TikTok Is Silent About How Creators Should Prepare for a Potential Ban but Talent Agencies Are Setting up Their Playbooks

The potential TikTok ban might leave casual users frustrated as they look for ways to enjoy funny animal videos or explore the latest book series. However, content creators and their agencies are working to expand their reach beyond the platform, investing in newsletters, podcasts, and establishing their authority in their niche. ADWEEK reached out to five talent agencies who work with TikTok creators. Many said that their TikTok reps had gone silent about what the ban means for creators, only offering existing public-facing statements. Specifically, these agencies said that they had questions about the TikTok Creator Program and brand partnerships that include TikTok videos. Because of the radio silence, agencies said that it's wise to start plans in moving content and businesses elsewhere in case the platform ceases operations. "There is always the possibility that a platform could get banned, that it could go away, that it shuts down, that you lose your account," said Kahlea Wade, CEO and founder of influencer agency Alora Society. Move content elsewhere Instagram and YouTube are likely to be the biggest winners of a TikTok ban, said Christian Brown, CMO and co-founder of influencer marketing management platform Glewee. “If something were to happen, make sure your link in bio and all your links are the same,” Brown said. YouTube, in particular, provides options for both short-form and long-form content, allowing creators to experiment with different styles. “I think no matter what, everybody is going to go to YouTube Shorts because YouTube Shorts is a fantastic way to grow a YouTube channel,” said Brown. Snapchat is another platform where creators are experiencing growth and revenue opportunities. “A lot of people are using it, and I didn't realize how much money people were making on it,” she said. Lylybell Zapata, director of creative operations and project management at Society18, said that once a creator reaches a certain number of followers, ads are placed in their Snap Stories, generating revenue from the views. “And then you'll get an ad, and they'll get points from that ad. And then when they get points, they can cash out for money,” she said. Plus, posting on Instagram, Snapchat, and YouTube helps creators better understand their audience. “If you're going to spend your time elsewhere, and there's another platform that you want to take on, double down on what's already working for you on the other platforms,” said Alora Society's Wade. Building your own brand A personal brand is essentially how a creator wants others to perceive them. For example, a creator who frequently posts videos on TikTok reviewing clothing can take steps to establish themselves as a leader in fashion trends. Establishing this reputation in a specific niche beyond TikTok is essential if the ban happens. This helps creators be viewed as a thought leader and not solely a TikToker, said Wade. “I'm constantly drilling into their minds [to] focus on your personal brand, not just growing a social media account online,” said Wade. "How are you creating a career out of your name, image, and likeness that goes beyond a certain platform?" Own your audience Many people mistakenly believe that TikTok creators own their audiences. That's not true. Platforms can disappear or be banned at any moment. Creators must find tools and strategies to own their audiences, ensuring that regardless of what happens to a social media platform, they still have a way to connect with their followers. One way to do that: Repurposing social content to a website or newsletter, said Pamela Zapata, founder and CEO of influencer management and marketing agency Society18. “Having a mailing list on a newsletter is money because you own all of that—you own the eyeballs,” Zapata said. “If you can find a way to repurpose your content onto your website, I feel like that is key."

Influencers & Creators

TikTok Is Silent About How Creators Should Prepare for a Potential Ban but Talent Agencies Are Setting up Their Playbooks

Instagram and YouTube are likely to be the big winners, said experts

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