[Hyung-ju Heo Column] TikTok's US Ban Crisis

TikTok's influence within the US is undeniable.
Forced removal is being prepared due to security concerns.
Earned 21 trillion won through commerce last year.

On March 13, 2024, the US House of Representatives passed a bill banning TikTok. This puts TikTok at risk of being banned in the United States.

With 170 million users in the US, TikTok's influence is immense. Is it a realistic scenario for TikTok to be banned in the US?

The answer is yes. The example of India shows that it is entirely possible. India permanently banned TikTok in 2020. With 150 million TikTok users, India permanently banned TikTok and around 50 other Chinese apps, including WeChat, amid escalating border tensions with China.

While border disputes were a major factor in India's decision, what are the reasons behind the US's attempt to ban TikTok?

First, there are security concerns. US politicians have raised concerns that ByteDance is subject to the Chinese government and that it could potentially transfer data of US TikTok users to China.

In short, US national security, data security, and personal information protection can be considered the official reasons for the TikTok ban.

Another reason being suggested for the TikTok ban is that TikTok's influence in the US is becoming 'excessive'.

TikTok's commerce revenue last year alone reached 21 trillion won. It's said that 'TikTok's competitor is not other social media, but the e-commerce industry.' TikTok's influence in the US is threatening the e-commerce sector, extending beyond just social media.

Due to China's censorship policies, companies like Facebook and Twitter have been unable to operate, let alone exert influence, in the US since 2009. Allowing a Chinese company to gain such influence in the US could be perceived as a breach of 'fairness'.

What changes would occur if TikTok were banned in the US? First, the US music and entertainment industries would undergo significant changes.

TikTok has had a major impact on the music industry, particularly in instances where new artists have reached the Billboard charts through TikTok or older songs have regained popularity and re-entered the charts via the platform.

Recognizing this influence, Billboard even created a 'TikTok Top 50' chart. If TikTok were to be banned, artists would have to explore new ways to promote their music. While platforms like Reels and Shorts could potentially fill the gap, their 'music challenge' culture is relatively weak.

People are less inclined to post fun but imperfect music challenge videos on Instagram feeds that demand perfection. Similarly, Shorts is more of a consumption platform than a creation platform, making it difficult to expect spontaneous dance challenges on Reels and Shorts. The music market would need to explore new marketing strategies.

Another change could be that the influence of other platforms within the US, such as Reels and Shorts, could increase due to the migration of TikTok creators. These platforms might offer incentives, particularly 'money', to attract TikTok creators. The battle for creator recruitment has already begun, but it would intensify if TikTok were banned.

There's also a significant possibility that new short video platforms will emerge. These platforms could potentially replace TikTok while guaranteeing robust security measures. The ban of TikTok could lead other platforms to implement stricter regulations and oversight measures regarding personal information protection.

The worst-case scenario for TikTok would be if it were banned in the US and its US allies followed suit. Last year, when the US banned TikTok on all government devices, the UK, Australia, and other countries quickly followed suit. If US allies were to follow suit after a US ban, it would be a devastating blow to TikTok.

What is the public reaction to the potential TikTok ban in the US? US TikTok creators and small business owners are protesting against the ban, claiming it threatens their livelihoods. However, based on comments on related news articles, the comment 'I wish TikTok would be banned' received the most likes among the general public.

Brandon Hurst (30), who sells plants on TikTok, stated, 'If TikTok is banned, many small business owners, including myself, will have to close shop.' He added, 'Politicians don't seem to understand that their actions are not only harming those they call content creators, but also small business owners.'

It has also been argued that the TikTok ban violates the First Amendment of the US Constitution, which guarantees freedom of speech. Many Americans express their opinions through TikTok, and the ban is seen as a restriction on their freedom of speech.

As a creator, observing the 'TikTok ban crisis' in the US has reminded me of a few lessons. Firstly, relying on a single 'platform' carries risks.

This is not unique to TikTok but a lesson learned from the recent case of Twitch's service termination in Korea. Creators who relied solely on a single platform were suddenly at risk of losing their livelihood.

To minimize this risk, creators need to hedge against it. For example, if they've built a following on one platform, they should encourage their fans to follow them on other platforms as well.

A second related lesson is that it's time for creators to 'build their own platforms.' Beyond the risk of a platform's disappearance, creators have always faced the risk of being completely shut out by the 'algorithm' and their channels dying without warning.

Social media platforms like Instagram and TikTok should now be viewed as 'advertising boards for attracting your own community.' Creators should move towards building and managing their own communities directly. By building and nurturing their own platforms, creators can protect themselves and build sustainable success with their fans.

TikTok's fate is yet to be determined. If the bill passed by the House is also passed by the Senate and signed by the President, ByteDance, the parent company of TikTok's US operations, will have six months to sell TikTok. Otherwise, TikTok will be completely removed from app stores in the US.

TikTok's 'market value' or corporate value is estimated to be over $60 billion (approximately 80 trillion won). The possibility of selling a company worth over 80 trillion won within six months seems slim. Therefore, the likelihood of it being banned seems high, but its fate is uncertain.

TikTok creators need to act swiftly until the time of reckoning arrives. They should start diversifying their platforms and building their own platforms and communities right now.

Past glories may not return. When switching to other platforms, they might not receive the 'algorithm's favor. However, we must adapt to constant 'change' and seek new 'survival strategies'.

This is not a lesson solely for TikTok creators. 'Life's variables' can strike anyone, making this a lesson we all should remember.

Sometimes, leaps occur during crises. How will TikTok and its creators navigate this crisis? Let's watch together.

※ The author of this article is the original writer and an article contributed to the Woman Economy Newspaper.