TikTok creators face 'migration wave' to make money

Accordingly, Charli D'Amelio, the second most followed creator on TikTok (with 152 million followers), is looking to diversify her business, as tensions on the app continue to rise.

Charli D'Amelio isn't sure how much longer she'll be able to serve up viral short-form videos to her 152 million followers. A bill supporting a ban on TikTok, owned by China's ByteDance, is currently being introduced in the US House of Representatives, and has the support of US President Joe Biden.

TikTok creators face “migration wave” to make money. (Photo: Money; Shutterstock)

Unsure which way the “ geopolitical winds” will blow, Charli D’Amelio is looking to build her presence elsewhere. Her latest effort is a partnership with Shopify to bring her family’s online shoe brand to physical stores.

“ You have to remember that social media always comes and goes. There are new apps, there are new people, there are new exciting trends, ” D’Amelio said in an interview at Shopify’s D’Amelio Pop-Up Shoe Store in New York.

Charli D'Amelio also said: “ There's definitely a little bit of fear when it comes to social media, just because you never know what's going to happen next .”

D'Amelio rose to fame on TikTok in 2019 and was named the platform's highest-paid creator by Forbes two years later, with the magazine reporting that she and her sister earned a combined $27.5 million that year.

In September 2022, the family launched D'Amelio Brands, whose products include D'Amelio Shoes and Be Happy Snacks popcorn. The venture raised a $6 million seed round in 2022 from notable figures including Fanatics CEO Michael Rubin, entrepreneur Richard Rosenblatt and Apple executive Eddy Cue.

Now, with Shopify, the D'Amelio family is partnering to bring their shoes to pop-up events in Los Angeles and New York. Shopify supports the stores through the company's point-of-sale system.

Members of the House Committee on China last week introduced a bill that would require parent company ByteDance to divest TikTok or face a US ban. The committee voted 50-0 to send the bill to the US House of Representatives. US President Biden said he would sign the bill if Congress passed it.

While TikTok CEO Shou Zi Chew has denied any ties between the app and China, US regulators and lawmakers have expressed concerns about the company's Chinese ownership, and the possibility that US user data could be shared at Beijing's request.

HUYNH DUNG (Source: CNBC)

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