
The “blackout” of TikTok in the US, a shock for European creators?
TikTok is running out of time in the United States and this Sunday it could lower the blinds beyond the seas if the Supreme Court does not agree to grant a grace period to the social network and delay the application of the federal law aimed at banning the ByteDance subsidiary on US soil.
If a TikTok “blackout” actually occurs in the United States on January 19, Among the greatest victims would be the creators based in the North American country who in recent years have amassed millions of followers on this social network. and that they are currently urging their large communities of “followers” to continue providing them with support on alternative platforms such as Instagram, YouTube and Snapchat and also the Chinese apps RedNote and Lemon8.
American TikTokers have always had a lot of weight on TikTok, where viral trends born in the heat of this platform often carry their signature. And the ban on TikTok will inevitably weaken their position as creators (no matter how much they take their “followers” and their content elsewhere). However, The influence that American TikTokers will lose with the closure overseas of the application that once catapulted them to fame could be transferred to European creators.
With the closure of TikTok in the United States Influencers from the old continent will probably have an easier time making themselves heard among the crowd on this social network.l, where its contents have until now been to a certain extent overshadowed by the contents of its colleagues based in the United States.
European creators could also develop new creative approaches to interact with their fans in the future. And this will ultimately translate into a greater diversity of content that makes its way on TikTok and also in a strengthening of the relationships of European TikTokers with their local audiences, says Marlon Giglinger in an article for horizon.
The “blackout” of TikTok in the United States could make European creators shine brighter
The disappearance of TikTok in the United States could also lead to topics particularly relevant to Europe (local lifestyle trends and sociopolitical debates) taking on greater prominence on ByteDance’s social network.. The content born from the work of European creators could become an alternative to the content of American TikTokers, which is often very focused on entertainment, and have a major impact on the “creator economy” on the old continent.
In any case, the blackout of TikTok in the United States will not only bring under its arm potentially very important changes in the content disseminated through this social network, but also in the platforms most widely used by users (and also by the creators). In India, where TikTok was banned in 2020, creators quickly took refuge on alternative platforms such as Instagram and YouTube. These two social networks will foreseeably benefit from the “blackout” of TikTok in the United States, as will Lemon8which like TikTok is also a subsidiary of ByteDance (which could also put it in the crosshairs of the US authorities) and RedNoteanother app from China whose downloads have seen a meteoric rise in recent days on the other side of the pond.
The ban on TikTok in the United States will also have far-reaching consequences for those advertisers who give a lot of importance to alliances with influencers in their “marketing mix.” Those brands that have so far successfully implemented large international influencer marketing campaigns on TikTok will probably take refuge (at least in the short term) on Instagram and YouTube. But for those advertisers focused mainly on the European market, TikTok could gain renewed appeal for their campaigns with influencers, as they will be able to do without those creators who, although equipped with a great international reach, nevertheless have a rather limited presence in the markets where they operate.
On the other hand, it should be taken into account that The decrease in the global reach of creators who work professionally on TikTok could translate into a decrease in the rates of European Tiktokers (which will be a relief for European brands, whose campaigns are in any case much more local in nature).
The eventual ban of TikTok in the United States will soon throw a wrench in the “creator economy” on a global scale, but for European creators it could simultaneously represent a historic opportunitysince they will have an easier time giving wings to their own trends on the ByteDance social network (which will obviously be more likely to go viral) and be more creatively innovative, Giglinger concludes.
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