Anjana Aryal’s journey from a homemaker to a successful TikTok influencer

Nepali influencer Anjana Aryal, who gained fame for sharing recipes on TikTok, saw her thriving business collapse when the country imposed a ban on the app.

Aryal, who transitioned from a homemaker to an entrepreneur, earned nearly £2,400 in a month from endorsement deals and her pickle business. The ban, enacted to promote “social harmony,” left her and other content creators grappling with the sudden loss of revenue. The move mirrors global concerns over TikTok’s data security, content issues, and alleged ties to the Chinese government, leading to restrictions and bans in various countries.

A Sudden Halt to a Lucrative Venture

Anjana Aryal’s journey from a homemaker to a successful TikTok influencer and entrepreneur took a sudden turn when Nepal banned TikTok, citing concerns about its impact on social harmony. Aryal, who had garnered millions of views and nearly 600,000 followers, was not only an influencer but also operated her pickle business, benefiting from endorsement deals. The ban, echoing actions in other countries, left Aryal and fellow content creators facing uncertainty and financial challenges.

Impact on Livelihoods and Businesses

The ban on TikTok in Nepal affected the livelihoods of influencers who had built successful careers on the platform. Aryal highlighted the broader impact on individuals who were earning, running businesses, or finding entertainment on TikTok. With revenue streams abruptly cut off, content creators faced challenges in sustaining their businesses and adapting to alternative platforms.

Global Scrutiny and Concerns

TikTok, owned by ByteDance, has faced scrutiny worldwide due to data security concerns, alleged ties to the Chinese government, and issues related to content dissemination. Multiple countries, including the United States and India, have taken measures to tighten controls on TikTok, with some imposing bans. The opaque nature of TikTok’s algorithm and its role in content distribution have also raised questions about user data security and the potential spread of disinformation.

Challenges for Influencers Worldwide

The ban in Nepal is part of a broader trend where governments seek

to regulate or restrict TikTok due to various concerns, impacting influencers globally. In Pakistan, periodic restrictions on TikTok have led to income loss for influencers. Similarly, influencers in the United States have expressed fears of losing substantial earnings if TikTok bans are enforced. The challenges faced by influencers highlight the uncertainties and vulnerabilities associated with relying on a single platform for income, especially one facing regulatory scrutiny.

Nepal’s Justification and Response

Nepal’s government justified the TikTok ban by claiming it damaged the country’s social fabric. The move came amid concerns about data security, obscene content, and the app’s alleged role in organizing campaigns. The ban triggered protests, with content creators demanding its reversal, citing an infringement on freedom of speech. Legal challenges were also initiated against the decision, arguing that it curtailed people’s rights.

Hope for Reinstatement and Economic Impact

Stakeholders in Nepal’s influencer marketing industry estimate the market’s annual worth at over $5 million, emphasizing its significant economic impact. The ban has disrupted an evolving market for advertisers and content creators, leading to financial setbacks. Influencers like Anjana Aryal, who once thrived on TikTok, now face the challenge of rebuilding their audiences on alternative platforms.

The Future for Influencers and the Platform

As influencers globally grapple with uncertainties related to TikTok bans and restrictions, the future remains uncertain. The fate of TikTok in various countries, including Nepal, will depend on regulatory decisions, concerns addressed by the platform, and public sentiment. Content creators and influencers may need to diversify their presence across multiple platforms to mitigate risks associated with the potential banning or restriction of a single platform.