A potential ban on the popular social media app TikTok in the U.S. is causing concerns for its more than 150 million users and the influencers and brands that rely on the platform. Joshua Smith, an assistant professor at Virginia Commonwealth University, emphasized the significance of this issue, stating, "Everyone who has a stake in TikTok, be that in time, money or social capital, would be affected by an outright ban."
Smith highlighted the impact a ban would have on individual users, noting that they would lose access to their network, social support, and memories stored in their archives. He also pointed out the significant effect on influencers, likening them to small-business owners who rely on engagement for income. Smith mentioned that many influencers are advocating against the ban, urging lawmakers to consider the repercussions on their livelihoods.
In terms of businesses using TikTok for reaching an audience, Smith emphasized the importance of influencers over traditional brand presence on the platform. He explained, "Brands don’t really belong on TikTok; people do. Brands jump on these platforms to get market share, but brands aren’t people – they don’t have a face, per se." Smith highlighted the role of influencers as real and trusted individuals who drive engagement effectively on TikTok.
Reflecting on the potential ban, Smith drew parallels to past social media platform closures such as Vine and Google+, but noted that the scale of TikTok's user base makes this situation unique. He expressed hope that lawmakers would carefully consider the economic and social benefits of TikTok before resorting to an outright ban.
The future of TikTok in the U.S. remains uncertain as the debate continues in Congress, with President Joe Biden signaling his support for the ban if necessary. As discussions evolve, the fate of TikTok and its vast user base hangs in the balance, prompting concerns from individuals, influencers, and brands alike.
