If you've been anywhere near social media or on the TikTok app itself lately, you'll undoubtedly have heard about the TikTok ban supposedly going into effect in January of 2025. While there is still a lengthy process before that happens, millions of users are overwhelmingly anxious due to the tremendous cultural impact the app has had.
More specifically, TikTok has proven to be a powerful platform for both information and expression, but it's also a useful tool for advertisement and promotion, especially for a certain magical corporation with a rodentine mascot. How long will it be before the Walt Disney Company feels the sting?
Like so many corporations, Disney has benefited tremendously from TikTok trends. For better or for worse, influencer culture has generated untold levels of publicity and revenue for the Disney Parks and the studio, but that could all change if the app is banned in the US, which could spell trouble for Disney.
Disney Under the (Social Media) Influence
As TikTok faces a ban set to take place on January 19, 2025 (as CNN reports here), social media at the Disney Parks might fall under a massive shockwave in the aftermath. If the ban goes through, countless influencers will lose their accounts, and Disney will lose a huge chunk of publicity.
From DisneyDan to The Dapper Danielle, many Disney influencers have made a name for themselves on the app, and there's no way the House of Mouse hasn't utilized their presence or taken notice. However, not all influencers are so experienced or professional, and that has proven to be a problem.
As pointed out by Cinemablend's Dirk Libby (seen here), influencers have become a double-edged sword. Theme park streamers and content creators have become something of an annoyance, especially those who film during rides or other attractions in close quarters. This writer agrees with Libby when they make the following statement,
"There’s an argument that many of the livestreamers promote Disney Parks with their content, and that may be true to a degree. But if it causes a problem for the guests who have already paid money, it’s probably not worth it."
The question remains: what will Disney do? The simple answer is that the powers that be will simply resort to other social media platforms to promote the parks, but that's not exactly news. The real concern might be the number of consumers so reliant on the popular app.
Disney has an incredibly vast audience; it always has and always will, but the potential loss of a pop culture fixture will have tremendous consequences. January might still be weeks away, but the clock is still ticking down. It might take more than a little Disney magic to bounce back after this blow.