Chicago-Area Influencers Bracing for Financial Hit After TikTok Ban
Cori Hanna is preparing for her income to be cut in half.
The 29-year-old Elgin influencer posts recommendations of food and things to do around Chicago on her account @coriinthecity. She made around $110,000 last year from TikTok and Instagram partnerships.
But she is one of many young TikTok users in the Chicago area who say they’ll be left floundering if and when the popular video sharing app is banned in the United States on national security grounds.
"This is something to be serious about," Hanna said. "I know people are wanting to roll their eyes when we get upset about a potential ban, but it really is that big of a deal."
The U.S. Supreme Court upheld a law that would require the app to be sold or banned. TikTok’s Chinese parent company, ByteDance, is required by law to divest in the company by Sunday for the app to be allowed in the U.S. But a sale hasn’t gone through yet, and a Democrat-led initiative to extend the deadline was blocked by Sen. Tom Cotton, R-Ark., chair of the Senate Intelligence Committee.
President Joe Biden said he wouldn’t enforce the ban, leaving that decision to President-elect Donald Trump, who takes office the day after the ban is set to go into effect.
The Washington Post reports that Trump is mulling an executive order that would suspend enforcement of the ban to negotiate a sale, but it’s unclear if such an order would survive legal challenges. And TikTok announced on X, formerly Twitter, late Friday that the app would "go dark" for its 170 million U.S. users on Sunday if the Biden administration didn’t step in.
Influencers’ Worries
Young people have flocked to the app in recent years, with 60% of its users born between 1996 and 2012, according to digital marketing and media company Wallaroo. Among them are users who’ve parlayed their TikTok accounts into careers through deals with brands that pay them to promote their products. Users also can get paid for videos with high numbers of views.
Hanna, who partners with brands like Wella Professionals shampoo and Lime scooters, said it’s tough to tell how much money she’d be losing if the ban goes into effect, but she’s preparing for a significant hit to her income.
"Let’s say I have two jobs. It feels like I’m losing one of them," said Hanna, who has 222,000 followers on TikTok and 68,000 on Instagram. "I just want people to understand that TikTok isn’t just an app. Now I can’t imagine life without it."
Focusing on Instagram
Kaylee Beevers, a content creator from Little Italy, is bracing for the banning of TikTok by focusing on Instagram. "It’s the only way we can excel fast right now," she said. "You’re not gonna make $400,000 right out of school, but when you’re a content creator you can."
Beevers, 29, posts recommendations for events, bars, restaurants, and shops and has affiliate links for White Claw and Mazda.
Preparing for the Worst
Sydney Converse, 27, who lives in River North and has more than 142,000 TikTok followers, posts lifestyle and beauty content and earns commission from TikTok Shop, the app’s marketplace. Once the ban appeared imminent, she worked to increase her Instagram following and considered similar apps like Lemon8 and the Chinese app RedNote as a last resort.
But if the ban goes through, her following will largely be gone.
"It’s key to reduce reliance on one platform," she said. "You don’t want to put all your eggs in one basket."
Conclusion
As the ban looms, many young influencers like Hanna, Beevers, Converse, and others are bracing for the impact on their careers and finances. While some are trying to diversify their social media presence, others are reevaluating their reliance on TikTok.
For these influencers, the ban is not just a threat to their careers, but also a disruption to their personal lives and relationships with their audience.
FAQs
- What is the reason behind the ban?
The ban is due to national security concerns over TikTok’s Chinese ownership. - What is the deadline for the ban?
The ban is set to go into effect on Sunday, but it’s unclear if it will be enforced. - How will influencers be affected?
Influencers who rely heavily on TikTok for their income and audience engagement may face significant financial and professional setbacks. - What are the alternatives to TikTok?
Influencers are considering diversifying their social media presence across platforms like Instagram, YouTube, and other niche apps.
