The Supreme Court formally upheld a law requiring China’s ByteDance to divest ownership of TikTok or face a ban in the United States. What it means for creators to rely on TikTok.
Related: ByteDance’s “secret sauce” could determine TikTok’s fate in the U.S.
The complete video text is as follows:
Conway Gittens: Tell me what a TikTok ban means for the small businesses and creators who rely on the app?
Nick Volney: One challenge is that many influencers and creators on TikTok are not necessarily using other apps. They haven’t built an audience or built an email list or a customer list or anything like that. Their existence is largely built on TikTok. Their contact information is on TikTok. Therefore, the lack of portability among viewers will cause many of them to suffer. TikTok also has a very unique algorithm. This is an algorithm that is not necessarily built on a social graph. Just like with Facebook and Instagram and other platforms, the content you see is often really relevant to the accounts you already follow. Your friends, your family.
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TikTok’s algorithm is not necessarily structured this way. It’s more like a behavioral algorithm. What you’re watching and what you’re watching now will largely determine what you get served next. It’s very sensitive. That’s why people like it. This is why TikTok is so popular. It has all other social media platforms following suit, quickly pivoting to vertical video, and quickly adapting their algorithms. So ultimately, for a lot of creators who take the time to develop vertical video, especially short-form vertical video, and move in that direction, when they move to other algorithms, they may not be able to easily attract the same audience to other platforms. . The way what they do attracts attention will eventually change fundamentally.
