Beyond American Borders: The Ripple Effect of a US TikTok Ban on African Creators

The rumblings of a potential US ban on TikTok have sent shockwaves through the social media world. A bill advocating for a potential prohibition of TikTok, the social media platform owned by China’s ByteDance, is advancing to the House floor and has garnered the endorsement of President Joe Biden.

The talk to ban TikTok in US has been going on for months. Exactly a year from now, the United States of America under the Biden administration requested Chinese internet giant, ByteDance, to sell TikTok or risk facing an outright ban in America. Under the Trump administration in 2020, Bytedance was forced to consider selling TikTok. Under the Trump administration, the President signed executive orders banning Chinese-owned TikTok operations in the country in 45 days if it was not sold by ByteDance.

As per the latest available data in 2024, TikTok has 1.7 billion registered users and is predicted to reach 2.13 billion in 2025. Out of this number of users, United States has the most TikTok users at over 150 million Americans on the platform

While the focus is often on American influencers, the impact would also be felt by a vibrant and rapidly growing community – African TikTok creators. Here’s a closer look at the potential consequences for these African digital stars:

Limited Exodus, Localized Growth:

Unlike their American counterparts, a complete US ban wouldn’t necessarily force a mass exodus for African creators. TikTok has invested heavily in Africa, establishing its first office on the continent in Kenya in 2023. It has also created a $1.49 million fund to empower local small and medium enterprises (SMEs) provide loans, grants, training and mentorship to Kenyan entrepreneurs using TikTok to showcase their businesses. This suggests a commitment to the African market, which could lead to continued growth and opportunity for local creators despite a US ban.

Thriving on Regional Alternatives:

Africa already has established video-sharing apps like MX TakaTak (developed by the creators of SHAREit) and Likee, popular in North Africa and the Middle East. These platforms could see a surge in African creators and users seeking an alternative to a banned TikTok. This could lead to a more regionally focused creator landscape, catering specifically to African audiences and trends.

The Challenge of Monetization:

While regional alternatives might offer a platform for expression, replicating the monetization opportunities of TikTok might be difficult. The US ban could limit access to brand deals with American companies, a significant source of income for some creators. African creators would need to focus on building partnerships with local and regional brands, potentially leading to slower revenue growth.

The Double-Edged Sword of Content Moderation:

A US ban might lead to stricter content moderation policies on TikTok globally. While this could address concerns about safety and privacy, it might also stifle the creative freedom that many African creators enjoy. This could force them to adapt their content or explore alternative platforms with looser regulations.

Spotlight on Local Languages and Talent:

With a reduced focus on American trends, a potential ban could inadvertently benefit African creators. Local languages, music, and humor could take center stage, fostering a more authentic and culturally relevant creator landscape. This could lead to a unique African identity on video-sharing platforms, attracting a global audience interested in these diverse perspectives.

The Need for Collaboration and Skilling Up:

African creators could leverage the situation to collaborate and build a stronger regional content ecosystem. Sharing best practices, content creation techniques, and audience engagement strategies would be crucial for mutual growth. Additionally, creators could invest in skill development, exploring video editing, storytelling techniques, and potentially branching out to other content formats like podcasts or live streams.

The Unpredictable Future:

The ultimate impact of a US ban on African creators depends on various factors. The specific content moderation policies of a banned TikTok or the rise of regional platforms would be crucial determinants. However, one thing is certain: African creators are a resourceful and adaptable bunch. They will likely find innovative ways to continue creating, connecting with audiences, and potentially even carving out a unique space in the ever-evolving world of social media.