Most US TikTok Creators Don’t Think a Ban Will Happen

🌈 Abstract

The article discusses the impact of the potential TikTok ban in the US on TikTok creators and their marketing partnerships. It presents the findings of a survey conducted by the influencer marketing platform Fohr, which polled US-based TikTok creators with at least 10,000 followers.

🙋 Q&A

[01] TikTok Ban Outlook

1. What percentage of TikTok creators surveyed do not believe TikTok will be banned within a year?

• 62% of the TikTok creators surveyed said they did not think TikTok would be banned by 2025.

2. What are some reasons cited by creators for being skeptical about a TikTok ban?

• Some creators are skeptical that a ban will actually happen, as they have seen previous attempts by the Trump administration and Congress to crack down on TikTok fail.
• One creator said they are "in denial" about the TikTok ban, calling it "ridiculous" and believing the government has "bigger things to worry about."

3. How have brands' marketing activities on TikTok been affected since the new law was signed?

• 83% of creators said their sponsorships have been unaffected.
• 7% said a brand had paused or canceled a campaign they worked on.
• 8% said a brand had asked to shift a deliverable to another social media platform or inquired about such a change.

[02] Impact on Creators

1. How have TikTok creators' video views been impacted?

• 60% of creators said their video views have remained the same.
• 28% said they had seen their views fall.
• 10% reported their engagement increased.

2. Which platforms do creators see as the best alternatives to TikTok if they have to leave the platform?

• 67% of creators said Instagram would be the best alternative for growing their audience.
• 22% cited YouTube as the best alternative.
• Only a small fraction pointed to Snapchat, Pinterest, and other platforms.

3. What are some challenges creators have cited with growing on Instagram compared to TikTok?

• Some creators said it is harder to gain traction on Instagram compared to TikTok.
• One creator noted that Instagram does not offer anything equivalent to TikTok's Creativity Program, which pays users based on views and engagement.

[03] Monetization Trends

1. What is the largest TikTok revenue stream for 18% of creators surveyed?

• The TikTok Creative Challenge, which allows companies to post requests for creators to make marketing videos that brands can then use on their own channels, is the largest revenue stream for 18% of creators.

2. How does this user-generated content (UGC) model compare to traditional brand sponsorships?

• Creators are compensated based on how well their video performs in terms of views and engagement, rather than through traditional brand sponsorship deals.

3. What does the article suggest about the potential for competitors to adopt similar UGC monetization models?

• The article suggests that if TikTok's UGC model proves successful, its American competitors may not be far behind in rolling out their own user-generated content initiatives.