The recently announced 90-day grace period to the long and arduous one-day ban of TikTok in the U.S. gave everyone a little breathing room to think things over, but there’s no denying that this deadline will approach faster than a viral TikTok dance comes and goes.
Whether the app gets the boot in the U.S., becomes another Elon-owned platform – which he assures the world that it won’t – or pulls off the comeback of the century, it’s clear we’re living through a social media shakeup.
TikTok’s unique algorithm allows the most niche content to go viral (looking at you, chocolate covered strawberries that chalked up 190m+ views). But with all the uncertainty, creators are already seeing their engagement drop, while being wary of investing time and energy into content that might disappear.
So, where might the TikTok exodus head next? Many are eyeing RedNote, a Chinese app that’s been dubbed a hybrid of Instagram and TikTok. It’s seen a surge in downloads, especially among U.S. users, seeking a familiar short-form video fix.
On the flip side, some brands and creators are relieved at the idea of only having to focus on one platform like Instagram – who has been lightning-quick to roll out (very unsubtle!) TikTok-like features in a bid to capture the fleeing user base. Its grid format has become 4:5 and reels can now go up to 3 minutes.
But let’s be real: no one knows what TikTok’s fate will hold, and predicting what new platforms might rise is a bit of a guessing game. If there’s one lesson to take from all this, it’s the importance of ‘future-proofing’ your brand. For businesses, diversifying your audience across multiple platforms is a no-brainer. We’ve seen the ability for social media accounts to be removed in seconds, so having other channels (eg. an email list, SMS marketing, other social platforms) is key to ensuring you always have an audience to speak to.
In a world where social media changes faster than an Alix Earle outfit sells out, the key to surviving is adaptability. Whether TikTok sticks around or not, brands and creators who stay flexible will always come out on top.
