The TikTok ban in India and how consumers coped

TikTok is a social media platform where creators create and share their talents like singing, dancing, acting skills, and many more. TikTok is known as Douyin in China; it is a Chinese video-sharing social networking service owned by ByteDance. This app supports short videos duration 3 seconds to 1 minute. One can make any kind of videos related to fashion, education, teach a skill, perform anything they love, and share on the platform. On June 29, 2020, TikTok, a popular short video-sharing platform, was banned by the Indian government along with 223 other Chinese mobile apps for security reasons. It was the best source of entertainment for all generations to spend time on.

• Impact 

The 80% of the content creators on TikTok caused a significant impact because of the TikTok ban, loss of income, or indirectly by a loss of fans. The brands used to launch their products directly on TikTok via influencer are also suffering as there were 81 million-plus active TikTok users in India. The time spent on Tiktok in India was more than the next 11 countries combined.

• Cope

After the TikTok ban in India, many suffer the loss of a job. Many influencers were dependent on the income via TikTok; for many of them, it was the only source of earning. Slowly things started getting better. The TikTok influencer started earning via other social platforms and grew with a comeback and started fresh. The company and brands targeting TikTok users started to target influencers on different social media with the same strategy and started growing again. This is how things got back in place also after the TikTok ban in India.

2020 was the point for Indian brands, customers, and influencers, and later, things started settling. This is how everyone was affected because of the TikTok ban in India, but consumers and brands again coped back with the same energy.