TikTok's Evolving Landscape: Creators, Brands, and Legal Challenges

This chapter explores TikTok's evolving influence on creators and brands amidst a changing market, highlighting the rise of creator initiatives such as LTK pages. It delves into the potential consequences of a TikTok ban for creators and marketers, particularly in relation to Meta's potential gains and the dynamics of social media audience engagement. Additionally, the chapter examines the ongoing legal challenges faced by TikTok, touching upon national security concerns, First Amendment rights, and the complexities of creator compensation.