TikTok Influencer Navigates Potential Ban, Emphasizes Diversification
Yumna Jawad, the founder of the popular Feel Good Foodie brand, is facing the prospect of a potential TikTok ban with a mix of concern and confidence. As a significant presence on the platform, Jawad acknowledges the impact such a ban could have on her business but remains optimistic due to her diversified income streams.
“TikTok has been an incredible platform for connecting with my audience and generating income through sponsored content,” Jawad stated. “While a ban would certainly affect us, we’ve built our business to withstand such challenges.”
Jawad’s journey as a content creator began in 2013, focusing primarily on cooking content. A temporary Instagram deactivation in 2014 served as a wake-up call, highlighting the importance of not relying solely on one platform. This experience shaped her approach to building a resilient business model.
In 2016, Jawad transitioned from her marketing career to become a full-time influencer after her content creation income surpassed her consultant salary. The shift coincided with changes to Instagram’s algorithm, prompting her to establish a website to ensure content stability.
Today, Feel Good Foodie boasts a team of 12 contractors and generates revenue from seven distinct streams. Notably, 60% of the company’s income comes from website ad revenue, while 30% is derived from sponsored content on Instagram and TikTok. Additional revenue sources include a cookbook and presence on other social media platforms.
“Our diversified income strategy has been crucial in preparing for potential disruptions like a TikTok ban,” Jawad explained. “While we anticipate a 20-25% reduction in sponsored content rates, our strong presence on other platforms provides financial stability.”
Jawad emphasizes the importance of transferable skills across social media platforms, allowing content creators to adapt to new environments. She remains optimistic about her company’s future, acknowledging the challenges that lie ahead for both creators and advertisers in navigating potential platform shifts.
As the possibility of a TikTok ban looms, Jawad’s experience serves as a testament to the importance of diversification and adaptability in the ever-evolving landscape of social media influencing.
