How will the US TikTok ban affect indie authors?

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The impending TikTok ban in the United States is set to have significant repercussions for indie authors, particularly those who have leveraged the platform's #BookTok phenomenon to gain visibility and boost sales.

The ban, currently slated for January 19, 2025, unless TikTok is acquired by an American company, threatens to disrupt a vital marketing channel for many independent writers.

BookTok has been influential for many in the self-publishing industry, generating over 300 billion views and driving huge book sales. It has also provided a unique opportunity for indie authors to build fanbases, gain recognition, and in some cases, secure deals with traditional publishers. The platform's algorithm has allowed for greater discoverability, something that other social media platforms like Instagram and Facebook have struggled to replicate for authors who self-publish their books.

The end result? The potential loss of TikTok could lead to a significant drop in book sales and reduce opportunities for indie authors to get published. Without the platform, many writers may lose a major source of income and support in an industry already known for its challenging economics. The ban also has the potential to widen the gap between established authors and newcomers, making it harder for fresh voices to break through.

Is there any silver lining?

As is always the case when relying on any social media platform, this situation also serves as a wake-up call for authors to diversify their marketing strategies. Relying heavily on a single platform has always been risky, as algorithms can change or platforms can disappear overnight. Authors are now being urged to focus on building their email lists and exploring other marketing avenues to future-proof their careers. (Beehiiv is my platform of choice, as it allows you to own your own audience - get people OFF social media and ONTO your email list!).

While the potential TikTok ban presents significant challenges, it also offers an opportunity for indie authors to reassess and strengthen their marketing approaches. This is a time perhaps for diversifying platforms and focusing on building direct relationships with readers, authors can create more resilient and sustainable careers in the ever-changing landscape of digital publishing.

As in life, it’s the ones who can adapt that survive.

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