New York, CNN — Joanne Molinaro once defined success by her prestigious career as a partner in a leading Chicago law firm. A decade of tireless work in corporate litigation had positioned her at the top of her field, but the climb came at a steep emotional cost. Beneath the accolades and financial security lay an unshakable dissatisfaction. “I told myself I should feel lucky to have a job that pays the bills,” Molinaro revealed during an interview on CNN’s Terms of Service podcast. “Even if it drained me completely, even if it left me in tears most nights, I thought that was just what adulthood required.”
In 2020, when the COVID-19 pandemic confined millions to their homes, Molinaro turned to TikTok for entertainment, seeking a brief escape from her demanding career. Initially a passive observer, she began sharing her own cooking videos, a creative outlet she had not anticipated. Then, unexpectedly, one of her posts went viral. The overwhelming response was transformative, and within a year, Molinaro left her legal career to dedicate herself to creating content full-time.
Her TikTok persona, The Korean Vegan, resonated deeply with audiences, blending personal storytelling with unique culinary creations. The platform’s algorithm rewarded her authenticity, allowing her to build a following of millions and secure a lucrative income stream. Over time, she published a cookbook and diversified her presence across other platforms, including Instagram, solidifying her place in the creator economy.
Molinaro’s story is emblematic of a broader cultural shift, as TikTok has enabled countless individuals to turn their hobbies and passions into full-fledged careers. However, this digital success story is under threat. A U.S. law slated to take effect on January 19 could ban TikTok unless its Chinese parent company, ByteDance, sells the app. The government cites national security concerns, alleging that TikTok’s data collection practices could be exploited by the Chinese government for espionage or manipulation. ByteDance has vehemently denied these claims, asserting that user data is securely stored outside China and that the proposed ban infringes on the First Amendment rights of its American users.
For creators like Molinaro, the potential ban represents more than a political or legal debate; it threatens their livelihoods. TikTok’s unique algorithm, which prioritizes engaging content over established social networks, has allowed creators to achieve rapid success that other platforms struggle to replicate. This distinct approach has not only elevated individual creators but also supported millions of small businesses, who leverage the platform to reach new audiences and generate significant revenue.
Eli Rallo, another TikTok creator, experienced her first taste of viral fame while confined to her family home during the pandemic. A lighthearted video featuring her siblings garnered 200,000 views overnight, propelling her into the spotlight. Today, Rallo boasts over a million followers across TikTok and Instagram and has turned content creation into a profitable career, securing five-figure brand deals and publishing books.
Despite her success, Rallo is apprehensive about the app’s uncertain future. “TikTok is the foundation of my career,” she said. “If it disappears, it would fundamentally alter my financial situation and the way I connect with my audience.”
Molinaro echoes this sentiment, noting that the mere prospect of a ban has already impacted her income. Brands are hesitant to invest in TikTok campaigns, fearing that the platform’s days may be numbered. Molinaro estimates that her 2024 sponsorship earnings have already declined by 30%.
While alternative platforms like Instagram and YouTube may offer creators a refuge, transitioning to these spaces is not without challenges. Unlike TikTok, where the algorithm surfaces content to users based on interest rather than social connections, other platforms often require more sustained effort to build a loyal audience. For creators who have tailored their strategies to TikTok’s format, the shift can feel like starting from scratch.
Beyond individual creators, the ripple effects of a TikTok ban could extend to the broader economy. The platform has become a hub for creative entrepreneurship, supporting not just influencers but also the teams behind them—agents, managers, videographers, and other professionals who contribute to the burgeoning creator economy.
As the January deadline looms, Molinaro and Rallo are working to diversify their presence across multiple platforms. For now, they remain hopeful but cautious, knowing that the digital landscape can shift as unpredictably as the algorithm that first brought them success.
