- TikTok restored services in the US after a 12-hour outage, easing the concerns of some creators.
- Creators rely on TikTok for revenue, from product sales and advertising deals to the app’s affiliate program.
- With the future of TikTok still uncertain, some creators are planning to diversify the way they sell online.
TikTok restored services in the US on Sunday, easing the concerns of content creators and entrepreneurs who make their living off the platform — at least for now.
The platform was down for 12 hours starting late Saturday night and was restored after a Social Truth post by President-elect Donald Trump, who said he would issue an executive order on Monday to delay the ban. TikTok’s future remains unclear, as its China-based parent company ByteDance has so far refused to divest the app as required by law, but for now, the TikTok-driven economy may continue to explode .
“My whole livelihood was on the line this weekend,” Shopping Live host Kimberly Balance told Business Insider. “I’ve never experienced anything like this in all my time as a business owner.”
Balance, which goes by KIMMIEBBAGS, sells luxury goods on TikTok, Instagram and the Whatnot marketplace. Last week, it moved its business from Florida to California to expand its direct-buying operations.
Balance was set to host a six-hour live shopping show on TikTok on Saturday as part of a new live shopping partnership it struck with Reunited Luxury. On Thursday evening, TikTok informed her that her Friday meeting with the platform’s luxury sales manager was cancelled. Her Saturday show was canceled soon after, in a blow to her business’s revenue.
Since its inception in 2023, TikTok’s online marketplace, TikTok Shop, has quickly become a major source of income for creators on the platform. The app also has an affiliate program where creators can earn a commission for sales they help by tagging products in videos or live streams. Creators can also bundle products from different vendors into their profiles for users to search for. TikTok takes a cut of every transaction.
In its April 2024 economic impact report, the company said TikTok “brings tens of billions of dollars to the U.S. economy,” including $15 billion in revenue for small businesses that use the app, supporting more than 224,000 jobs. Business Insider could not independently confirm these internal statistics.
Before TikTok went “dark” on Saturday night, some creators on the platform told Business Insider they were worried the ban could hurt them financially.
In a press release for the social media app Own, one creator, ChalkDunny, said he made more than 60% of his revenue in 2024. Another creator, izzybizzyspider, said in the announcement that TikTok is “the most biggest earner and its biggest platform.”
She warned that app creators should be “prepared to be flexible and adapt quickly.”
Nadya Okamoto, founder of menstrual care brand August, which sells products on TikTok, told Business Insider that she is “relieved” that TikTok is back online. However, she said the continued volatility over the ban prompted her to develop a contingency plan that reduces her addiction to the app.
“I have encouraged my followers to connect with me on platforms like Instagram and YouTube for updates,” she said. “I’m also exploring other affiliate shopping opportunities, like the YouTube Shop, where I’m starting to add purchased products, especially to my skincare-related videos.”
Balance said it plans to change the platforms it does business on, given TikTok’s uncertain future.
“We will probably continue to rely on other channels like Instagram and maybe open a YouTube,” she said. “I think this is just an eye opener for all small businesses that we need to have a diverse way to reach our audience.”
TikTok did not immediately return a request for comment from Business Insider for this story.
