India’s TikTok stars can survive the ban—if they diversify

The Narendra Modi government’s decision to ban TikTok has left thousands of Indian content creators in the lurch.

The short-form video sharing platform, which took India by storm a couple of years back, gave rise to a whole new breed of celebrities in the country: the TikTok stars.

Besides enjoying massive fan following on the Bytedance-owned app, these creators have been earning from TikTok via brand endorsements. Some even left their stable jobs to create content on TikTok.

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