New York — For Joanne Molinaro, the transition from corporate lawyer to TikTok creator was both unexpected and transformative. A partner at a prestigious Chicago law firm, Molinaro had spent years excelling in corporate litigation. Yet, behind her professional achievements was an unfulfilled desire for personal expression. “I thought my job was something to be endured, no matter how much it took from me,” she admitted in an interview on CNN’s Terms of Service podcast.
The monotony of pandemic life in 2020 led Molinaro to TikTok, a platform she initially used for entertainment. Before long, she began posting her own cooking videos, blending culinary experimentation with deeply personal narratives. When one of her videos gained unexpected traction, it marked the beginning of a new chapter. Within months, Molinaro left her law career to focus entirely on her TikTok persona, The Korean Vegan.
The platform proved to be a fertile ground for creativity and connection. TikTok’s algorithm, designed to prioritize engaging content over social connections, allowed Molinaro to reach millions, leading to the publication of her cookbook and a robust income stream through sponsorships. The app’s capacity to elevate individuals into overnight sensations has made it a cultural phenomenon, empowering creators to turn their passions into professions.
However, the sustainability of this ecosystem is now in jeopardy. A U.S. law targeting TikTok could result in the app’s ban unless its Chinese parent company, ByteDance, divests its ownership. The government has cited national security risks, arguing that TikTok’s extensive data collection could be leveraged by the Chinese government for malicious purposes. ByteDance denies these allegations, maintaining that user data is stored securely outside China.
The prospect of a ban has left creators like Molinaro in a state of uncertainty. TikTok’s distinct algorithm has been instrumental in their success, offering a level of exposure that platforms like Instagram and YouTube have struggled to replicate. The potential loss of TikTok represents not just a disruption to their income but also a fundamental shift in how they connect with audiences.
Eli Rallo, another TikTok creator, recalls the moment her life changed. In 2020, a playful video featuring her family went viral, earning over 200,000 views in a single day. Today, she manages a thriving career with over a million followers and lucrative brand partnerships. Despite her achievements, Rallo admits she is deeply concerned about the platform’s future.
“I built my career on TikTok,” she said. “If the app is banned, it would significantly impact my financial stability and how I engage with my audience. Transitioning to other platforms would be a challenge.”
Even before the ban’s implementation, the uncertainty has begun to affect creators’ bottom lines. Molinaro noted that brands are increasingly reluctant to invest in TikTok campaigns, leading to a 30% decline in her sponsorship revenue.
For creators, the shift to other platforms is fraught with challenges. While Instagram and YouTube offer alternatives, their algorithms prioritize different types of content, often requiring creators to adapt their strategies entirely. Additionally, not all TikTok followers are guaranteed to migrate, leaving creators at risk of losing substantial portions of their audience.
The broader implications of a TikTok ban extend beyond individual creators. The app has become a cornerstone of the creator economy, supporting not only influencers but also the teams of professionals who work behind the scenes. A ban could disrupt this intricate ecosystem, affecting thousands of jobs and businesses.
As the legal battle continues, creators are racing to diversify their digital presence. For Molinaro and Rallo, the uncertainty is a stark reminder of the volatility of social media. While their journeys have been marked by resilience and adaptability, the road ahead remains uncertain, underscoring the fragile nature of a career built on digital platforms.
