Sign up for Teachable
Join more than 100,000 creators who use Teachable to make a real impact and earn a real income.

TikTok ban update: 12 changes creators can’t afford to ignore

min read
Published:
Jan 22, 2025
Updated:
TikTok ban update: 12 changes creators can’t afford to ignore

As you probably know, the pending TikTok ban has sent shockwaves through the creator economy.

We’ve been covering details of the TikTok ban since before Biden first signed it and a lot has changed.

The platform, once touted as the fastest-growing social media platform by Pew Research, has found itself in one tough spot after the other.

On January 17, 2025, the U.S. Supreme Court upheld the ban, citing national security concerns. Just two days later, TikTok went dark for about 12 hours, leaving its 170 million American users without access and top TikTok creators losing six figures or more in annual income.

Then, in a surprise move, newly inaugurated President Trump signed an executive order on January 20, granting TikTok a 75-day reprieve from the ban.

This rollercoaster of events has left creators, brands, and businesses rattled. 

The 12-hour shutdown had us thinking about the 12 most important changes creators can’t afford to ignore in 2025 and beyond.

But first, let’s take a look at a recap of the recent TikTok events.

{{creatorsurvey-component="/blog-shortcodes/blog-cta"}}

What’s happening with the TikTok ban?

We’ve been following legislation around the potential TikTok ban for years, but now the rubber is finally hitting the road. 

Trump’s new 75-day reprieve for TikTok will remain effective until April 5, 2025, and directs the U.S. Attorney General to refrain from imposing penalties while a long-term solution is explored.

Trump has hinted at a potential “joint venture” possibility which may have a U.S. company owning 50% or more of TikTok.

However, the divestiture requirement remains—TikTok still faces a forced sale or permanent ban if a deal isn’t reached within the extension period.

For creators, the uncertainty is unsettling. 

The creator economy, valued at over $250 billion, faces a large degree of disruption, with many TikTok-dependent businesses at risk. 

Lauren-Ashley Beck, a TikTok influencer with 500,000+ followers, shared her frustration: "I'm repurposing my TikToks as YouTube Shorts, but it's just not the same viewership." 

James Nord, CEO of Fohr, described it as a “shockwave through the creator community,” warning that thousands of small businesses could be left scrambling. 

Suzie Shaw, CEO of We Are Social Australia, underscored TikTok’s role in modern marketing: "It’s been a game-changer for creators, brands, and younger audiences alike."

At Teachable, we’re seeing a spike in creators seeking financial stability beyond social media.

The brief TikTok shutdown was a wake-up call, reinforcing an essential truth: owning your audience and content is non-negotiable.

Relying on social media platforms—especially solely on one platform—is a high-risk strategy.

Here are the 12 key changes creators can’t afford to ignore if they want to stay up-to-speed on the ever-evolving creator economy,

1. Platforms and algorithms are fickle—use them for discoverability

If the TikTok blackout proved anything, it’s that no social media platform is guaranteed to be here forever. Algorithms shift, policies change, and in some cases—like TikTok—entire platforms face shutdowns overnight. While TikTok has been a powerful discovery tool, creators who rely on it as their primary business foundation are playing a risky game.

Instead of building your entire brand on rented land, use platforms like TikTok, Instagram, and YouTube as funnels—places to attract new audiences, not the places where your entire business lives. The creators who thrive long-term aren’t the ones chasing viral views; they’re the ones converting followers into subscribers, customers, and community members outside of social media.

The key takeaway? Use TikTok to grow your audience, but don’t let it own your business. The smartest creators treat social media as a lead generator, not the destination. Because when the algorithm shifts—or worse, the platform disappears—you want to be in control of where your audience goes next.

2. Don’t wait to build a dream audience—start your brand and business now

If TikTok’s potential ban has shown us anything, it’s that creators can’t afford to wait before taking control of their brand. Many influencers have spent years building massive followings on TikTok, only to realize they don’t actually own their audience—TikTok does.

Your brand should belong to you, not a social platform. That means establishing a presence outside of TikTok, whether through a personal website, email list, or community platform. The most resilient creators are those who treat social media as a tool, not the foundation of their business.

The best time to start building an independent brand was yesterday. The second-best time? Right now. Whether TikTok disappears or not, creators who control their own platforms will always have the upper hand.

3. If you aren’t already collecting emails, start ASAP

Social media is unpredictable. One day, you’re reaching millions of followers, and the next, an algorithm change—or a ban—can wipe out your access overnight. Collecting email addresses is the only way to make sure you can always connect with your audience.

An email list gives you a direct line of communication unaffected by shifting algorithms, ad policies, or platform shutdowns. Unlike TikTok followers, email subscribers are yours—you can reach them whenever you want, on your terms.

If you’re not already collecting emails, start today. Offer a lead magnet, like a free guide, exclusive content, or a discount, in exchange for sign-ups. Platforms come and go, but an engaged email list is a creator’s most valuable asset.

4. Diversifying revenue streams is key to resilience

TikTok creators who relied solely on brand deals or ad revenue faced a harsh reality when the platform went dark. If your income depends on one source, you’re putting your business at risk.

The most successful creators have multiple revenue streams, including digital products, online courses, memberships, coaching, and sponsorships. Not only does this make your business more resilient, but it also gives you the freedom to create on your own terms, rather than chasing engagement on a single platform.

If you haven’t already, start exploring new ways to monetize your expertise. The goal isn’t to abandon TikTok, but to ensure that your income isn’t tied to one platform’s fate.

5. Your audience wants to learn from you, not social platforms

If you’re an educator, coach, or subject matter expert, here’s the good news: your audience isn’t loyal to TikTok—they’re loyal to you. People don’t just follow you for your content; they follow you because they trust your expertise.

That means your value doesn’t disappear if TikTok does. The key is to guide your audience to other platforms, whether that’s YouTube, Instagram, a newsletter, or an online course. Offer exclusive content in a space you own, so your followers know where to find you—regardless of what happens with TikTok.

The TikTok ban is a reminder that you are the brand, not the app. Lean into that.

6. Keep backup storage for your content, just in case

The TikTok blackout was a harsh wake-up call for creators who hadn’t saved their content. If your entire video catalog lives only on TikTok, you’re taking a major risk.

Every creator should have a system for backing up their content—whether it’s cloud storage, an external hard drive, or a dedicated content hub. Beyond that, repurpose your videos across multiple platforms. Turn TikTok clips into YouTube Shorts, Reels, or Pinterest Idea Pins. Reformat your ideas into blog posts, emails, or course content.

Your content is an asset—don’t let it be locked away on one platform. The next time TikTok (or any platform) goes dark, you won’t be left scrambling.

7. Always build and maintain IRL relations with other creators

Creators often focus so much on platform growth that they forget one of the most powerful assets they have: their network. Whether it’s collaborating with other creators, connecting with industry experts, or building relationships with brands, your network can open doors no algorithm ever could.

If TikTok disappears, the creators who thrive will be those who have established themselves beyond a single platform. Start building genuine connections now—join creator groups, attend industry events, and explore partnerships on multiple platforms.

A strong network can help you grow faster, adapt more easily, and find new opportunities—even in uncertain times.

Related: How to start an in-person community for creators with Brett Dashevsky

8. Don’t become overly dependent on social platforms

Relying on TikTok as your entire business model is like building a house on rented land. If the landlord decides to kick you out, you lose everything.

The best creators own their audience—whether that’s through an email list, a membership community, or a website. Social media should be a means to an end, not the end itself. If TikTok disappears tomorrow, would your audience still know where to find you?

If the answer isn’t a resounding yes, it’s time to start taking control. Platforms will change, but a direct connection with your audience gives you long-term security.

9. Digital products are still one of the most reliable sources of creator income

Unlike brand deals or ad revenue, digital products put you in control of your income. Whether it’s courses, memberships, ebooks, templates, or coaching programs, digital products let you sell your expertise directly to your audience—without relying on a platform’s payout system.

The TikTok shutdown reminded many creators that passive income isn’t optional—it’s essential. If you haven’t launched a digital product yet, now is the time to start. The creators who diversify their income streams will always be in a better position, no matter what happens with social media.

10. Make 2025 the year you get in direct contact with your audience.

The creator economy is shifting. The TikTok ban scare has accelerated a trend that’s been brewing for years: creators need to get in direct contact with their audience.

If you don’t already have a website, email list, or membership platform, 2025 is the year to make it happen. Use TikTok and other social platforms to drive traffic to spaces you control—because when you own your audience, you own your business’s future.

The best creators aren’t waiting for platforms to change—they’re taking charge now.

11. Quality products build a loyal audience—keep creating

A strong community isn’t built on short-term trends—it’s built on consistent value. Whether you’re teaching, entertaining, or inspiring, your audience will follow you as long as you continue delivering quality content.

People don’t stick around for an algorithm. They stick around for you. No matter what happens to TikTok, keep creating, keep innovating, and keep providing real value. That’s what turns followers into fans for life.

12. Social media isn’t the enemy—but you must have ownership

TikTok, Instagram, YouTube—these platforms aren’t the problem. They’re powerful tools when used correctly. The mistake is building your entire business on them.

Social media should be part of your strategy, not the whole strategy. Use it to reach new people, build credibility, and grow your audience—but always have a plan for moving them to platforms you own.

At the end of the day, the TikTok ban isn’t about TikTok—it’s about how creators build lasting businesses. The ones who own their content, audience, and income streams will be the ones who thrive—on any platform, in any economy.

Final thoughts: Build a business beats social media channel changes

The TikTok ban is a wake-up call for creators everywhere. Platforms change, policies shift, and algorithms are unpredictable. But the creators who own their audience, diversify their income, and build on their own terms will always be in control of their success.

At Teachable, we believe in empowering creators to build sustainable businesses—ones that don’t rely on a single platform to survive. Whether it’s through online courses, coaching, digital products, or memberships, we provide the tools you need to take full ownership of your business and future.

If you’re ready to make 2025 the year you future-proof your creator business, now is the time to take action.

📩 Join the 9 to 5 Quitters Club

Looking for expert insights, creator interviews, and success stories? Subscribe to our free newsletter and podcast to learn from creators who are redefining success beyond social media. Join the club today.

🚀 Start building your business on Teachable

Join more than 150,000 creators who are using Teachable to share their knowledge, grow their audience, and take control of their income. Get started for free today. Create your first course or explore how Teachable can help you monetize your expertise.

Chris Chan

Chris Chan is the Staff Writer and Producer at Teachable, where he mixes his combined experience writing for creators and marketing agencies to bring fresh content to Teachable. Chris writes the weekly Teachable newsletter—check it out here if you haven't already—and has written copy that has produced multiple 7 figures for online creators. When he's not busy cranking out a new piece of content, Chris enjoys chowing down on Sushi and jamming out to Gospel music.

In this article
Sign up for Teachable
Join more than 100,000 creators who use Teachable to make a real impact and earn a real income.
Start for free

Create and sell
anything Teachable

30M+ products have been sold on Teachable.
Ready to launch yours?