A TikTok Ban Could Cost Latina Creators Big—Here’s Why They’re Staying Hopeful

The looming TikTok ban in United States territory is likely to disrupt social media dynamics as we know them. The video-sharing app is expected to be removed from US app stores after January 18 if Chinese parent company ByteDance fails to sell its US operations. 

Despite rumors that Chinese officials were considering selling TikTok to Elon Musk, ByteDance is adamant about not transferring the app’s operations. “We can’t be expected to comment on pure fiction,” a TikTok representative said in response to the claims.

Self-expression and representation on TikTok

Since its launch in 2018, TikTok has lured millions of users with its easy-to-navigate interface and sophisticated algorithm. It recommends personalized content based on preferences, video details, engagement, and other factors. The app’s fast pace and users’ candid, almost nonchalant approach to short-form video quickly positioned TikTok as a tool for self-expression and trend-setting.  

In fashion and beauty, TikTok nurtured a microtrend landscape that fueled sales, facilitated internet virality, and influenced style preferences. But beyond fast-paced fads and short-lived “aesthetics,” creators and users found like-minded communities. They did so by experimenting with style, promoting small businesses, and offering honest product reviews. Not to mention, they used it to shine a light on topics as varied as fashion history, beauty decolonization, and sustainable consumption. 

Brands and creators, including those without large followings, benefited from TikTok’s discoverability. They built strong social media engagement or strengthened their existing online presence. Though not without controversy, the platform also offered a space for minorities to share their stories and boost representation in the social media landscape.  

“For a very long time, Latinos only made up about 10% or less of the influencer space. TikTok gave so many of us, with its algorithm, the opportunity to grow, connect, and feel seen by people in our community. This is very unique as it’s not something that has really happened on any other platform,” says skincare and beauty content creator Melissa Tovar, who boasts more than 300k followers and 16 million likes on TikTok.

Fiorella Gamio, best known as Peru.York on the internet, echoes the sentiment. “We have seen an incredible increase in Latino-Indigenous content coming up. And it has been heavily influenced and facilitated by TikTok,” she shares. “I think the platform gives the opportunity for smaller creators to come up with interesting and unique content.”

How will this ban affect Latina creators?

With many users convinced it won’t proceed as expected, the impact of TikTok’s ban in the US is still undetermined. Latina content creators point out possible challenges ahead.  

Financially, TikTok’s potential to reach large audiences allowed users to turn content creation into a source of income. Affiliate marketing, sponsored posts, brand deals, and the app’s creator fund helped people monetize their online activity. With TikTok unavailable on US soil, about 2 million creators face $300 million in losses in just one month. Others will be deprived of access to their only social media platform. 

“Speaking financially, TikTok has been my biggest source of income. I hope that my finances won’t be impacted too much. However, there is still so much that is uncertain,” says Isabella Morello Rodriguez, a social media sensation whose content focuses on fashion and lifestyle. Morello, however, is more concerned about content creators who didn’t expand their social media presence across platforms. “I know creators that never went over to Instagram and have to start over from scratch, which is so frustrating and difficult.”

Tovar expresses similar concerns. “I do think partnerships have slowed down a bit. However, I’m trying to remain positive,” she explains. Tovar adds she’s “a little worried” but feels lucky to have been in content creation full-time for 3 years. “And I’ve been able to prepare, just in case something like this happens,” she says. “I do, however, feel really bad for those who just recently went full-time and are starting from scratch. It’s a very uncomfortable situation to be in.”

But content creators are hopeful

Despite the doubts and potential setbacks on the horizon, Latina creators are hopeful about their social media journeys. They trust the communities they’ve built and content creators’ ability to reinvent themselves. 

“I think this ban will be a challenge and, unfortunately, a setback for a lot of people who—like me—are doing this organically and don’t have a team of photographers and editors and people who can brainstorm on content creation,” says Gamio. I think it will be a little bit of a setback. But we’re a wonderful community. We’re very supportive of each other, and I feel we will come out victorious because everybody is there to lift each other up and help each other.”

Tovar also highlights Latinas’ ability to face challenges, adapt to situations, and start anew. “I’d be lying if I said I wasn’t nervous, but as a Latina, I feel like I’m also used to things not being easy, and perhaps this is just one more obstacle we have to face,” she says. “When you’re a creative person inside-out, you’re going to find a way to make it work—whether on TikTok or elsewhere.” 

Where are Latina TikTok creators moving to?

Like Tovar states, [brand’s] budget for social media “is still there.” However, the question content creators and social media users are asking themselves is, “Where is everybody moving after January 18?”

“It currently feels like there’s a certain type of content that belongs on Instagram or TikTok. It’s hard to navigate without actually knowing if this will happen, but I, along with other creators, feel that it may be time to shift to YouTube,” says Tovar. “TikTok has been a place for many of us to be creative without worrying about an aesthetic and cohesive feed, and I think that’s why it’s brought such a big wave of new creators.” 

Unfortunately, as the creator points out, the kind of videos creators post on TikTok don’t seem to resonate with audiences on Instagram in the same way. 

Morello, however, is hopeful that other social media platforms will adjust to more authentic and less curated content. “I hope that the TikTok ban allows for spaces such as Instagram to become less about aesthetics and more about authenticity. I built my platform to feel like a safe space for everyone and for my community to feel advocated for,” she explains. “I will be making strides to show all sides of myself on Instagram regardless if it is aesthetic or not! This is so important to me, especially being part of the Hispanic community.”

After all, Tovar says, “Social media is a wonderful place to try new things and open new doors.” 

While a TikTok ban is unfortunate and regressive, it will not stop Latina content creators from expressing themselves, fostering communities, and thriving on social media.