Update: January 17, 2025: The U.S. Supreme Court ruled to , which will go into effect on January 19 if the social media’s parent company does not sell the platform.
In 2023, Tatiana O’Hara, a content creator in Atlanta, Georgia, began to document her running journey on TikTok. She , and soon attracted a dedicated following of other beginnerrunners. By the end of 2024, she had . “When people are looking for a run club for slower runners, they find me,”O’Hara said.
Now, what she has built is in jeopardy as a ban on the app goes into effect on January 19, 2025, unless the Supreme Court intervenes. “I don’t know if I’ll be able to get that same searchability on other apps,” O’Hara said.
O’Hara is just one of thousands of creators and small business owners grappling with the impending TikTok ban.
In April, Congress passed a law banning the app beginning on January 19 of this year. The government says that TikTok . Outrage by many lawmakers and users of the app over followed. TikTok’s parent company, ByteDance, a Chinese technology company, challenged the law, and the U.S. Supreme Court heard oral arguments on January 10, to determine its constitutionality.
As of now, TikTok continues to operate in the U.S., pending the Supreme Court’s decision, which will decide whether the ban will proceed. President-elect Donald Trump, who had previously sought to ban the app in 2020, has reversed his position and is now . Last month, he filed a brief with the Supreme Court requesting a delay in the ban to allow his incoming administration to negotiate a resolution.
Social media professionals and creator economy analysts have called the ban an “” for creators, and many users fear that the communities they’ve participated in will disappear overnight with no replacement.
While traditional media often depicts those hiking, biking and engaging in other outdoor sports as young, fit, and conventionally attractive, Neal said that TikTok, more than any other platform, has helped change those perceptions.
TikTok’s Impact on Outdoor Access
The ban is set to have unanticipated ripple effects in the outdoors community. Though TikTok is seen as a hyper-online platform, built to maximize screen time, the app actually does more than other major social platforms to encourage people to get outside and explore nature, some users said. “TikTok lowers the barrier of entry to outdoorsy activities because the information is so accessible,” O’Hara said.
John Facey, a web and graphic designer in Queens, New York, credits TikTok with helping him discover a love of horticulture and environmentalism. Through his page on TikTok, he said, he met a lot of people who were interested in environmental science, local ecology, and issues affecting the environment. Facey even got tips for identifying plants along his hikes.
Andy Neal, an outdoor content creator who posts under the handle @andyfilmsandhikes, said that, “TikTok has played a significant role in democratizing the outdoors.”
“We are muting millions of young voices… so many areas of conservation are going to suffer without TikTok.”
While traditional media often depicts those hiking, biking and engaging in other outdoor sports as young, fit, and conventionally attractive, Neal said that TikTok, more than any other platform, has helped change those perceptions. “TikTok has given visibility to people of all body types, genders, and backgrounds who love spending time outside,” he said. “Compared to other platforms, TikTok has done a better job of making the outdoors feel inclusive…I’ve learned more about outdoor gear and educationon TikTok than anywhere else because the platform encourages real conversations and storytelling, rather than focusing solely on aesthetics.”
Activism at Risk
TikTok’s hyper-curated algorithm and community-first approach have inspired millions to explore the natural world and to develop a deeper appreciation for nature. The app remains a hub for Gen Z climate activism, with creators like Elise Joshi and sound the alarm on climate change.
Jessie Dickson, a TikTok creator with 215,000 followers in Sacramento, California, said that TikTok’s capacity to mobilize people to action is unmatched. “Think of all the campaigns to or that only succeeded because of young people on TikTok,”Dickson said. “Think of all the young people who on hikes is important.”
Dickson said that as an environmentalist and scientist, the ban terrifies him. “We are muting millions of young voices… so many areas of conservation are going to suffer without TikTok.”
TikTok’s short-form video format has also made information about outdoor adventures more accessible and appealing, especially to younger generations. Creators share , , and , lowering the barrier to entry for those looking to spend more time outside.
“TikTok isn’t just another social media platform, it’s a launchpad for creators.”
This content has translated into real-world action. Thousands of users have they discovered through the app. The platform has been credited with motivating people to take up hiking and nature walks, with users and the mental health benefits of spending time outside. Without the platform’s influence, some users will be pushed toward more solitary apps that are less about community and more about consumption. Creators said that people would have a harder time discovering outdoors activities and meetups around them.
The Business Repercussions
The ban will also affect thousands of small businesses, including many sellers of outdoor and sports equipment. “If I was interested in taking up kayaking, it is so easy to go on TikTok, follow ten people posting about kayaking, and see their Amazon storefronts,” O’Hara said. This seamless integration of content and commerce has been a boon for small businesses looking to tap into niche outdoor activity related markets.
Creators face financial peril as a major source of theirincome may dry up with no real alternative. “The money I made on TikTok helped pay for my son’s daycare,” O’Hara said.
The platform has enabled influencers to monetize content through brand deals, live streams, and affiliate marketing. These income streams will disappear if the ban is enacted. “TikTok isn’t just another social media platform, it’s a launchpad for creators,” said Jasmine Enberg, vice president and principal analyst at eMarketer.
While other platforms feature their own versions of live streaming and business opportunitites, Instagram and YouTube, TikTok’s primary competitors, just don’t offer the same ecommerce integration, monetization options, and discovery systems as TikTok, creators said. “One unique aspect of TikTok that I’ll miss is the live-streaming feature,” Neal said. “I’ve had incredible live streams while out on hikes, showing people beautiful spaces and having meaningful conversations in real-time. Other platforms don’t foster that same kind of live engagement.”
In response to the fast-approaching ban, some TikTok users which translates loosely into “little red book,” named after a propaganda book written by . The app is lifestyle-centric and more similar to Instagram than TikTok. However, it shot to the top of Apple’s app store on January 14 as TikTok users desperately searched for alternatives to the platform.
“Do the great people of China like nature?” one new Xiaohongshu alongside a video of the view from a mountain top. “I’m an American TikTok refugee that posts simple nature content that highlights the greatness of the outdoors,” he .
Within hours of posting, he had gotten a reply from another Xiaohongshu user, who posts videos of their hikes. “Deep love of nature,” they replied.
Taylor Lorenz has reported on the content creator industry for 15 years. She has covered TikTok for The New York Times, The Washington Post, and The Atlantic. She has also amassed over 542,000 followers on the app.