I'm an influencer with 2 million followers on TikTok. Facing potential disappearance, I'm grateful for my business diversification.

Yumna Jawad, the creator behind Feel Good Foodie, has amassed an impressive 2 million followers on TikTok. The looming threat of a TikTok ban casts a shadow over her business, but she has proactively expanded her presence across various platforms to secure her income.

Anticipating TikTok's absence

Reflecting on the possible TikTok ban, which might be implemented imminently if the Supreme Court doesn't intervene, there's a sense of loss. TikTok's disappearance would mean missing out on its unique social and cultural contributions.

For Feel Good Foodie, losing TikTok would definitely be significant. With over 2 million fans generating revenue through sponsored deals and content creation, the potential ban would affect earnings, though less dramatically than for others. Early on, I realized the importance of having varied income streams.

Lessons from past social media challenges

I embarked on the Feel Good Foodie adventure in 2013 to self-educate in cooking. My Instagram presence expanded quickly, reaching around 300,000 followers within a year and a half. I began receiving free products and occasional brand payments.

In 2014, my Instagram account was deactivated without explanation, a situation faced by other food influencers as well. This wake-up call highlighted the volatility of relying on a single platform.

Turning point from marketing to full-time influencing

As a marketing consultant, I earned approximately $80,000 annually. However, as Feel Good Foodie grew, my influencer income soon eclipsed my marketing salary, allowing me to wholeheartedly pursue content creation as my primary career.

With Instagram's algorithm shift in 2016, I noticed diminished exposure for my content, prompting me to establish a website. This strategic move ensured my audience could access my work, unaffected by platform changes.

Current business model and income streams

Feel Good Foodie has flourished into a robust enterprise. While my income details are culturally sensitive within my Lebanese heritage, I can share that I employ a team of 12 contractors and generate more revenue than my prior marketing role.

Diversifying my revenue streams, around 60% comes from ads on my website, and another 30% is sourced from sponsored posts, primarily on Instagram and TikTok. There are additional earnings from my cookbook and my presence on Facebook, YouTube, and Pinterest.

Impact of a potential TikTok ban

Even with diversification, a TikTok ban would still affect my earnings slightly. My sponsored contracts often include both TikTok and Instagram, and a loss of TikTok would necessitate a revised pricing model, likely reducing my sponsored content income by 20-25%.

Fortunately, I have robust audiences across other platforms. My website sees about 7 million monthly views, making it attractive to advertisers, while Instagram boasts over 4 million followers. My business's resilience reassures me about enduring changes.

Transferring skills across platforms

Social media landscapes are fluid, with platforms coming and going, challenging advertisers' adaptability. Building a trustworthy presence on any new platform takes time. Although I've thrived on TikTok, my skills are adaptable, ensuring my business can pivot as needed. Despite the uncertainty of TikTok's future, I remain positive about the prospects for Feel Good Foodie.