KATHMANDU, Dec 19: The ban on TikTok imposed by the Government of Nepal has had a profound impact on numerous people, many of them losing their means of livelihood.
For individuals like Anjana Aryal, TikTok wasn't solely a platform for entertainment; it was the very foundation of their financial stability and entrepreneurial ventures.
From being a homemaker to evolving into an entrepreneur by sharing her culinary expertise on TikTok, Aryal swiftly gained popularity. With a phone in one hand and a knack for cooking in the other, she amassed millions of views and nearly 600,000 followers.
That all came to a sudden halt when Nepal banned TikTok purportedly to protect ‘social harmony’, following similar restrictions imposed in other countries amid concerns over data security, obscene content and its owner's alleged ties to the Chinese government.
TikTok, a social media giant under the ownership of Beijing's ByteDance, has emerged as a global powerhouse, boasting a staggering user base of over one billion individuals.
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For Aryal, 39, the platform not only provided her recognition but also brought financial gains, with endorsements alone fetching her nearly three hundred thousand rupees in a single month of October, an amount surpassing Nepal's average yearly income.
Buoyed by her audience's encouragement, Aryal ventured into her own pickle brand, triggering a flood of orders that filled her inbox. However, since the ban, Aryal, along with other influential Nepali content creators, faced a stark reality as streams of income evaporated.
"The ban on TikTok has affected everyone—those earning, running businesses, or simply seeking entertainment. Now, they're all grappling with uncertainty," Aryal said.
Following the ban on TikTok in Nepal, many local artists faced uncertainties about their income sources.
But are there no other digital platforms that generate revenue? “While TikTok's closure poses challenges, avenues exist beyond TikTok that offer potential for income generation for Nepali artists,” says Digital Strategist Sajan Khatiwada. “TikTok surged in popularity due to its ingenious algorithm, enabling businesses to flourish organically,” he said, adding, “However, there is a plethora of digital platforms beyond TikTok, offering significant earning potential for creators.”
Khatiwada mentioned that beyond TikTok, there exist over 100 alternative digital platforms offering revenue opportunities such as Spotify, Apple Music, iTunes, Amazon Unlimited, NetAge, Amazon Cloud, Instagram, Pandora, among others, known for providing substantial royalties for music usage.
He said that sharing video content from TikTok on YouTube and Facebook pages could yield attractive royalties. According to him, if these videos gain popularity on YouTube and Facebook, the generated ad revenue can result in significant royalties.
"Contents that have been created on digital platforms can be placed on Facebook, Instagram and other audio platforms to get good revenue from there," said Khatiwada, "There’s no need to worry about TikTok being closed, there are many streaming platforms that provide revenue. But the challenge would be having to start from zero."
Despite the ban, a significant number of people, especially the younger generation, vehemently opposed it. Amidst demonstrations and writ petitions filed in the court against the ban, it sparked some serious soul searching and creativity. A group of Nepali youths came up with an app called 'Ramailo.' It's like their own version of TikTok, made right here in Nepal. Idea Jar Company introduced the app and the company's joy in introducing 'Ramailo' as a locally developed app resonates with the increasing popularity of short video formats among the younger generation.
Amidst the government's struggles to regulate platforms like TikTok and Facebook, the company argued that overseeing a Nepali-built app would be simpler. The 'Ramailo' app provides functionalities including video viewing and uploading, content discovery, engagement through liking, comments as well as sharing, and live streaming. Moreover, the company intends to compensate content creators based on the quality and popularity of their content.
The emergence of the 'Ramailo' app stands as a testament to the resilience and innovative spirit of Nepali youths. Its potential success not only offers a local alternative but also holds promise in curbing the outflow of Nepali resources to foreign platforms while safeguarding user data.
