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The TikTok Ban: How Black Creators and Small Businesses Will Be Impacted

Writer's picture: Keyanna HarperKeyanna Harper

Tiktok Ban

TikTok has redefined the way creators and businesses connect with audiences, offering an unprecedented platform for cultural expression, entrepreneurship, and community building. For Black creators and small business owners, TikTok has been a game-changer, leveling the playing field in industries where systemic barriers often prevail. However, the looming U.S. ban on TikTok, set for January 19, 2025, threatens to dismantle this progress, with devastating implications for Black creators and businesses relying on the platform.


What the TikTok Ban Means for Black Creators and Entrepreneurs


For many Black creators, TikTok isn’t just a space for entertainment—it’s a platform for storytelling, cultural preservation, and economic empowerment. The app’s algorithm allows creators to reach vast audiences organically, a feature that sets it apart from platforms like Instagram or YouTube, where paid advertising often determines visibility.


A 2023 report revealed that TikTok contributed $24.2 billion to the U.S. GDP, with $15 billion coming from small businesses that use the platform to market their products and services. Black-owned brands, in particular, have benefited from TikTok’s ability to amplify their voices and connect with consumers in authentic, cost-effective ways.


Experts predict that the ban could lead to a staggering $1.3 billion loss in revenue for small businesses and creators in just one month. For Black entrepreneurs who already face systemic inequities in funding and exposure, these losses represent more than just financial setbacks—they threaten the dismantling of ecosystems that foster creativity, innovation, and community.


The Cost of Moving to Other Platforms


If TikTok is banned, creators and small businesses will be forced to migrate to other platforms, such as Instagram, Facebook, or YouTube. However, these platforms often prioritize paid advertisements, making it difficult for small businesses with limited budgets to achieve the same level of reach and engagement.


For example, Black-owned businesses have used TikTok to bypass traditional advertising costs by leveraging trends, hashtags, and the platform's For You Page to connect with audiences. Moving to platforms like Instagram would require significant investments in advertising, a luxury that many small Black-owned brands cannot afford.


This shift could also lead to a loss of community. TikTok has become a hub for Black creators to showcase their art, culture, and businesses in a way that feels authentic and accessible. Platforms with higher barriers to entry risk alienating these voices, leaving a gap in representation within the digital marketplace.


Legal and Political Context


White House

The U.S. government has justified the TikTok ban by citing national security concerns over the app’s data collection practices and its ties to China. Critics argue that the ban infringes on free speech, given the platform’s role in amplifying marginalized voices, particularly in the Black community. The Supreme Court recently signaled its likelihood to uphold the law banning TikTok unless it is sold by its China-based owner, ByteDance .


While the national security concerns are valid, the ban raises questions about its broader implications. Black creators, who have used TikTok to challenge systemic inequities and highlight social justice issues, are among those most affected. The platform has served as a tool for cultural empowerment, and its removal could disproportionately silence these voices.


Why This Matters


TikTok’s ban isn’t just a tech or political issue—it’s a cultural and economic one. The platform has provided Black creators and small businesses with a space to thrive, bypassing traditional gatekeepers in media and business. It has empowered a generation of entrepreneurs who use their creativity to build community, promote products, and share their stories.


Losing TikTok means losing a tool that has democratized access to opportunity. It also means that Black creators and businesses will need to find new ways to adapt and innovate in a digital landscape that often prioritizes profit over people.


Moving Forward


As the January 19 deadline approaches, creators and small businesses must prepare for life beyond TikTok. Building a presence on multiple platforms, investing in email marketing, and exploring newer apps with similar organic reach will be crucial. However, these solutions come with their own challenges and costs, further highlighting the need for systemic support for Black-owned businesses and creators.


For now, the focus must be on community resilience and innovation. Black creators have consistently demonstrated their ability to adapt and thrive, even in the face of systemic obstacles. While the TikTok ban poses a significant challenge, it also presents an opportunity for collective action and reimagining digital spaces that prioritize equity and inclusion.


The potential TikTok ban represents more than just the loss of a social media platform—it symbolizes the challenges and inequities faced by Black creators and entrepreneurs in a rapidly changing digital economy. As this story unfolds, it’s clear that the resilience and creativity of Black communities will remain central to overcoming these obstacles and redefining success in the digital age.

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