According to eMarketer, the average time adult users spend on TikTok each day in the US is 54 minutes. That’s more time than Instagram, Snapchat and YouTube combined. With the potential of TikTok’s ban looming over everyone’s head, it’s no surprise that everyone’s trying to get their hands on it.
Uncertainty Looms
While the ban could still happen years from now, the impending uncertainty leaves industry watchers to wonder which app will be the biggest winner. Meta, Facebook and Instagram parent company is expected to bring in more advertisers amid the storm.
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Creators and Users in Flux
Creators, faced with uncertainties, are diversifying their presence across different platforms. However, the behaviour of users, especially the youth demographic that is TikTok’s core audience, remains unpredictable. The question arises: will they migrate to established platforms like Instagram, which younger generations often consider useless, or will they embrace new contenders like Triller for viral fame?
Exploring Alternatives
Several alternatives to TikTok have emerged, each with its unique features and appeal:
Meta has a track record of replicating popular features from competitors. For example, in 2020, Instagram introduced Reels, a short video feature similar to that of TikTok. Although Reels have become popular, experts point out that TikTok’s algorithm continues to outperform other platforms when it comes to delivering engaging and relevant content.
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YouTube
Even though TikTok is more popular than YouTube, YouTube still has the majority of US teens using it. According to the Pew Research Center, about 9 out of 10 teens use YouTube. YouTube Shorts was launched by Google in 2020 to capture the short video market. However, the platform’s emphasis on longer-form content may make it less appealing to TikTok’s audience.
Snapchat
Snapchat’s disappearing video feature didn’t appeal to older audiences, but it’s still a hit among teens and young adults. The launch of Snapchat’s new short-video feature, Snapchat Spotlight, in 2020 solidified the company’s position as a leader in the space.
