Lessons from India: Adapting to Life Without TikTok

TikTok fans in the United States are concerned about potentially losing access to the popular social media app. In light of this situation, there are valuable lessons that can be taken from a country located on the opposite side of the globe.

Recently, the US House of Representatives approved a bill that could potentially result in a nationwide ban of TikTok. Although the Chinese-owned app is not immediately disappearing from American users' phones, the news has caused distress among its 170 million users in the country.

But here's the thing: You can still do well without TikTok. Just look at the country with the most people on Earth.

In June 2020, following a deadly clash between Indian and Chinese soldiers that resulted in the death of 20 Indian soldiers, the government in New Delhi made a sudden decision to ban TikTok and a few other popular Chinese apps.

When India banned TikTok and several Chinese apps, the US was quick to support the decision, according to Nikhil Pahwa, the founder of tech website MediaNama based in Delhi. Former US Secretary of State Mike Pompeo even praised the ban, stating that it would enhance India's sovereignty.

Although the sudden ban of TikTok in India surprised its 200 million users, many have since discovered alternative platforms in the four years that have followed.

The ban on Tiktok created a huge opportunity as its 200 million users needed a new platform to turn to. Pahwa mentioned that American tech companies took advantage of this situation by introducing their own alternatives.

The ban caused distress for many Indian TikTokkers as they struggled with confusion and even anguish in the aftermath.

In 2020, TikTok had gained immense popularity among Indians seeking a break from the stress of the strict Covid-related lockdowns.

"According to Saptarshi Ray, head of product at Viralo, a Bengaluru-based influencer marketing platform, TikTok has made the dream of becoming a Bollywood star a reality for many in India, even those from small towns. Overnight, people have been able to gain fame through the platform."

"However, it wasn't long before additional opportunities for showcasing their creativity and pursuing business ventures emerged."

A fierce competition broke out between American tech giants and local startups to seize the opportunity. Shortly after the ban, Meta's Instagram launched its version of TikTok called Instagram Reels in India. Google also joined in with its own short video platform, YouTube Shorts.

Meanwhile, Indian alternatives like MX Taka Tak and Moj started gaining more users and attracting more investments.

However, those local startups quickly lost momentum and failed to compete with the successful American companies due to their extensive reach and financial strength.

A Google spokesperson referenced a report from consulting firm Oxford Economics, revealing that the "YouTube creative ecosystem" made a significant contribution of around $2 billion to the Indian economy in 2022.

Ray mentioned that Indian content creators quickly transferred their old TikTok content to Instagram Reels and YouTube Shorts. He noted that some influencers were posting up to seven Reels a day and gaining four to five million subscribers annually. However, not everyone was successful in growing a large following on these platforms.

After the ban, Clyde Fernandes, executive director of artist management at Opraahfx, noted that many users and creators felt lost and some are still struggling to recover from that setback.

Fernandes also mentioned that the growth and popularity one could achieve on TikTok remains unmatched compared to other social media platforms.

What about safety?

US officials and lawmakers have long voiced concerns that the Chinese government could compel TikTok’s parent ByteDance to hand over data collected from American users.

Cybersecurity experts believe that the national security concerns related to TikTok are mostly theoretical. On the other hand, Indian experts argue that banning TikTok has not necessarily made digital spaces safer.

Vivan Sharan, a partner at Koan Advisory Group in Delhi, expressed skepticism about the impact of removing TikTok on cybersecurity threats. He emphasized the importance of increasing user awareness about the software on their devices and the risks associated with downloading content from the internet.

US lawmakers are concerned that TikTok could be used by Beijing to spread propaganda, misinformation, or influence Americans. Despite TikTok being removed, Indians are still vulnerable to these threats.

Sharan pointed out that even without TikTok, there are still serious issues like deepfakes that need to be addressed in terms of content and disinformation. Overall, the risk landscape does not change significantly with or without TikTok.

Editor's P/S:

The potential ban on TikTok in the United States has sparked concerns among its millions of users. While the outcome remains uncertain, the experience of India, which banned the app in 2020, offers valuable lessons. Despite the initial disruption caused by the ban, Indian users quickly adapted to alternative platforms, demonstrating the resilience of the social media ecosystem.

However, it is important to acknowledge that the ban on TikTok in India did not eliminate cybersecurity threats or propaganda concerns. The Indian government's decision was not based on technical vulnerabilities but on broader geopolitical tensions. The article highlights the complex interplay between national security, data privacy, and the freedom of expression, which must be carefully considered when making decisions about social media regulation. while TikTok may be banned, the challenges of content regulation and user safety will persist in the digital landscape.