The news: With a TikTok ban in the US fully on the table, influencers are vocally preparing to migrate to other short-form video platforms in case a deal can’t be reached between ByteDance, TikTok, and the US government.
Toeing the line: TikTok’s rapid user growth, discoverability, and strong brand activity made it a go-to platform for influencers looking to reach wider audiences, though they're typically active on several platforms.
The winners: TikTok’s large and growing share of advertising spending won’t disappear if the app goes kaput. Instead, it will be directed to one of the other two leading short-form video platforms: YouTube Shorts and Instagram Reels.
Our take: Clarity and quantity of payouts will have a huge impact on what platforms influencers could bounce to, but so will demographics and viewer growth. Shorts and Reels have competitive demographics and are growing rapidly, but Shorts has stronger, clearer payment policies.
Go further: Worried about how a potential TikTok ban might affect your business? Keep an eye out for our new report, “How to Prepare for a TikTok Ban: 5 Things Marketers Should Do Now,” which will be published at noon ET.