kit gets complex automations and understands personalization and customization, allowing me to tell the right story to the right person so they’re more likely to buy.” – Justin Welsh, creator and entrepreneur.
By prioritizing owned channels like email, creators can future-proof their businesses, nurture deeper connections with their audience, and maintain control over their growth—no matter what happens with a platform or algorithm.
All it takes is one email to get started.
Use Kit to send emails your audience wants to open. Our newsletter plan is free for up to 10,000 subscribers.
