US Brands, Creators Shift to Instagram and YouTube as TikTok Ban Deadline Approaches

The fast approaching TikTok ban deadline is set to determine the fate of the giant social media platform in the US. According to CNBC, this will have an impact on the many brands and creators that have built their businesses on the Chinese app.

Cautious Optimism

The US government may ban TikTok on April 5 under the divest or ban law signed by former President Joe Biden.

The law requires that TikTok’s parent company ByteDance divest its American business. Earlier this year, some creators posted goodbye videos on the platform ahead of the first January 19 deadline. President Donald Trump extended the deadline by 75 days through an executive order. But as the second TikTok ban date in the US approaches, content creators and businesses are now adopting a cautiously optimistic outlook.

“I’m trying to be optimistic and hope that they keep it, but as a creator, I have to be prepared either way. You never know what will happen,” Content Creator Gianna Christine said.

US TikTok users are yet to receive direct updates from the social media giant about its operations in the North American country. However, some like Christin remain positive about chances of the application remaining in the US. As a precaution, she has been expanding her presence on platforms like YouTube and Snapchat.

Another TikTok creator, Alyssa Mckay has also been proactive in diversifying her following on different platforms.
“If you’re not already posting on Snapchat, Instagram Reels, YouTube Shorts, that’s where you need to be,” Mckay said.
She said that her decision to act prior to the TikTok app ban is already paying off because she is generating more revenue through other social media platforms. Mckay has 10 million followers on TikTok.

Business as Usual

TikTok’s operations in the US appear to be normal. Current and previous employees say they have not received communication from the company’s management concerning the future of the social media giant in the US.

On the campaign trail in 2024, President Trump’s comments about TikTok were largely positive, he even used the social media app as a campaign tool. Early last month, Trump said that four prospective buyers were in active talks to acquire the social media giant.

Last week, the president said he might extend the deadline again if a deal is not reached. He also said that he could lower import duties to facilitate TikTok’s purchase.

“I really don’t see TikTok getting banned. Trump really is going to want to show how amazing he is, and make a deal happen,” Wai Social Marketing Agency founder Olivia Plotnick said.

The uncertainty concerning the future of TikTok and the lack of communication from its management has not stopped it from working with partners. Last month, Meltwater, a marketing firm, announced that it had teamed up with the marketing partners program. According to Meltwater, people working at the social media giant seem not to be aware of its future, but they still proceeded with the partnership.

“They are actually going to do more and more things that we can build together and then expose to our customers, so I feel like it’s going business as usual,” Meltwater Chief Tech Officer Aditya Jami said.

TikTok App Ban Effect on Creators

The first TikTok ban deadline did not have a significant impact on postings from US brands and brands. In the week that followed January 19, the ban led to a 10% and 6% increase in posts on Threads and YouTube respectively.

In March, brands and social media creators gradually reduced the number of TikTok posts they planned to publish as the April deadline drew closer. On the flip side, the number of scheduled posts on Instagram increased significantly. Data shows that creators and brands continue to shift content to Instagram as they perceive it as a stable and much safer alternative.