"Creators are always at the mercy of the platform, so ensuring they have a presence in multiple places is critical for longevity," said Nickey Rautenberg, director of content performance at influencer agency HireInfluence. "[On the client side], we almost always have a set of deliverables that doesn't just include TikTok."
"We're not seeing much of a reaction from creators to it," Waller said. "I think that the reality is, there has been turbulence in the past in the U.S. with TikTok - so it's not like this is the first notion of it. So it's just, like, roll with the punches."
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