SUMMARY

• Congress investigates TikTok's potential privacy and security threats
• Creator economy, worth over $100 billion, hangs in the balance
• Social media giants scramble to fill potential void with short-video features

As TikTok's CEO Shou Zi Chew found himself under the intense scrutiny of Congress members, Chad Spangler, a small business owner, couldn't help but feel frustrated. The congressional committee was investigating TikTok's potential privacy and security threats to American consumers. With politicians contemplating a nationwide ban, creative entrepreneurs like Spangler are left worrying about their futures.

TikTok has become a significant player in the ever-growing creator economy, now worth over $100 billion annually. Creators like Spangler depend on the platform to showcase their work and drive sales. The app's unique ability to reach a vast audience has led to immense success for many small businesses, including Spangler's "The Good Chad."

The app's soaring popularity in the U.S. has also attracted advertisers' attention, controlling 2.3% of the worldwide digital ad market. However, with Congress scrutinizing TikTok, its role in the American social media landscape remains uncertain, leaving businesses that rely on it in jeopardy.

In response to the potential ban, creators like Vivian Tu are diversifying their content across multiple platforms. Despite the efforts of other social media giants like Meta, Snap, and YouTube to fill the void with their short-video features, TikTok's unique algorithm and content discovery capabilities are hard to beat.

Creators like Emily Foster, who found success with her small business on TikTok, worry about losing the community they've built on the platform. The potential ban threatens not only their livelihood but also the connections and friendships they've forged along the way.

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