When the Russian government launched a cyberattack against Ukraine and shut down some Western-style social networks, including Instagram, young Russian influencers faced an uncertain future. With millions of followers and a reliance on luxury brands, they were left scrambling to find alternatives. The situation mirrored what could potentially happen to Western TikTokers if TikTok is forced to separate from its Chinese parent company following a bill signed by US President Joe Biden.
ByteDance, the parent company of TikTok, has been given nine months to sell the platform or face a nationwide ban in the US. The extended deadline can be further extended by 90 days once, but ultimately, TikTok may have to be sold. The Chinese government has expressed opposition to a forced sale of the app, citing national security concerns over Chinese ownership. Arguments have been made about potential data privacy issues and propaganda concerns related to the Chinese government.
The possibility of TikTok being banned has been a topic of discussion in the US for years. Former President Trump initially announced plans to ban the app in 2020 but later backtracked. With TikTok’s immense popularity and cultural influence, its potential ban could have significant implications on the social media landscape. Alternative platforms like YouTube and Meta have tried to replicate TikTok’s features, but the unique appeal of TikTok may be hard to replace.
While larger creators may be able to transition to other platforms, smaller accounts that rely on TikTok’s recommendation algorithm could struggle to maintain their audience elsewhere. The looming threat of a TikTok ban has spurred experimentation with other platforms, leading to shifts in content creation across social media. The outcome of the TikTok ban debate will likely have lasting effects on the social media industry.
Meanwhile in Russia, young influencers had no choice but to adapt quickly as Instagram was shut down along with other Western-style social networks due