Set to take effect Jan. 19, the proposed congressional ban of TikTok would’ve ceased the app’s functioning for more than 170 million American users. The move was paused — for now — after an executive order by President Donald Trump the next day. But during the few hours that the platform went dark, we got a glimpse at what may lay ahead for TikTok’s community, from small businesses to lonely teenagers.
Lawmakers and former President Joe Biden pushed forward the ban, a decision that was later backed by the Supreme Court, due to fears that TikTok’s Chinese parent company, ByteDance, has been using the platform to influence and indirectly promote Chinese propaganda, as Chinese law requires the company to help the government gather intelligence. It’s under debate if Trump’s executive order will override an act of Congress, but TikTok remains unavailable to download.
In turn, current TikTokers have lost potential audiences who have yet to join the popular app.
Trump’s block appears to cater to rich investors who see immense potential to profit off the platform — specifically the algorithm that runs it. Commentators have argued Trump’s block of the ban, announced via a notification on the app that featured his name, was a political play to curry favor with voters. It’s easier for the average person to go viral on TikTok — with a For You Page where practically any TikToker can be discovered — than other social media apps.
For nonfamous folks, this rare opportunity presents a huge upside to preserving the platform. Start-up businesses don’t have to be affiliated with conglomerates or industry insiders to reach a wider audience. Across YouTube, Instagram and TikTok, the latter app has the highest engagement rate for micro-influencers with few followers.
TikTok is home to millions of small business owners who utilize the app’s immense reach to promote and sell their products and gain popularity in their respective markets. Small businesses have gone global with the rise of TikTok marketing strategies which draw in new customers and promote lesser-known profiles. Now, a 15-year-old girl crocheting a top in her room could go viral with a trending audio and receive 100 orders immediately after, shipping all over the world.
If the ban ends up going through in the future, these small businesses would lose access to an entire community of potential customers. In fact, TikTok estimated that around $1.3 billion in revenue would be lost in a single month if the app is shut down. TikTok’s U.S. ad revenue is expected to hit $11.01 billion in 2024.
TikTok is a culture, a community. In fact, aside from TikTok small businesses, slang — or brain rot — the app has offered a place where subcultures can thrive. Its distinctive algorithm is trained to one’s particular interests, so if a person is passionate about a niche hobby, the platform will curate content tailored to them. Book lovers can join BookTok, where they can recommend new releases by their favorite authors. FitTok inspires fashion trends worldwide. Through this communal space, TikTokers have formed genuine connections by discussing shared hobbies and pop culture to the beat of a Billboard Hot 100 hit.
When I was in the thick of my senior-year search for universities to apply to, I looked to TikTok for advice. After a quick search, I stumbled across a student at GW who filmed a tour of the Foggy Bottom Campus. They were honest about the various pros and cons of the University because they had been in my shoes before. Without TikTok, I would have never heard a first-hand perspective of what it is really like to attend GW. The video helped me to visualize life in college beyond the glossy brochures.
Losing TikTok would smother the United States’ entrepreneurial spirit and erase opportunities to forge virtual friendships. It means letting a network of people like us slip between our fingers — a community that can encourage new ideas, discourage bad ones and make our generation recognize that we’re not alone.
Ava Hurwitz, a first-year majoring in international affairs, is an opinions writer.