How a U.S. TikTok ban could reshape the Canadian creator economy 

A driving force within the creator economy, TikTok provides an unmatched American audience for global brands and influencers. But with the uncertainty surrounding a possible TikTok ban,  Canadian creators who rely on the platform face a crossroads: adapt to the shifting digital landscape or risk losing access to cross-border audiences and revenue streams.

Critical moment for Canadian influencers

Jana Janevska, a Calgary-based lifestyle influencer, social media specialist and entrepreneur, says that despite mostly catering to a local audience she recognizes TikTok’s broader impact in shaping trends and business opportunities.

“The reason I started creating wedding day content  is because I saw it on TikTok,” she explains, recalling how a U.S. creator introduced her to the idea.

Since its launch in 2016, TikTok has grown to have 170-million users in the U.S., a massive audience compared to Canada’s 14-million. 

After going dark in January, the ByteDance-owned platform saw many of its influencers, content creators and small businesses shift their focus on other platforms such as Instagram, Facebook and YouTube. 

While alternative platforms exist, some who work in digital media and marketing predict that TikTok’s potential exit from the U.S. media landscape would have significant repercussions.

“If you’re a Canadian brand or influencer aiming to connect with American businesses, you’re not going to be able to anymore,” said Stephanie Potter, director of digital media and graphic design at Calgary’s Worthington PR & Story.

Losing access to the U.S. audience could make Canadian creators less appealing for brand partnerships.

“You’re going to see a huge drop in your audience, which can impact how marketable you are,” Potter adds. “On the other side of things, it does present an opportunity for Canadian influencers to really reach, Canadian, followers.”

Tik Tok vs other platforms

According to a 2024 YouGov report, 64 per cent of weekly TikTok users are more likely to be swayed by advertising and product recommendations from celebrities or influencers, compared to 47 per cent of the general population.

While losing access to the U.S. market presents challenges, Potter believes this shift could encourage Canadian creators to build stronger connections with domestic audiences.

Despite the uncertainty surrounding TikTok’s future, creators and businesses still have opportunities to adapt and thrive in the evolving digital landscape. Platforms like Instagram Shop and YouTube Shorts continue to expand their e-commerce capabilities, offering new ways for brands to connect with consumers.

Janevska encourages creators to stay the course.

“Keep doing things normally, just shift your focus to the platforms that are there to support you,” she says, noting that Instagram Shop’s accessibility in both Canada and the U.S. makes it a viable alternative for influencer-driven marketing.

As brands look beyond TikTok, creators say they plan to pivot strategically to find ways to build engaged communities, drive sales and sustain their influence across multiple platforms.