In India, a country with a population of 1.4 billion people, TikTok managed to amass an audience of 200 million users in just a few years, making it its largest market. However, on June 29, 2020, the Indian government banned TikTok and 58 other Chinese apps following escalating tensions between India and China on their border.
This sudden ban caused a popular form of entertainment to disappear overnight, leaving many in dismay. As the U.S. government considers a similar ban, India’s example serves as a warning of potential consequences for social media companies and their audiences.
TikTok, owned by ByteDance in Beijing, established itself in India in 2017, offering content in various local languages. The platform showcased short, homey videos shot in small towns or farms set to popular music. Many found TikTok to be a way to showcase talent and build businesses.
One such individual was Veer Sharma, who gained seven million followers on TikTok, earning him recognition on the streets of Indore. Following the ban, his stardom faded, leaving him in tears at the thought of losing his connection with his fans.
The ban led to the rise of Instagram Reels and YouTube Shorts, similar products that caters to the audience left idle by TikTok’s absence. However, the simplicity and charm of Indian TikTok content seemed to have been lost in the transition.
With American tech giants dominating the Indian market, the absence of Chinese competition left a void that companies tried to fill with limited success. This ban marked a shift in India’s approach to online platforms, especially those with Chinese connections.
The ban on TikTok was a response to concerns about data security and privacy, framing the issue as a matter of national security. While India has continued to impose restrictions on tech companies, influencers like Veer Sharma have found ways to rebuild their careers after the ban.
The ban on TikTok, along with other Chinese apps, has reshaped India’s online landscape, leading to new trends and opportunities for influencers. Despite initial setbacks, many have found ways to adapt and thrive in the evolving digital world.
