3 Ways Creators Are Future-Proofing Amid TikTok’s Uncertain Fate

The ongoing threat of a TikTok ban just got more serious.

Today (Dec. 5), a U.S. federal appeals court upheld a law that requires TikTok’s owner, Chinese tech firm ByteDance, to divest itself of the app in the United States by early next year, or face a ban.

Unless the Supreme Court intervenes, the decision leaves TikTok’s fate to President Joe Biden, who must decide whether to grant a 90-day extension of the Jan. 19 deadline before passing it to President-elect Donald Trump on Jan. 20.

It’s not yet clear how the ban will play out for users, creators or brands. But given the uncertainty, creators who rely heavily on TikTok are starting to diversify their content and connect with their communities across new platforms.

Diversifying content

Creators foster a genuine community through entertainment or education. But to remain resilient to platform changes, it’s essential that content doesn’t solely depend on one platform for distribution. Platforms can come and go, like Vine, or change significantly, as seen with X (formerly Twitter).

@scrubhacks Go follow your favorite creators / businesses on other platforms to support them! #tiktokban #nursetok ♬ original sound – Scrubhacks | Lindsey Shelton

Creators must ensure they’re providing value across numerous platforms. For example, a TikTok creator known for sharing business strategies might start forming a community on LinkedIn, or start a Substack to extend their following to other places.

“You should be wanting to get yourself recognized on as many platforms as possible,” said creator Abby Fridman, highlighting the importance of scaling an audience, which can lead to brand partnerships or sales.

Look out for what’s next

As one popular video platform fades away, another emerges. From Vine to TikTok, Instagram Reels, and YouTube Shorts, there are many relevant platforms to reach people with video. Creators should be early adopters, bringing their community and audience to these new spaces with them.

TikTokers might want to repurpose their most viral content for other short-form video platforms. Creators such as Eric Sedeño and Golloria share their content not only on TikTok, but Instagram pages and other video platforms, for instance.