U.K. Creators’ TikTok Problem

There’s been a lot written about how U.S. creators will handle a potential TikTok shutdown in the U.S. But TikTokers in other countries such as the United Kingdom also stand to lose—and some are already finding it’s harder to close advertising deals. 

U.K. creators have sizable portions of their TikTok audiences in the U.S., with estimates ranging from 20% to more than 40%, British talent managers told me on a recent visit to London. These TikTokers’ U.S. audiences are also a key reason why advertisers want to work with them. If TikTok goes dark in the U.S., these creators’ leverage with sponsors could drop.