TikTok Is Silent About How Creators Should Prepare for a Potential Ban but Talent Agencies Are Setting up Their Playbooks

The potential TikTok ban might leave casual users frustrated as they look for ways to enjoy funny animal videos or explore the latest book series. However, content creators and their agencies are working to expand their reach beyond the platform, investing in newsletters, podcasts, and establishing their authority in their niche.

ADWEEK reached out to five talent agencies who work with TikTok creators. Many said that their TikTok reps had gone silent about what the ban means for creators, only offering existing public-facing statements. Specifically, these agencies said that they had questions about the TikTok Creator Program and brand partnerships that include TikTok videos.

Because of the radio silence, agencies said that it’s wise to start plans in moving content and businesses elsewhere in case the platform ceases operations.

“There is always the possibility that a platform could get banned, that it could go away, that it shuts down, that you lose your account,” said Kahlea Wade, CEO and founder of influencer agency Alora Society.

Move content elsewhere

Instagram and YouTube are likely to be the biggest winners of a TikTok ban, said Christian Brown, CMO and co-founder of influencer marketing management platform Glewee.

“If something were to happen, make sure your link in bio and all your links are the same,” Brown said.

YouTube, in particular, provides options for both short-form and long-form content, allowing creators to experiment with different styles.

“I think no matter what, everybody is going to go to YouTube Shorts because YouTube Shorts is a fantastic way to grow a YouTube channel,” said Brown.

Snapchat is another platform where creators are experiencing growth and revenue opportunities. “A lot of people are using it, and I didn’t realize how much money people were making on it,” she said.

Lylybell Zapata, director of creative operations and project management at Society18, said that once a creator reaches a certain number of followers, ads are placed in their Snap Stories, generating revenue from the views. “And then you’ll get an ad, and they’ll get points from that ad. And then when they get points, they can cash out for money,” she said.