The REAL Timeline of the TikTok Ban

The Timeline of the Potential TikTok Ban

TikTok ban videos are positioning it as a done deal, but this isn’t the reality. It’s sending people into a panic, so we figured we’d clear things up.

Here’s the estimated timeline for the worst case scenario:

• March 13: House passes the bill that could ban TikTok. Senate Majority Chuck Schumer basically says he’s in no rush to get the bill on the Senate floor.

• Mid to Late April: The Senate won’t be in session for several of the coming weeks. They’ve also got several important topics on the docket—like reviewing the President’s proposed budget and conversations about foreign relations. We can’t imagine they’d get it on the floor before mid to late April at the very earliest.

• Late April to Early May: For the bill to pass and head up to President Biden, it needs 60 “yes” votes. There are 100 members in the Senate. Deliberation could take quite some time. Plus, the Senate is known to be a slow-moving body, so this estimate is being generous.

• Mid May: Let’s say it passes through the Senate quickly and reaches Biden’s desk. He signs immediately. ByteDance now has 165 to 180 days (different sources say different things) to sell TikTok. If they sell to a US company, the app lives on.

• January 2025: If ByteDance doesn't sell, there’s a ban in the US when that 180-day period ends. This would put us around January 2025 in a worst case scenario.

So before you panic, know that you have time. This is a reminder to own your audience, diversify the channels you post content on, and treat it like a business always.

Yahoo for Creators

Yahoo is in their comeback era—at least they might be. They just announced Yahoo for Creators, a program that gives writers a platform to share their work and earn ad revenue from it.

Given that Yahoo has over 100 million monthly US visitors, this gives creators a unique way to capitalize on their already-established traffic to drive traffic to their work.

Now, this wasn’t designed for video creators, but we can see it being incredibly valuable. Given that so many of you script out your videos, you could publish them on Yahoo alongside the video. If you don’t script, you can use a tool like Descript to turn your video content into blogs, then publish those. We’re eager to see what creators end up making on here.

The Rise of Connected TV Partnerships

Connected TV (CTV) partnerships are on the rise. In fact, one study found that 59% of marketers say their CTV spending has increased over the last year. And two new programs—Creator TV by Linqia and LTK CTV—just launched, both with the goal of connecting creators to CTV campaigns.

We’re not sure what creators are making on CTV ads just yet, but we do know CTV advertising is set to grow to $25.9 billion.

Quick Links

🥤 Prime Hydration becomes the official sports drink of the Los Angeles Lakers.

📷 Kate Middleton posted a photoshopped image and the internet freaked out.

🎶 YouTube Music gets a new feature—hum to find the song you’re looking for.

🎮 LinkedIn is adding in-app games and news to their platform.

See ya next week,

Karat