TikTok fans in the US are racing to secure alternatives and safeguard their digital empires ahead of a looming shutdown on Sunday, evoking the chaos of India's 2020 ban that erased the app from the lives of 200 million users overnight.
The disruption forced content creators to rebuild their followings and businesses on new homegrown apps and established platforms such as Meta-owned Instagram, which emerged as a big winner of the ban. While top influencers successfully made the switch and even expanded their audiences, smaller creators struggled to achieve the same success.
'I used to earn between 100,000 and 200,000 Indian rupees ($1,155 to $2,310) per month on TikTok,' said Arora, who shifted to platforms such as YouTube where he now boasts 11.3 million subscribers.
'TikTok in India catered to every demography and every type of user, not just tier-1 cities. That's why other applications like Moj were quickly able to take advantage of the ban,' said Priya Adivarekar.
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