With TikTok facing a potential shutdown in the U.S., tech companies like Snapchat and Substack are aggressively targeting its creators and users. Platforms are utilizing various strategies, including influencer campaigns and cash prizes, to attract TikTok's massive audience. The battle for creator attention intensifies as companies capitalize on the uncertainty surrounding TikTok's future.
about to be shut down in the U.S. pending a Supreme Court ruling on its future , other tech companies are preparing to swoop in to poach creators and users from the video platform. have been gunning for TikTok for years, the threat of the platform’s imminent closure is a one-time chance to steal the app’s more than 170 million U.S. users, and its enormous roster of creators, many of whom had been earning a living through the service.
“Snapchat has been the best and easiest platform to grow a real community, so doing this campaign was a no-brainer,” says Jowsey. “Other apps feel like they need to be heavily curated, but on Snapchat there’s no pressure and it feels like I’m talking to my friends. It’s been amazing to see how posting daily on Snapchat has helped push my podcast numbers drastically because they get to know the real me.
“We’ve been recruiting people from all kinds of social media apps for a while on the pitch that the deal you get on these apps is not as good. You don’t own your relationship with your audience. You don’t have your own space on the internet, you are at the mercy of an algorithm that doesn’t always have your best interest at heart,” Substack CEO Chris Best says.
Of course, while Snapchat and Substack are launching very public campaigns, YouTube Shorts and Meta’s Reels are the biggest players in the short-form video space after TikTok, all using algorithmic engagement to push relevant content to users, and giving the videos prime placement in their apps and on their platforms.
According to this creator, however, YouTube was far ahead of other platforms when it came to monetizing videos, even if YouTube Shorts offered smaller payouts than normal videos.
TIKTOK SOCIAL MEDIA TECH COMPANIES CREATOR ECONOMY SHORT-FORM VIDEO
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