London/In a dramatic turn of events, Anjana Aryal, once a flourishing homemaker-turned-entrepreneur, found herself at the mercy of a sudden economic downturn as Nepal enforced a ban on the Chinese-owned short video app, TikTok. Aryal’s journey from sharing recipes on TikTok to running a successful business took an unexpected hit last month, leaving her and other prominent Nepali content creators in financial jeopardy.
Armed with just a mobile phone and a passion for cooking, Aryal skyrocketed to social media stardom in Nepal, amassing millions of views and nearly 600,000 followers. The TikTok sensation generated a substantial income, raking in nearly $3,000 (£2,400) from endorsement deals in October alone—more than double Nepal’s average yearly income.
Inspired by her dedicated audience, Aryal ventured into entrepreneurship, launching her own line of pickles that quickly gained popularity, resulting in a flood of orders. However, the ban on TikTok abruptly halted the flow of revenue for Aryal and her fellow content creators, casting a shadow over their livelihoods.
The ban, implemented by Nepal’s government, cited concerns about TikTok damaging the country’s social fabric. This move echoed a growing global sentiment of apprehension towards the popular social media platform. TikTok, owned by Beijing-based ByteDance, boasts over one billion users worldwide. Its rapid growth has provided content creators with vast audiences, leveraging its editing features and AI-powered algorithm.
Yet, TikTok has not been without controversy. Its opaque algorithm has been criticized for segregating users into content silos, and the platform has been accused of spreading disinformation. Scrutiny over user data security and alleged ties to Beijing has led to bans in multiple countries, including neighboring India.
This trend of tightening controls on TikTok has left influencers worldwide on edge. In Pakistan, periodic government restrictions on TikTok have led to income losses, while influencers in the United States have expressed fears of substantial financial setbacks if bans are enforced.
For Anjana Aryal and her counterparts in Nepal, the ban on TikTok has dealt a severe blow to their thriving online ventures, leaving them in a state of uncertainty about the future. As the global debate surrounding TikTok intensifies, influencers everywhere are grappling with the potential repercussions on their livelihoods.