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Could Influencers Survive a Tik Tok Ban?
Newsweek US|May 31 - June 07, 2024 (Double Issue)
With some content creators able to make good money from views and brand collaborations on the app, losing access to it could come ata high price
- ALICE GIBBS
Could Influencers Survive a Tik Tok Ban?

AS THE POSSIBILITY OF A U.S.ban on TikTok looms, influencers have found themselves grappling with the potential ramifications on their careers and livelihoods.

The video-sharing app-which has 150 million users in the United States is the cornerstone of many influencers' online presence, a crucial avenue for audience engagement and a significant source of income.

But, fueled by concerns over national security, on April 24 President Joe Biden signed into law the bill that started a 270-day clock for TikTok's Chinese parent company Byte Dance to divest their stake in the company, otherwise a U.S. TikTok ban comes into effect. "It's like a stab in the back," said Noah Jay Wood, a content creator and actor with 7.2 million followers for his account @noahjaywood on the app.

"TikTok is the foundation of all of my social media platforms. So without TikTok, I would have never grown on like Snapchat, Instagram, YouTube," he told Newsweek.

According to Influencity, a platform specializing in influencer marketing, the U.S.has an estimated 10 million influencers.

Increasingly, these individuals are forging full-time careers in content creation. Goldman Sachs reports that the creator economy, encompassing such influencers, was estimated to be a $250 billion Industry in 2023 and is projected to hit $480 billion by 2027.

This story is from the May 31 - June 07, 2024 (Double Issue) edition of Newsweek US.

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This story is from the May 31 - June 07, 2024 (Double Issue) edition of Newsweek US.

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