It’s true that a US TikTok ban would be catastrophic for stateside creators. Yet, nobody has really considered how the ban would UK TikTok creators.
However, a new article by The Information suggests that a TikTok ban could compromise UK creators’ audience size and brand deals.
British talent managers in London told The Information that Americans make up a large portion of UK creators’ audience. Reportedly, their audience size ranges from 20% to over 40%.
These talent managers also claim that US audiences are a primary reason why brands want to work with UK-based TikTokers. As The Information put it, the banning of TikTok could mean that UK creators lose their “leverage” with potential advertisers.
In an interview with the outlet, talent manager Jonny Davies said that the looming ban is delaying the deal-making process between creators and advertisers. In addition to this, he noted that a rising number of contracts are including clauses related to posting on other apps and renegotiating the terms of the contracts.
“UK audiences are watching US creators,” he said. “If you go onto a platform and you’re not seeing the creators you like, will you go elsewhere?”
Meanwhile, Devran Amaratunga Karaca, CEO and co-founder of Kyra told The Information that the influencer marketing agency had switched its focus and is analyzing more Instagram videos. He also noted that 90% of Kyra’s campaigns now involve various social media platforms in various locations.
If you’re a creator in the UK, it might be a good idea to prepare yourself for a loss of your audience if the ban goes ahead. But it’s not all bad news. Karaca also suggests that “with fewer U.S. influencers in the mix, the U.K. could solidify itself as one of the dominant content hubs on TikTok. If the U.S. presence diminishes, that attention has to shift somewhere.”
Even if this turns out to be accurate, it might be a good idea to diversify your content creation on other platforms. For help on choosing the best TikTok alternative, check out our guide here.
