Preparing for a Post-TikTok World

Image credit: Solen Feyissa via Unsplash

On April 24th, 2024, the world watched as the US decided to follow through with the ban on TikTok. While the platform is taking action to fight this out in federal court, TikTok has already experienced a direct impact since the announcement. 

The company experienced over 1,000 layoffs in May and they are rolling out new updates inclusive of working on a US copy of the app that would be independent of ByteDance. Although the platform continues to remain active, the industry has already started to shift its mindset.

Adapting to a New Climate

Creators and brands are still heavily invested in TikTok but it has become more critical to emphasise established platforms. Although research shows that TikTok continues to be the top platform for generating income for creators, YouTube and Instagram are not far behind.

Enter YouTube Shorts. This power player has more than 2.7 billion monthly active users (via Global Media Insight), providing another area for creators and brands to publish their short videos. With Google on its side and the historical clout YouTube has amassed over the last two decades, Shorts provides strong search offerings and high engagement.

In June, the platform announced they will be rolling out access to Community posts to all creators, further enhancing the channel’s ecosystem. With additional updates on the horizon, this platform will be a strong contender for creators and brands to leverage.

Instagram Reels also offers familiar territory for creators and brands to continue short-form video creation. With over two billion monthly active users (via Statista), this format not only provides a similar experience to TikTok when it comes to visual narratives, but it also supports larger Instagram strategies for brands.

Since the announcement of the ban, Meta has rolled out several competitive updates on Instagram with the hope of dominating the space regardless of a TikTok revival. 

One key update includes Instagram completely overhauling their algorithm to support original content creation on the platform; a clear jab at TikTok’s powerful algorithm. Previously, smaller channels’ original content was being undervalued compared to larger channels that would aggregate and reshare content - this new change will support emerging creators getting noticed on Instagram.

Meta also rolled out key metric updates that now include post share rates or 'sends per reach' to enhance visibility on Instagram. Another one-two punch to TikTok as this new update will incentivise brands and creators to zero in on content making and tracking content that is truly shareworthy.

LinkedIn has also become a recent favourable choice for creators more involved in B2B thought leadership. The platform also enables monetisation where creators are able to sell products, trainings, and services through the platform.

Since the launch of Creator Mode in 2021, LinkedIn has seen a massive uptick in contributors further levelling the playing field for creators and brands to have more options in the space. As of February 2024, over 11 million members have activated the feature. Shortly after, the platform rolled out capabilities allowing advertisers to promote posts from independent creators. 

As the industry embraces these shifts and creators seek new ways to diversify their channels and secure new streams of revenue, a wave of emerging platforms have been gaining some traction too.

For instance, there has been a resurgence of blog-like platforms like Substack to support long-form storytelling in a more off-the-cuff, casual way. The vertical has gained popularity more recently in the fashion circuit but there is an opportunity for marketers to test this across multiple niches. In addition, the platform supports long-term affiliate link output; a huge benefit when working with brands who measure full funnel impact and conversions. 

Alternatively, Triller has sparked attention with its approach to music-driven content by catering to a unique market similar to TikTok, offering another channel for engaging with an active audience. 

Platform Forecasting

Trade School predicted a few approaches platforms could take as they anticipate the impending ban.

Based on user functionality on YouTube, if the platform created a standalone Shorts app to be comparable to TikTok, it could really move the needle. Stripping Shorts out of YouTube’s clunky algorithm could be a game-changer for younger audience groups already delving into the platform.

Although there’s still trepidation around X/Twitter, especially after dealing with some brand safety concerns last year, the millennials in us can’t help but hope for a comeback. In this case, we could see the platform reviving Vine from the dead. After all, it was the OG video 'loop' platform before TikTok was even a thought.

If X were also to restructure how they monetise creators through the platform, there could be another revenue stream for creators to consider.

Key Takeaways in Shifting Strategy

Even as new updates are added to the platform, TikTok’s future in the US continues to remain uncertain forcing creators and brands to overhaul their strategies to safeguard their content, clout and more importantly, their established audiences.

Trade School is seeing some quick shifts from clients but anticipate more to come this year as the ban is slated to go into effect January 2025. Pivots include:

1. Reallocating budget into channels like YouTube and Meta. These channels are not only tried and true, they support similar TikTok formats and paid boosting. Their platform’s user functionality is also very much tailored to support creators.

2. Reconsidering Snapchat integration. According to Statista, Snapchat could reach nearly 50 million gen z users. With brands looking to target younger segments, they are revisiting ways they can leverage the platform. In addition, Snap provides effective paid media options for brands to take advantage of.

3. Capitalising on TikTok for short-term activation. Regardless of the ban, TikTok has not been written off yet. While the channel is starting to be deprioritised, specifically by the end of 2024, brands and creators are still using the platform. Also, many brands do not want to lose momentum on the channel until a decision comes to fruition as they are hoping TikTok will be salvaged in some capacity.

As the landscape changes everyday, Trade School is staying on the pulse and forefront of these updates and advising the best strategy for clients on pivots and optimisation in their creator strategies.