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TikTok isn’t the first platform to face existential risk, and it won’t be the last (RIP Vine). We’ve seen abrupt changes with X (formerly Twitter), Reddit, YouTube policy shifts, and even Instagram algorithm overhauls. Platform stability is not guaranteed, and yet many influencer marketing agreements still operate as if the playing field won’t change mid-game.
What is a Disruption Clause?
Disruption clauses are provisions that anticipate the real-world possibility of a platform becoming unavailable, restricted, or fundamentally altered and gives all parties a framework to respond.
A strong disruption clause should address and define:
▫️Platform material changes, unavailability, or bans (e.g., government action, litigation, technical failure, material UI changes).
▫️Shifting deliverables to other platforms with creator approval.
▫️Adjusting timelines, fees, or termination rights based on external and uncontrollable events.
▫️IP and usage rights protections if content can no longer be used as planned.
Why It Matters (Now)
Let’s say your campaign is scheduled to go live on September 17th (the current deadline for divesture) and Tiktok goes dark as planned. Without a disruption clause, you’re scrambling: Do creators still get paid? Can you ask them to post to Reels instead? What if they refuse? Are you in breach?
These aren’t hypotheticals. They’re real risks that should be anticipated, not just reacted to.
What Should Each Party Do?
Creators:
Make sure your agreement includes fallback language for where and how you can deliver content if a platform becomes unavailable. Protect your time and compensation.
Agencies:
Standardize disruption language across your influencer contracts. Clarify what happens if your media plan needs to pivot quickly.
Brands:
Ask your legal and marketing teams to assess exposure. If TikTok disappears tomorrow, how will your campaign adapt?
Final Thoughts
The creator economy is real business. And like any business that depends on third-party infrastructure, it needs risk management built into its contracts.
This moment with TikTok is a stress test — but also an opportunity. If we build smarter contracts now, we protect the future of this space and everyone working in it.