What a potential TikTok ban could mean for creators

TikTok is under pressure in the United States after President Biden signed legislation forcing its parent company, ByteDance, to divest its operations or face a US ban. LTK Co-Founder and President Amber Venz Box joins Wealth! to discuss the implications of this development.
Venz Box acknowledges that platforms tend to "come and go in popularity," and this potential TikTok ban should prompt content creators to shift their focus toward a longer-term strategy. She emphasizes that creators are striving to diversify their audience and determine their "home base" to reach viewers consistently.
Venz Box highlights TikTok's unique approach to creating "interest-based feeds" rather than "community-based feeds," which has been "at their core." This innovation has prompted creators to post their content across multiple platforms as more social media platforms adopt this style, recognizing that "you don't know which algorithm is gonna pick it up."
"I do hope that TikTok can find a home," Venz Box tells Yahoo Finance. "I think that it can be really challenging for a future owner because, candidly, the secret sauce is the algorithm, and [ByteDance] has discussed that it's not for sale."
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