"Looking back, I wish I had encouraged my talent to focus on YouTube Shorts about a year ago - but no time like the present," said Estella Struck, founder of Viviene New York, referring to YouTube's short-form video product. Viviene New York is a marketing agency that works with brands and several TikTok-native creators.
"The creator economy would take a blow, but it wouldn't be fatal," said Jasmine Enberg, VP and principal analyst at EMARKETER. "While over half of US companies use TikTok to work with creators and influencers, TikTok accounts for 17.2% of total spending."
"We're already preparing to diversify by focusing heavily on Instagram, YouTube, and even LinkedIn for short-form video content," Struck added.
"A ban would be crushing for the e-commerce side," said Barbara Jones, CEO of Outshine Talent, highlighting the potential impact on creators and brands that rely on TikTok for income.
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