Connect with us

Net Influencer

Platform

American Creators Say Brands Aren’t Fleeing TikTok Yet, But 14% See Campaign Shifts, Survey Finds 

A recent survey influencer marketing platform Fohr shared exclusively with WIRED provides insight into how American TikTok creators are reacting to the threat of a potential nationwide ban on the app. Fohr polled 200 U.S.-based TikTok creators on its platform with at least 10,000 followers. Half of the respondents rely on influencing as their sole income source. 

A key takeaway is that 62% of creators surveyed do not believe TikTok will be banned in the U.S. by 2025, while 38% believe it will be banned.

American Creators Say Brands Aren’t Fleeing TikTok Yet, But 14% See Campaign Shifts, Survey Finds 

The findings suggest most creators are not experiencing severe concerns about TikTok’s future in America, at least for now. 83% of influencers said their sponsorships from brands have been unaffected since Congress passed a law demanding TikTok separate from its Chinese parent company ByteDance within a year or face a ban.

However, some brands are taking precautionary steps. 7% of creators said a brand had paused or canceled a TikTok campaign they worked on, while 8% said a brand asked to shift a deliverable to another platform or inquired about such a change.

American Creators Say Brands Aren’t Fleeing TikTok Yet, But 14% See Campaign Shifts, Survey Finds 

According to the survey, Instagram appears best positioned to absorb creators’ audiences if TikTok does get banned. 67% of surveyed influencers said Instagram would be the best alternative platform for growing their following, compared to 22% for YouTube.

American Creators Say Brands Aren’t Fleeing TikTok Yet, But 14% See Campaign Shifts, Survey Finds 

Fohr also highlighted the rise of “user-generated content” brand deals on TikTok, where creators make marketing videos that brands can use. 18% of creators cited this model as their largest TikTok revenue stream.

Recent data shows over 11% of U.S. households have made a purchase through TikTok’s e-commerce feature since September 2023, underscoring the app’s commercial impact despite the legal threats.

Avatar photo

David Adler is an entrepreneur and freelance blog post writer who enjoys writing about business, entrepreneurship, travel and the influencer marketing space.

Click to comment

More in Platform

To Top