Creators lobby Washington to keep TikTok in the US
As talk of a TikTok ban in the US escalates, the debate has reached a pivotal moment. The US Supreme Court recently considered arguments over a law mandating TikTok’s parent company, ByteDance, to sell its US operations by January 19, 2025, or face an outright ban. Speculation swirls around potential buyers, including high-profile names like Elon Musk. While this law underscores national security concerns, its ramifications go far beyond policy debates, potentially disrupting the livelihoods of millions of creators, small businesses, and the 170 million monthly active users in the U.S. who rely on TikTok as an indispensable tool for connection, creativity. , and income.
However, behind the headlines are real people whose livelihoods are deeply intertwined with the platform. One of those individuals is Cassie Sorensen, a stay-at-home mom who turned her creativity into a lucrative income stream. For creators like Cassie, losing TikTok isn’t just about switching platforms — it’s about losing a cornerstone of her livelihood and identity.
Cassie’s Success Story
Cassie Sorensen’s journey began modestly. She initially used TikTok to promote her small business, sharing relatable and authentic content that resonated with her audience. Over time, she transitioned to posting tips for other small business owners to grow through social media. Lately, Cassie has been focusing more on TikTok Creative Challenge Program (TTCC)a user-generated content platform where creators work with brands to produce sponsored videos that are posted on the brand’s social media accounts.
Last year Cassie earned $150,000 producing TikTok ads for brands like IKEA, Walmart, Microsoft, Estée Lauder, Crocs, Stanley and TurboTax. She closes about 20 brand deals a month through TTCC, making her income not only significant but sustainable: “It would be devastating,” she said of TikTok’s potential ban. “I’m a stay-at-home mom and this platform has allowed me to provide for my family in ways I never thought possible.”
IN 2024, Sorensen partnered with brands like Estée Lauder, Microsoft and TurboTax to create ads for … [+]
Beyond monetization: TikTok as a resource
For Cassie (@smallbizcassie, 198k followers), TikTok is more than just a source of income. “I go to TikTok to be entertained and educated,” she explained. From travel recommendations for her family vacation in London, to daily life insights, TikTok has become an integral part of her daily routine. The platform’s unique algorithm and community have allowed it to connect with people and brands it might never have reached otherwise.
The challenges of diversification
Critics often suggest creators simply “move to another platform,” but as Cassie points out, it’s not that simple. Building an audience on TikTok as of 2021 has required years of effort and persistence. Moving to platforms like YouTube comes with challenges, from mastering a different algorithm to creating content tailored for a different audience and platform. Creators must also contend with lower engagement rates on unfamiliar platforms, a lack of immediate monetization tools, and the difficulty of replicating TikTok’s unique community-driven discovery features. For many, the emotional scale of starting over—rebuilding trust, audience loyalty, and momentum—adds another layer of complexity.
“If TikTok were to get banned, my next step would be to focus more on YouTube, both short and long videos,” Cassie said. She’s already experimenting with evergreen content, noting that her five-minute video has generated promising viewership. But even as it diversifies, uncertainty looms large. “It’s really hard when the platform doesn’t pick up your video for some reason,” she added. Algorithms on platforms like YouTube and Instagram can feel unpredictable, making success feel more like a gamble than a guarantee.
Sorensen and the creators in Washington DC in 2024
Advocacy in Action
Cassie isn’t just passively watching these arguments unfold. In March 2024, she traveled to Washington, DC, to defend the platform that has transformed her life. Her journey underscores the broader implications of a potential ban — not just for creators, but also for small businesses, educators and everyday users who rely on the app for discovery, learning and connection.
The wider implications of banning TikTok
Cassie’s story of building a life on TikTok is one of thousands. TikTok has democratized content creation and monetization, allowing creators from diverse backgrounds to thrive. A ban would disproportionately affect micro-creators who have invested in the platform for years, compared to larger creators who have had the tools and support to build a diverse following and business across multiple media platforms. social.
As the future of TikTok hangs in the balance, Cassie’s journey serves as a powerful reminder: behind every viral video or sponsored post is a real person, building a life on the opportunities the platform offers. The stakes of a TikTok ban extend far beyond the app itself — it reaches into the homes, dreams and futures of countless creators like Cassie.
gratitude
A special thanks to Jean Luo and Cassie Sorensen for their insights and contributions to this discussion.
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