New York — Joanne Molinaro never anticipated that a seemingly frivolous app downloaded out of boredom would alter the trajectory of her life. As a seasoned attorney who had risen to the ranks of partnership at a prominent Chicago law firm, her career epitomized conventional success. Yet, behind the polished exterior was a sense of despair.
“I used to tell myself I was lucky to have this job that paid my bills,” Molinaro recounted in a candid conversation on CNN’s Terms of Service podcast. “Even if it left me emotionally drained and crying myself to sleep, I thought this was what being a responsible adult meant.”
In the early days of the COVID-19 pandemic, Molinaro joined the ranks of millions turning to TikTok for entertainment and distraction. Initially, she was just a passive observer, but she began sharing cooking videos on a whim. The response was unexpected. One of her videos went viral, and the momentum it generated planted the seeds for a new chapter in her life.
Within a year, Molinaro made the audacious decision to leave her firm and devote herself entirely to content creation. Adopting the moniker “The Korean Vegan,” she built an influential platform that celebrated both her culinary skills and deeply personal storytelling. Over time, she amassed millions of followers across TikTok and Instagram, published a successful cookbook, and established a steady six-figure income.
Molinaro’s story mirrors that of countless creators who have leveraged TikTok’s unique platform to transform their passions into careers. Yet, as TikTok faces a possible nationwide ban in the United States, the community of creators built around the app is bracing for upheaval.
The impending ban, set to take effect on January 19 unless TikTok is sold or the legislation is blocked by the Supreme Court, stems from allegations that the app’s Chinese parent company, ByteDance, could pose a national security risk. Critics, including the U.S. Department of Justice, argue that ByteDance’s access to extensive user data could be exploited for espionage or geopolitical manipulation. TikTok, however, denies these claims and contends that banning the app would violate the First Amendment rights of its 170 million American users.
For creators like Molinaro, the stakes couldn’t be higher. TikTok’s innovative algorithm, which prioritizes compelling content over preexisting social connections, has been a game changer for influencers and small businesses alike. The app’s ability to elevate obscure creators into mainstream prominence within days is unparalleled, a fact that has fueled its explosive popularity since 2020.
Eli Rallo, a creator who started using TikTok during her final year of college, is another beneficiary of the app’s transformative power. Her first viral video, a humorous clip involving her family, garnered over 200,000 views overnight. Today, Rallo boasts more than a million followers across TikTok and Instagram and has turned content creation into a lucrative full-time career.
“My career simply wouldn’t exist without TikTok,” Rallo said. “It’s where I built my audience, where I connect with brands, and where I earn most of my income. If the app is banned, it will disrupt everything.”
Rallo’s concerns are echoed by Molinaro, who has already seen the financial impact of the app’s precarious future. Since President Biden signed the sale-or-ban law in April, Molinaro has experienced a sharp decline in sponsorship deals, with her 2024 earnings dropping by 30%.
This financial uncertainty is compounded by the challenges of transitioning to other platforms. While apps like Instagram and YouTube could serve as alternatives, creators note that their algorithms cater to different styles of content, often requiring a complete overhaul of creative strategies. Moreover, not all TikTok followers are guaranteed to migrate to these platforms, making audience retention a significant hurdle.
As the January deadline looms, creators are left grappling with the fragility of an industry built on digital platforms. For Molinaro, this uncertainty serves as a reminder of the precarious nature of social media success. “Social media is like building your home on sand,” she reflected. “One shift, and everything could crumble.”
