A lot is brewing in the social media landscape as TikTok and its parent company, ByteDance, are waging a legal battle against a potential ban on the popular app in the US beginning January 19. This ban would be a hard hit for the content creators who have built businesses from their TikTok followings in the US.

At the heart of the case is what a potential ban means for content creators who rely on the platform, and that could upend their livelihoods, although the Middle East will not be impacted by the ban.

For many creators in the Middle East, TikTok has provided a platform to launch careers, promote local businesses, and engage in social activism. A ban on TikTok could hinder these opportunities, leading to a significant loss of income and visibility for many aspiring artists and entrepreneurs in the Middle East, and force small businesses to spend more on marketing and raise their costs.

“The TikTok scenario is a powerful reminder that creators and brands need to diversify their platforms,” says Dubai-based content creator and specialist Naomi D’Souza, CEO and founder of xNDigitize, a consultancy firm.

“Adapting is what content creators do the best. Algorithms and rules are constantly changing,” says Konstantin Koloskov, Dubai-based entrepreneur and co-host of Culture Mapping, a podcast that celebrates cultural diversity in the UAE.

“To survive, you should always find new ways of finding and engaging your audience. Same with platform bans – this can happen. Thus, preventive actions should be taken,” he adds.

KEY TAKEAWAYS FROM THE TIKTOK DEBACLE 

To safeguard influence and income, creators must proactively implement strategies to future-proof their content and maintain a loyal audience.

According to content creator Nidhi Kumar, who has over 1 million followers on TikTok and is the CEO of NKD Studio, the looming ban is a reminder of the way forward for those highly reliant on one platform.

She explains that it’s important to understand the purpose and reach of each platform before diversifying content. “Depending on what kind of content creator one wants to be, the platform investment may vary.” Citing her choreography videos as an example, Kumar says she has shared different content across six platforms every day over the past seven years, which has enabled her to build a diverse audience on each platform.

“Every platform has an expiry date, and each content piece needs to be tailored to the platform because the audience is different.” Using TikTok as an example, she says it can reach the remotest audiences, but niche or aesthetic content might not work on the platform.

While planning to diversify content is crucial, Kumar adds that tailoring content to the platform and audience is equally crucial.

“By growing across platforms, content creators can create a mass audience because, in a scenario where TikTok gets banned, you have so many audiences to fall back on. Audience backup is important if an audience or platform fails for any reason,” Kumar says.

D’Souza explains that in addition to a multi-channel approach—leveraging platforms like Instagram, YouTube, and emerging regional networks—while investing in owned platforms, it’s crucial to note that “domain and newsletters are among the only things creators truly own.”

“Building a strong website and maintaining direct communication with audiences through email lists ensures creators remain independent of the whims of external platforms,” D’Souza adds.

According to Koloskov, platform diversification has shifted from being a recommendation to a necessity.  “Platforms can vanish, but a dedicated community stays,” Koloskov adds.“Creators must own their audience. Offering community-driven paid content through newsletters, exclusive content, or private platforms ensures financial independence and stability.”

Koloskov says financial resilience goes hand-in-hand with platform diversification. Koloskov advises creators to explore sponsorships, merchandise, and subscription models while maintaining authenticity. “Trust is the currency in the creator economy,” Koloskov adds. “Diversifying income sources ensures creators aren’t overly reliant on one stream. It’s not just a safety net—it’s the backbone of a sustainable business.”

The creator economy is experiencing rapid growth in the Middle East, making these lessons particularly relevant. “The region is at the cusp of a digital revolution,” Koloskov says. “Creators here have a unique opportunity to set global standards by investing in their communities and evolving with the digital landscape,” he adds.

CONSIDERING THE RIPPLE EFFECTS 

According to analysts, TikTok’s hurdles might shift the focus toward other platforms or even entirely new approaches to digital engagement.

“While new platforms may emerge, no evidence exists that any have rivaled the dominance of Instagram, TikTok, and YouTube in recent years,” Koloskov says. While Telegram shows potential for content creators to build fanbases, he does not foresee major shifts in the competitive dynamics of the video and visual space.

Meanwhile, D’Souza says, “TikTok’s challenges might encourage a pivot toward platforms with more stable regulatory environments, such as Instagram or YouTube.”

“Additionally, we might see a rise in platforms emphasizing localized content and cultural relevance, especially in a region with such distinct socio-cultural dynamics.”

She adds, “There’s also the potential for creators and brands to explore decentralized platforms (that operate on blockchain technology or peer-to-peer networks, where no central authority or owner is deciding what content is allowed or how revenue is shared). While still in their infancy, decentralized platforms could empower creators with more autonomy over their content and earnings—an interesting space to watch as digital engagement evolves.”

COULD TIKTOK EVER BE BANNED IN THE MIDDLE EAST

Experts are divided on whether TikTok should be banned in the Middle East.

“While the Middle East’s digital landscape is unique, a TikTok-style ban can’t be completely ruled out,” says D’Souza.

“When I actively use TikTok, certain pieces of content would be allowed globally but get restricted almost immediately here. This suggests that the region already has pre-existing rules and regulatory boundaries that many may not even be aware of. These existing frameworks could pave the way for stricter regulations, especially as governments aim to balance technological openness with national security and cultural considerations,” she adds.

However, she says, the region’s reliance on social media for commerce, branding, and youth engagement might make a full ban “less likely” unless significant security or political concerns exist.

Meanwhile, Koloskov says, “Countries in the Middle East, for instance the UAE has no interest in blocking or banning any platform compliant with laws.”

“Anyways, content creators should remember that focusing on one platform cannot guarantee safety – thus, diversification and strategic thinking are the only helpful tools,” he adds.

While TikTok’s fate is uncertain, it is clear that creators who adapt, strategize, and prioritize their audience will thrive, turning challenges into opportunities for growth.

Note to readers – Tiktok MENA was contacted regarding the anticipated ban’s impact on MENA-based creators and advertisers who rely on the platform’s global reach but failed to respond at the time of publishing.