Influence in the United States is undeniable
Preparing for forced expulsion due to security reasons
Earned 21 trillion won through commerce in the past year

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

With 170 million users in the United States, TikTok's influence in the United States is strong. Is it possible for such a platform to be banned?

The answer is yes. India's example shows that this is possible. India permanently banned TikTok in 2020. India, with 150 million TikTok users, permanently banned TikTok along with over 50 Chinese apps, including WeChat, as tensions with China intensified.

The border conflict was a major reason for India's decision, but why is the US trying to ban TikTok?

First, it's about 'security'. US politicians have raised concerns that ByteDance is beholden to the Chinese government and could hand over data from US TikTok users to China.

In other words, US 'national security,' 'data security,' and 'privacy protection' are the official reasons for the TikTok ban.

Another reason cited for the TikTok ban is that TikTok's influence in the United States is 'becoming too great'.

TikTok earned 21 trillion won in commerce last year alone. There is a saying that 'TikTok's competitors are not other social media platforms, but the e-commerce industry'. TikTok's influence in the United States is so great that it is threatening e-commerce.

Facebook, Twitter, and other US companies have been unable to operate or exert any influence in the United States since 2009 due to China's censorship policies. However, the fact that a Chinese company is having such a great impact in the US can be seen as a violation of 'fairness'.

What changes will occur if TikTok is banned in the United States? First, there will be major changes in the US music and entertainment industry.

TikTok has had a huge impact on the music industry. You've likely seen many cases of new artists hitting the Billboard charts through TikTok, and older songs becoming popular again on TikTok and re-entering the Billboard charts.

Recognizing this influence, Billboard even created a 'TikTok Top 50' chart. If TikTok is banned, artists will have to find new ways to promote their music. You might think that Reels and Shorts could take its place, but they have a weaker 'music challenge' culture.

People don't want to upload music challenge videos that are not perfect but fun, especially on Instagram feeds, which demand perfection. Shorts also tend to be more about 'consuming' content than creating it, so it's difficult to expect 'spontaneous dance challenges' on Reels and Shorts. The music market will have to find new marketing methods.

Another change is that the influence of other platforms in the United States, such as Reels and Shorts, will grow as TikTok creators move to those platforms. Other platforms will also offer more 'money,' or rewards, as incentives to attract TikTok creators. The 'creator recruitment war' has already begun, but it will intensify if TikTok is banned.

There is also a high chance that a new short video platform will emerge to take TikTok's place and offer a 'secure' platform. If TikTok is banned, it is likely that other platforms will implement stricter regulations and oversight measures for privacy protection as a warning.

The worst-case scenario for TikTok is that it is banned in the United States and US allies follow suit. Last year, after the US banned TikTok on all government devices, the UK, Australia, and other countries followed suit. If US allies follow suit after the US ban, it will be a major blow to TikTok.

What is the reaction to the TikTok ban in the United States? US TikTok creators and small businesses are protesting against the TikTok ban, arguing that it threatens their livelihoods. However, looking at the reactions of ordinary people through comments on related articles, the comments saying 'I wish TikTok would be banned' have the most likes.

Brandon Hurst (30), who sells plants through TikTok, said, "If TikTok is banned, many small businesses, including myself, will have to close shop. Politicians don't understand that what they're doing isn't just hurting people who call themselves content creators, but also hurting small businesses."

It has also been argued that the TikTok ban is against the First Amendment of the US Constitution, which guarantees freedom of speech. Many Americans are expressing their opinions through TikTok, and the TikTok ban, according to some, would stifle freedom of speech.

As a creator, I have learned a few lessons while watching the 'US TikTok ban crisis' unfold. First, it's risky to rely on just one 'platform'.

This lesson can be learned not just from TikTok, but also from the recent case of 'Twitch's service termination' in Korea. Creators who relied on just one platform are at risk of losing their livelihood overnight.

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

The second lesson, related to this, is that it's time for creators to 'build their own platforms'. In addition to the risk of a platform itself disappearing, creators have always faced the risk of being completely removed from the 'algorithm' and losing their channel.

Social media platforms like Instagram and TikTok should now be seen as 'one of many advertising boards to gather my community', and creators should move towards building their own platforms and directly managing their communities. By doing so, creators can protect themselves and their fans and create sustainable success together.

TikTok's fate is still uncertain. If the bill passed by the House of Representatives passes the Senate and is signed by the president, TikTok's parent company, ByteDance, will have six months to sell TikTok. Otherwise, TikTok will completely disappear from app stores in the US.

TikTok's 'price tag', or company value, is estimated at over $60 billion (about 80 trillion won). The possibility of selling a company worth over 80 trillion won within six months seems unlikely. Therefore, the likelihood of a ban is high, but its fate is still unknown.

TikTok creators need to act quickly until the time of reckoning arrives. It's time to start diversifying platforms and building your own platform and community now.

Past glory may not return. You may not be chosen by the 'algorithm' when you move to another platform. But we need to adapt to constant 'change' and find new ways to 'survive'.

This is a lesson that not just TikTok creators should remember. This is a lesson that we should all remember because 'life's variables' can affect anyone.

Leap can come from crisis. Let's watch together how TikTok and its creators will overcome this crisis.

※ I am the author of this article andan article in the Women's Economy Newspaper.is cited.