Whether the US TikTok ban goes ahead or not, the conversation has spooked marketers, as it’s now become difficult to imagine the marketing space and the creator economy without it.

After experiencing four-and-a-half hours of questioning at a US congressional hearing last week, TikTok CEO, Shou Zi Chew, tirelessly gave evidence in defence of TikTok as the app was criticised by Congress.

Although an ongoing issue, the marketing industry may have to imagine a world without TikTok. But as marketers do best, they must prepare.

If the ban goes ahead in the US or anywhere else, as it did in India, the influencer marketing industry would take a huge hit, with millions of creator’s livelihoods being impacted as one of their top platforms is taken away.

The use of e-commerce through TikTok Shop would become non-existent, which would have huge consequences on businesses, as shopping on the platform has become hugely successful. Two out of three users are likely to buy something while on the platform, with 50% of TikTok users having bought something after watching a TikTok LIVE.

Users would also lose their most engaging app – TikTok takes the top spot for most engaging social media app, with an average user session of 10.85 minutes. If banned in the US, 150 million users who spend an average of 75 minutes per day on the app will be disappointed.

Creators could lose their home

Content creators would see a direct impact on their careers if TikTok was taken away from them, as for many it is seen as a home of creativity.

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