TikTok, one of the most popular social media platforms globally, is facing a potential ban in the United States. The Supreme Court is preparing to uphold the removal of TikTok from Apple and Android app stores unless its parent company, ByteDance, sells its US operations by January 19. This drastic move has sparked debates about free speech, with TikTok and its content creators arguing that the ban would infringe on the rights of its 170 million American users. On the other hand, the US government contends that ByteDance’s ties to China present a national security risk, claiming that the platform could be used for espionage and political manipulation. Former President Donald Trump, who has long advocated for a TikTok ban, has urged the Supreme Court to delay its decision, hinting at his possible return to the White House as a factor in shaping future policies.
Potential Buyers Emerge
Amid this uncertainty, there are reports of potential buyers for TikTok’s US operations. According to Bloomberg News, Chinese officials are considering Elon Musk, the CEO of Tesla and SpaceX, as a prospective buyer. Meanwhile, YouTube sensation MrBeast, known for his philanthropy and viral videos, has expressed interest in purchasing TikTok to prevent its removal. These developments have fueled speculation about the platform’s future and the broader implications for the global social media landscape.
The Impact on Ethiopian TikTok Creators
A Local Scene with Global Connections
While Ethiopian TikTok creators primarily cater to a local audience, their reach and financial support extend far beyond the country’s borders. A significant portion of their fanbase comes from the Ethiopian diaspora, particularly in the US. This group not only engages with content but also provides vital financial support through gifts, donations, and brand collaborations. For many creators, these diaspora communities are integral to their growth, visibility, and income.
Financial Risks for Live Streamers
Live streaming has become a cornerstone of content creation for many Ethiopian TikTokers, offering an interactive platform to connect with audiences. From late-night gaming sessions to comedic skits, these live streams rely heavily on the financial support of viewers abroad. If the US ban goes through, creators may lose access to a significant portion of their audience, resulting in reduced income and diminished growth opportunities.
Creator Perspectives
Minimal Impact on Verified Creators
Hermela Medfu, a prominent Ethiopian TikToker and winner of the 2024 Ethiopia TikTok Creative Award for Funniest Female Comedian, is optimistic about the platform’s potential challenges. “The TikTok Creator Fund, which pays based on engagement and views, is not widely accessible for Ethiopian creators since many haven’t verified their accounts,” she explains. Instead, creators generate income through brand collaborations and live streaming. Hermela believes this reliance on alternative revenue streams may cushion Ethiopian TikTokers from the full impact of the US ban.
The Rise of Late-Night Live Streaming
Many Ethiopian creators have embraced live streaming, particularly during late-night hours, to foster deeper connections with their audiences. Beyond the fun and games, these sessions are an opportunity to build trust, grow visibility, and secure financial support from viewers abroad. However, the absence of the US-based diaspora could significantly hinder these efforts, leaving many creators struggling to maintain their presence.
Diversified Content Strategies
For some, the potential ban poses less of a threat. “It won’t have any effect on us since we focus solely on brand collaborations,” said Kiduskal, a comedian on TikTok known for her engaging team-based content. This approach highlights the importance of diversifying income sources to reduce dependency on a single platform or audience segment.
A Changing Social Media Landscape
As the TikTok ban looms, many US users are transitioning to alternative platforms like Red Note, a Chinese app blending short-form video, e-commerce, and lifestyle content. While primarily popular in China, Red Note has gained traction among young Americans and Ethiopian diaspora users, who see the app as a viable alternative to sustain their connection with creators.
With its unique mix of video-sharing, trending topics, and live-streaming sales, Red Note offers features that resonate with creators and audiences alike. The app’s rapid growth—700,000 new users in just two days—signals its potential as a replacement for TikTok if the ban materializes.
Ethiopian Creators Exploring Alternatives
Ethiopian creators are increasingly aware of the need to expand their presence beyond TikTok. Platforms like Instagram, YouTube, and now Red Note are seen as critical tools for maintaining audience engagement and financial stability. This shift not only helps safeguard their careers but also allows them to tap into new markets and opportunities. Hermela, reflecting on the potential ban, emphasizes the importance of adaptability in the fast-changing social media landscape. “TikTok is the most effective platform to quickly reach a wider audience and build fame,” she notes. However, she advises creators to avoid over-reliance on a single platform and to focus on authenticity and consistency as the foundation for long-term success.
The potential TikTok ban in the US has sparked global discussions about digital platforms, privacy, and the role of social media in modern society. For Ethiopian creators, the stakes are high, but so are the opportunities to adapt, innovate, and thrive in an increasingly interconnected digital world. As new platforms emerge and audiences shift, the resilience and creativity of Ethiopian content creators will undoubtedly play a vital role in shaping their future success.
