As the potential TikTok ban in the United States draws closer, creators who have built thriving careers on the platform are bracing for a future filled with uncertainty. Joanne Molinaro, better known as @TheKoreanVegan, is one of many influencers facing the possibility of losing her primary source of income.
Molinaro’s journey with TikTok began during the pandemic in 2020 when she posted cooking videos as a creative outlet. One viral video later, she left her career as a corporate litigator to become a full-time content creator. Today, her TikTok account has millions of followers and has helped her publish a cookbook and establish a lucrative six-figure income.
Now, the app’s potential ban threatens to upend her livelihood and those of countless other creators and businesses.
TikTok’s Legal Battle
The US Supreme Court is set to hear arguments on TikTok’s legal challenge to a new law that could force the app to either separate from its Chinese parent company, ByteDance, or face a nationwide ban. The law, set to take effect on January 19, is part of a broader government effort to address national security concerns.
According to the US Department of Justice, TikTok’s data collection practices pose risks that could enable espionage or manipulation by the Chinese government. ByteDance, however, has argued that the law infringes on the First Amendment rights of its millions of American users.
Impact on Creators and Small Businesses
For creators like Molinaro, the potential ban has already caused financial fallout. Sponsors, wary of the app’s uncertain future, are cutting back on campaigns. Molinaro estimates her income from sponsorships dropped by 30% in 2024.
Similarly, influencer Eli Rallo, who gained popularity during the pandemic, worries about the implications of losing TikTok. Rallo has over 1 million followers across social platforms and regularly secures five-figure brand deals on TikTok. “My career simply wouldn’t be where it is today without TikTok,” she says, adding that most of her income comes from the app.
Beyond individual creators, the ban could ripple through the broader creator economy, estimated by Goldman Sachs to reach $480 billion by 2027. TikTok itself reports that US small businesses using the platform could lose $1 billion in revenue, while creators could lose $300 million in just one month if the app is banned.
Shifting to Other Platforms
While platforms like Instagram and YouTube could benefit from a TikTok ban, transitioning is not straightforward for creators. Building an audience and adapting to new algorithms takes time, and success on TikTok doesn’t always translate to other platforms.
“It’s not the same technology, user base, or culture,” says Jess Maddox, a social media researcher. She emphasizes that a ban would disproportionately affect middle-class creators and small businesses rather than just high-profile influencers.
Creators like Molinaro and Rallo are already diversifying their income streams by expanding to other platforms and starting newsletters. However, the uncertainty remains daunting.
“Social media is like building real estate on sand,” says Molinaro. “You never know what’s going to happen.”
The Road Ahead
With the Supreme Court hearing just days away, creators and businesses reliant on TikTok are left in limbo. For many, the platform has been more than a career springboard—it has been a transformative community and cultural hub.
Whether TikTok survives in the US or not, its possible ban marks a pivotal moment for the creator economy and raises broader questions about the future of social media and online business.
