With TikTok’s U.S. shutdown approaching, fans and creators are scrambling to find new platforms to preserve their digital careers, reminiscent of India’s 2020 ban, which wiped out the app’s presence for 200 million users overnight. The U.S. ban, which has been debated for months, is now a reality, similar to India’s swift action over national security concerns. This abrupt move stripped creators of their primary income source, shattering a thriving digital community.
In India, content creators were forced to rebuild their online presence on platforms like Instagram and newly emerged domestic apps such as Moj and Josh, which saw massive growth. Influencers who managed the transition gained even bigger followings, but smaller creators faced a tougher time. Gaurav Arora, a popular influencer who had 10.8 million followers on TikTok, shifted to YouTube and now has over 11 million subscribers.
As TikTok’s presence was wiped out, platforms like Moj and Josh gained millions of downloads, especially in smaller towns where TikTok had empowered everyday people to become stars. This shift mirrors the current trend in the U.S., where “TikTok refugees” are flocking to platforms like RedNote. However, experts note that the experience on these apps often doesn’t measure up to TikTok, making established giants like Instagram Reels more appealing.
The impact of TikTok’s absence is significant, especially for smaller influencers, as they face challenges in rebuilding their followings. Both in India and the U.S., this disruption leaves a void for micro-influencers who are most affected by these shifts.
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