Technology

Threat of TikTok ban has creators scrambling to build followings on Instagram, YouTube

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2 years ago

May 6, 2023

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Chad Spangler filming a video.

Courtesy: Chad Spangler

As TikTok CEO Shou Zi Chew faced hours of grueling questioning from members of Congress in late March, small business owner Chad Spangler watched in frustration.

The bipartisan congressional committee was exploring how TikTok, the massively popular short-form video app owned by China’s ByteDance, could pose a potential privacy and security threat to U.S. consumers.

Representatives grilled Chew about the app’s addictive features, possibly dangerous posts and whether U.S. user data could end up in the hands of the Chinese government. Politicians have been threatening a nationwide TikTok ban unless ByteDance sells its stake in the app, a move China said it “strongly” opposed.

But that’s not the only source of dissent. Creators such as Spangler, who sells his artwork online, are worried about their livelihood.

TikTok has emerged as a major piece of the so-called creator economy, which has swelled past $100 billion annually, according to Influencer Marketing Hub. Creators have formed lucrative partnerships with brands, and small business owners such as Spangler use the sizable audiences they’ve built on TikTok to promote their work and drive traffic to their websites.

“That’s the power of TikTok,” Spangler said, adding that the app drives the majority of sales for his business, The Good Chad. “They’ve captured the lightning in the bottle that other platforms just haven’t been able to do yet.”

Spangler has more than 200,000 followers on TikTok, and his business brought in over $100,000 last year, largely because of his reach there. Influencer Marketing Hub’s data shows that the average annual income for an influencer in the U.S. was over $108,000, as of 2021.

TikTok has been on a meteoric rise in the U.S., capturing an increasing amount of consumer attention from people who used to spend more time on Facebook, Instagram, Snapchat and Twitter. In 2021, TikTok topped a billion monthly users. An August Pew Research Center survey found that 67% of teens in the U.S. use TikTok and 16% said they are on it almost constantly.

Advertisers are following eyeballs. According to Insider Intelligence, TikTok now controls 2.3% of the worldwide digital ad market, putting it behind only Google, including YouTube; Facebook, including Instagram; Amazon, and Alibaba.

But with Congress bearing down on TikTok, the app’s role in the future of U.S. social media is shaky, as is the sustainability of businesses that have come to rely on it.

TikTok CEO Shou Zi Chew testifies before the House Energy and Commerce Committee hearing on “TikTok: How Congress Can Safeguard American Data Privacy and Protect Children from Online Harms,” on Capitol Hill, March 23, 2023, in Washington, DC.

Olivier Douliery | Afp | Getty Images

In April, Montana legislators approved a bill that would ban TikTok from being offered in the state starting next year. TikTok said it opposes the bill, and claims there’s no clear way for the state to enforce it.

Congress has already banned the app on government devices, and some U.S. officials are trying to forbid its use altogether unless ByteDance divests.

ByteDance did not respond to CNBC’s request for comment.

The White House also threw its support behind a bipartisan Senate bill in March called the RESTRICT Act, which would give the Biden administration the power to ban platforms such as TikTok. But following significant pushback, momentum behind the bill has slowed dramatically.

As the debate gains steam, creators are in a state of limbo.

Creators are turning to other platforms

Vivian Tu, who lives in Miami, has been preparing for a possible TikTok ban by working to build her audience and diversify her content across multiple platforms.

She began posting on TikTok in 2021 as a fun way to help answer co-workers’ questions about finance and investing. By the end of her first week on the platform, she had more than 100,000 followers. Last year, she left behind a career on Wall Street and in tech media to pursue content creation full time.

Tu shares videos in an effort to serve as a friendly face for financial expertise. Aside from posting on TikTok, she uses Instagram, YouTube and Twitter, and she also runs a podcast and a weekly newsletter.

Tu said she began building out her presence on multiple platforms before a potential TikTok ban entered the equation, and she’s hoping she spread out her income sources enough to be OK if anything happens. But she called her work on TikTok, where she has more than 2.4 million followers, her “pride and joy.”

“It would be a huge letdown to see the app get banned,” she told CNBC in an interview.

The top social media companies in the U.S. are preparing to try to fill the vacuum.

Meta, which owns Instagram and Facebook, has been pumping money into its TikTok copycat, called Reels. CEO Mark Zuckerberg said on the company’s earnings call last month that users are resharing videos over 2 billion times a day, a number that’s doubled in the past six months, adding “we believe that we’re gaining share in short-form video.”

Snap and YouTube have been pouring billions of dollars into their own short-video features to compete with TikTok.

Tu said she expects there will be a “massive exodus” of creators that flock to other platforms if TikTok is banned, but that the app is hard to beat when it comes to discovering new and relevant content.

“That’s why someone like myself, who didn’t have a single follower, didn’t have a single video, could make a video and have the very first one get 3 million views,” she said. “That really doesn’t happen anywhere else.”

Emily Foster with her stuffed animals.

Source: Emily Foster

Emily Foster, a small business owner, agrees. She said other media platforms can’t come close to offering the type of exposure she gets from TikTok.

Foster designs stuffed animals that she sells through her Etsy shop and her website called Alpacasews. She said she started sewing the plushies by hand as gifts for her friends and on commission. But when a video of a dragon she made during the pandemic received 1,000 views on TikTok — a number that’s tiny for her these days — she said it gave her the confidence to open an Etsy shop.

“I was like, ‘Oh my god, this could be something,'” she told CNBC.

Foster’s designs quickly gained traction on TikTok, where she now has more than 250,000 followers. She recently shared a behind-the-scenes video that showed her packaging up an order for someone who ordered one of every stuffed animal in her Etsy shop. The video quickly amassed more than 500,000 views, and her entire inventory sold out within a day.

‘Audience just isn’t there’

Demand for Foster’s stuffies soon outpaced her ability to make them by hand, so she turned to crowdfunding site Kickstarter to raise money to cover manufacturing costs. She raised over $100,000 in her most recent Kickstarter campaign, which came after three of her videos went viral on TikTok.

“My business would never be where it is today without TikTok,” she said.

With the looming threat of a TikTok ban, Foster said she’s been sharing content across Instagram, YouTube and Twitter to try to expand her following. At this point, she said, her business would probably survive if TikTok goes away, but it would be difficult.

“The audience just isn’t there, especially for smaller creators,” she said.

Beyond the money, Foster is concerned about losing the following she’s worked so hard to build. She said she’s met “fantastic” friends, artists and other small business owners on the platform.

“You’re never quite alone. It means a lot,” she said. “I’m stressed about potentially losing sales, potentially losing customers, but it’s more so just losing a community that’ll break my heart.”

For Spangler, the artist, the debate surrounding TikTok is maddening not just because of what it could mean for his livelihood, but because it seems to him that lawmakers are ill-informed about what the app does.

Spangler recalled one Republican congressman asking Chew in his testimony about whether TikTok connects to a user’s home Wi-Fi network.

“If you even have a working knowledge of anything technology related, if you watched those hearings, it was just very embarrassing,” Spangler said. “What’s extra frustrating is it feels like this is being potentially taken away from me by people who have no idea how any of this works.”

Spangler channeled his anger into his artwork. After the hearing, he designed a T-shirt featuring a zombie-like congressman with the phrase, “Does the TikTak use a Wi-Fi?”

He shared a video about it on TikTok and made almost $2,500 from T-shirt sales in less than two days.

WATCH: TikTok’s regulatory scrutiny may be a tailwind for Meta

TikTok's regulatory scrutiny may be an opportunity for Meta, says Mighty Capital's SC Moatti

Technology

Week in review: Stocks hit records on inflation data, earnings — plus, we started a new name

Published

1 day ago

October 25, 2025

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Week in review: Stocks hit records on inflation data, earnings — plus, we started a new name

Technology

AI spending is boosting the economy, but many businesses are in survival mode

Published

2 days ago

October 25, 2025

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AI spending is boosting the economy, but many businesses are in survival mode

Cameron Pappas, owner of Norton’s Florist

Norton’s

For Cameron Pappas, owner of Norton’s Florist in Birmingham, Alabama, the artificial intelligence boom is a world away.

While companies like Nvidia, Alphabet and Broadcom are lifting the stock market to fresh highs and bolstering GDP, Pappas is experiencing what’s happening in the real economy, one that’s far removed from Wall Street and Silicon Valley.

Small businesses like Norton’s, and companies of all sizes in retail, construction and hospitality, are struggling from higher costs brought by the Trump administration’s sweeping tariffs, and as downbeat consumers reduce their spending.

“We’ve just got an eagle eye on all of our costs,” Pappas, 36, told CNBC in an interview.

Norton’s generated $4 million in revenue last year, selling flowers, plants and gifts to locals. To avoid raising prices, which could cause customers to flee, Pappas has been forced to get creative, reworking some of his designs.

“If a bouquet has 25 stems in it, if you reduce that by three to four stems, then you’re able to keep the price the same,” Pappas said. “It’s really forced us to focus on that and to make sure that we’re pricing things the best that we possibly can.”

Pappas’ story and many like it are being masked in the macro data by the power of AI. In the first half of the year, AI-related capital expenditures contributed to 1.1% of GDP growth, according to a September report from JPMorgan Chase. That spending outpaced the U.S. consumer “as an engine of expansion,” the report said.

Total U.S. GDP increased at an annual rate of 3.8% during the second quarter of 2025 after falling 0.5% in the first quarter, the Commerce Department said.

U.S. manufacturing spending has contracted for seven straight months, according to the Institute for Supply Management. And construction spending has been flat to down, due to high interest rates and rising costs. Cushman & Wakefield said in a report this month that total project costs for construction in the fourth quarter will be up 4.6% from a year earlier because of tariffs on building materials.

The stock market shows a similar disconnect between AI and everybody else.

Nvidia CEO Jensen Huang delivers the keynote for the Nvidia GPU Technology Conference (GTC) at the SAP Center in San Jose, California, U.S. March 18, 2025.

Brittany Hosea-Small | Reuters

Eight tech companies are valued at $1 trillion or more and, to varying degrees, are all tied to AI. Those companies — Nvidia, Microsoft, Apple, Alphabet, Amazon, Meta, Tesla and Broadcom — make up about 37% of the S&P 500. Nvidia, with a $4.5 trillion market cap, accounts for over 7% of the benchmark’s value by itself.

Investors are giddy about the massive investments they’re seeing in AI infrastructure. Broadcom shares are up more than 50% this year after more than doubling in each of the prior two years, while Nvidia and Alphabet have jumped almost 40% in 2025.

That explains why the S&P 500 and Nasdaq are up 15% and 20%, respectively, reaching record highs on Friday, even as the government shutdown continues to cause economic angst.

Meanwhile, the S&P 500 subgroups that include consumer discretionary and consumer staples companies have increased by less than 5% year to date.

The latest troubling sign in the consumer market came on Thursday, when Target said it’s cutting 1,800 corporate jobs — the retailer’s first major round of layoffs in a decade. Target shares have plunged 30% this year.

“I think the message that the AI economy is sort of driving up the GDP numbers is a correct one,” Arun Sundararajan, a professor at New York University’s Stern School of Business, told CNBC in an interview. “There may be weakness in the rest of the economy, or not weakness, but there may be more modest growth.”

Investors will hear all about AI in the coming days, the busiest stretch of the quarter for tech earnings, and will be listening closely for additional guidance on capital expenditures. Meta, Microsoft and Alphabet report on Wednesday, followed by Apple and Amazon on Thursday.

Stock Chart IconStock chart icon

Nvidia’s stock over the last year.

Last month, Nvidia announced a $100 billion investment in OpenAI, a startup valued at $500 billion. The capital will help OpenAI deploy at least 10 gigawatts of Nvidia systems, which is roughly equivalent to the annual power consumption of 8 million U.S. households.

Shares of Advanced Micro Devices have doubled this year and soared more than 20% earlier this month after the chipmaker announced a deal with OpenAI, while Oracle has been on a tear of late due to its ties to OpenAI and the broader infrastructure buildouts.

“Are we sort of inflating the economy now, thereby setting ourselves up for a crash in the future?” Sundararajan said. He added that he’s not seeing signs that demand for AI infrastructure will slow anytime soon.

‘Tariff price management’

When it comes to local businesses, most only know about the AI gold rush from the news headlines. One in four small business owners are stuck in “survival mode” as they contend with challenges like rising costs and tariffs, according to a September KeyBank Survey. It’s a segment of the economy that routinely accounts for about 40% of the nation’s GDP.

Pappas’ flower shop was founded in 1921, and purchased by his dad in 2002. The business has survived the Great Depression, World War II and the Covid pandemic. Pappas said his father, who died in 2022, reminded him that these periods were “just another season” for Norton’s, and that such challenges come with the territory.

But Trump’s tariffs have created a whole new set of constraints, as roughly 80% of all cut flowers in the U.S. are imported from countries like Colombia and Ecuador, according to the U.S. Department of Agriculture.

More demand than supply gives companies an edge, Jim Cramer says

Published

2 days ago

October 24, 2025

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More demand than supply gives companies an edge, Jim Cramer says

“Supply constrained,” are the two of the most important words CNBC’s Jim Cramer said he’s heard so far during earnings season and explained why this dynamic is favorable for companies.

“When you’re supplied constrained, you have the ability to raise prices, and that’s the holy grail in any industry,” he said.

Intel‘s strong earnings results were in part because of more demand than supply, Cramer suggested. He noted that the company’s CFO, David Zinsner, said the semiconductor maker is supply constrained for a number of products, and that “industry supply has tightened materially.”

Along with Intel, other tech names that are also supply constrained and performing well on the market include Micron, AMD and Nvidia, Cramer continued.

These companies don’t have enough product in part because the storage needs of artificial intelligence are incredible high, Cramer said. He added that he thinks demand has overwhelmed supply because semiconductor capital equipment companies didn’t manufacture enough of their own machines as they simply didn’t anticipate such a volume of orders.

Outside of tech, Cramer said he thinks airplane maker Boeing and energy company GE Vernova are also supply constrained, adding that he thinks the former will say it’s short on most of its planes when it reports earnings next week. GE Vernova is supply constrained with its power equipment, like turbines that burn natural gas, he continued, which is the primary energy source for the ever-growing crop of data centers.

GE Vernova and Boeing are also set to be winners because they make big-ticket items that other countries can buy from the U.S. to help close the trade deficit, Cramer added.

“In the end, we have more demand than supply in a host of industries and that’s the ticket for good stock performance,” he said. “I don’t see that changing any time soon.”