Kristina Nolan, vice president of media services at marketing agency DMi Partners, said the TikTok situation is the latest example of why social media creators should always be diversifying their followings.

"We're consistently reminding them to create audience depth on other platforms," said Nolan, whose agency works with more than 50,000 creators.

In recent weeks weeks, DMi has seen more of its creators start to migrate followers elsewhere in a variety of ways, Nolan said. But they have to be careful. Nolan said that some creators worry that TikTok will "shadow ban" them, or reduce their exposure to users, if the technology recognizes that they're promoting profiles elsewhere.