“What’s gonna hurt TikTokers the most is losing the ‘For You’ page’s power. Sure, every social network’s got their own version of an interest-based algorithm now, but none have come close to TikTok. That algorithmic precision is why so many TikTokers saw major virality at times — their content always got to the right audience. That doesn’t feel true of the other platforms, including Instagram,” said Jack Appleby, social consultant and creator at Future Social.
While other platforms have copied some of TikTok’s features, the results aren’t the same, Olson said.
TikTok had argued the law violated free speech rights, but justices sided with the U.S. government, which said the law aims to regulate a foreign-owned app that can track and collect user data.
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Jawad agreed, saying the food videos she creates “are not polished or perfect, but they can teach you easy delicious recipes in under a minute without even knowing you were looking to learn a new recipe.”
His reversal came after meeting with Jeff Yass, a Republican megadonor who owns a significant share of ByteDance, media outlets reported. Trump has said they did not discuss the company, per The New York Times.
“I expect to lose about six figures worth of income in one year from the brand partnerships I have on TikTok, the creator fund and the advertising income derived from TikTok users visiting my website”
Trump’s embrace of TikTok is a turnaround from 2020, when he said it presented a national security risk and issued an executive order barring it. It was struck down by a judge who said he had overreached.
Where creators are going
Many TikTokers are heading to RedNote, a platform also based in China. According to reports on Reuters, RedNote has welcomed 700,000 so-called “TikTok refugees.”
“I expect to lose about six figures worth of income in one year from the brand partnerships I have on TikTok, the creator fund and the advertising income derived from TikTok users visiting my website,” said Yumna Jawad, content creator at Feel Good Foodie who has 2.1 million followers.
President Joe Biden doesn’t plan to enforce the ban, set to take effect a day before he leaves office. That leaves TikTok’s fate in the hands of President-elect Donald Trump, who once tried to ban the app but more recently has pledged to save it.
But some TikTok creators remain skeptical they will flourish there, even if the algorithm is similar.
Trump changed his mind last year as he used the app to court younger voters. Late last year he asked the Supreme Court to delay a ban.
“Because Instagram’s origins come from following friends, there’s a deeper expectation of interaction and fan appreciation. Convincing viewers to follow you matters a whole lot more on Instagram,” Appleby said.
A flurry of activity to try to save TikTok, or at least delay its departure, preceded the ruling. The Chinese government reportedly considered selling the app’s U.S. operations to billionaire Elon Musk as an option. A group formed by billionaire Frank McCourt and backed by investor Kevin O’Leary offered to buy the app, CNN reported.
TikTok CEO Shou Chew has a front-row seat reserved at Trump’s inauguration, The New York Times reported.
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Can Trump save TikTok?
Trump is exploring options to “preserve” TikTok, according to his incoming national security adviser, Florida Rep. Mike Waltz. He told Fox News the federal law that could ban TikTok also “allows for an extension as long as a viable deal is on the table.” Another possible option: Trump could direct the Justice Department to not enforce the ban, The Associated Press reported.
“TikTok provided a creator-friendly environment that was ideal for artist discovery,” Olson said. The ‘original sound’ feature made it so easy to create moments and build community for artists. Instagram and YouTube have these features as well, but the ability to be discovered and have viral moments is significantly more difficult.”
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