The TikTok Shift The Calm Before the Storm?
- Lela Robinson
- Dec 10, 2024
- 5 min read
Okay, let’s talk for a minute. If you’re like me, you’ve been getting hit left and right with affiliate marketing codes, links, and all kinds of "earn money for checking in every day" offers from TikTok. At first, it feels like a quick way to stack up some extra coins—share a link here, post a code there, and bam, the money adds up. But y’all, I’ve been watching the news (yes, I still read the newspaper, thank you very much, and my husband’s a boomer who’s convinced I’m the last person on Earth who does), and I’m starting to get a little suspicious about all these TikTok incentives.
Something’s going on here. TikTok is low-key building an army of users, and I’m not talking about influencers or big creators. I’m talking about us—the everyday people who keep the app running, the ones who post for fun, share memes, or just scroll through late at night. TikTok is getting slick about how it’s pulling us in, and I’ve got a theory about what’s coming next.
Alright, let’s talk. If you’ve been paying attention—really paying attention—you know that TikTok is about to change. And not just in the usual “update-your-app” way, but something deeper, more fundamental. I’ve got a feeling—call it a hunch—that TikTok, and by extension its parent company, ByteDance, is about to make some major moves in January. And baby, it’s not all good news. We might be looking at a future where TikTok needs to collaborate with every user in the game (yes, every user) to avoid a major backlash that could affect all of us.
First of all, let’s take a minute to acknowledge the power of TikTok. When it comes to social media, we all know it’s dominated by the big players: Instagram, Facebook, Twitter (now X, but we’re not even getting into that). But TikTok? Baby, TikTok came in and changed the game entirely. From dance trends to viral challenges, TikTok became the place for content creation, community, and discovery.
But you know how it goes—when something gets too big, it starts catching some attention. Not just from fans and creators, but from government bodies and corporate sharks who want a piece of that action.
Now, the big question is: Why January? Let’s talk about what’s coming up. By that time, ByteDance is going to be under intense pressure to ensure that TikTok is being used in a “fair” manner, particularly in the U.S. There are talks of government regulations getting tighter and stricter when it comes to data privacy, user safety, and how the app handles information. On top of that, you’ve got ongoing concerns about TikTok’s ties to China, and the whole “national security” issue that’s been circling like vultures.
Here’s where my hunch comes in. TikTok is going to have to lean heavily on its users—every single one of us—to help with the changes that are coming. This is not just about influencers or celebrities. It’s about the everyday content creator, the meme makers, the dancers, the comedians, the micro-influencers, and yes, even the people who just share their thoughts in a 15-second clip. TikTok is us.
ByteDance, TikTok’s parent company, has a massive task ahead. They need to work closely with users—us—to ensure that the app is compliant with all these upcoming regulations, but without losing the essence of what makes TikTok so unique: the ability for anyone to go viral, to find community, to make a living off a video they created in their living room.
Let’s keep it 100—TikTok’s popularity has been fueling the entire influencer economy. People have been able to monetize their creativity, find their voices, and even build full-fledged businesses through their TikTok content. What happens when those opportunities are at risk because of shifting company policies? What happens when those of us who put in the work to make TikTok thrive find out that we’ve been left behind in the shuffle?
There’s a very real possibility that TikTok’s upcoming changes might not favor creators. When companies are backed into a corner, especially with government pressure, they don’t always make moves that are in the best interest of their users. We could see restrictions on content creation, changes to the algorithm, or worse—changes to the monetization model that leaves smaller creators out of the equation.
The backlash won’t just be from the influencers, though. I think people in the culture—especially Black creators—are going to feel some type of way if TikTok moves away from the very foundation of what made the app so culturally significant. Let’s not forget: Black creators have driven most of the trends and viral moments on TikTok. If those creators feel pushed aside or underpaid, we might be in for a storm of resistance that TikTok isn’t ready for.
But let’s see how this all shakes out. Because if we do end up facing a serious backlash, it’s gonna hit all of us—whether you're the one doing the dances or the one casually scrolling through your feed at 2 a.m. Either way, stay tuned. January could be a game-changer for TikTok, and we need to be ready to adapt—because the culture of this app? That’s ours to protect.
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