Instagram and YouTube Prepare to Benefit From a TikTok Ban


Follow live updates on the Supreme Court ruling against TikTok.

On Wednesday afternoon, executives at Meta held a Q&A session with some of its employees about the state of American politics.

Alex Schultz, the chief marketing officer, addressed questions about Meta’s embrace of the incoming Trump administration and what he said was the company’s precarious standing overseas, according to two attendees. He also said that Meta was paying close attention to the fate of one of its greatest competitors: TikTok.

Depending on what happened to TikTok, which is owned by the Chinese company ByteDance and faces a ban in the United States, Meta needed to prepare for what could be a seismic shift in how Americans used social media, Mr. Schultz said. Meta had the potential to benefit, but he said the company needed to be ready.

Meta, which owns Facebook, Instagram, WhatsApp and Threads, has a particular interest in the outcome. The Silicon Valley giant — along with Google’s YouTube and other social media apps — may stand to benefit if a law banning TikTok from the United States takes effect on Sunday, leaving TikTok’s 170 million monthly U.S. users high and dry. On Friday, the Supreme Court upheld the federal law in question.

In private, Meta has dispatched teams to prepare for scooping up as many so-called TikTok refugees as possible, three people familiar with the plans said. That includes doing more to court TikTok’s popular influencers and possibly further tweaking Instagram to make certain features more familiar to heavy users of TikTok, they said. Instagram offers Reels, a short-form video product that competes with TikTok.

“Instagram is a natural home” for TikTok creators and users, said Richard Kramer, a financial analyst at Arete Research. “Like TikTok, the app has online shopping and robust user engagement.”

YouTube has also made changes to its app — particularly YouTube Shorts, which provides users with quick vertical videos — to appeal to TikTok creators. In October, YouTube expanded the maximum length of YouTube Shorts videos to three minutes, up from one, to capture creators accustomed to TikTok, where videos can stretch up to 10 minutes. This week, YouTube invited some creators who use its app and TikTok to a YouTube Shopping “boot camp” program to get up and running on the platform.

In a statement, a Meta spokesman said the company was “following the news.” He added, “Like other apps and services in this highly-competitive space, we’re of course assessing what various potential scenarios could mean for our products.”

A YouTube spokeswoman said the company regularly runs boot camps to inform creators about product features and formats.

For years, Meta and Google have prepared for the possibility of a TikTok ban in the United States. Their planning kicked into high gear in April, when President Biden signed a bill into law that would force ByteDance to sell TikTok to non-Chinese owners or face a ban in the United States. TikTok sued the federal government to challenge the law, with the case eventually landing in the Supreme Court.

In public, Meta and Google have remained relatively quiet on what may happen if TikTok is banished from the United States, but they have been active behind the scenes, said three people familiar with the companies’ plans.

At the Meta meeting on Wednesday led by Mr. Schultz, executives discussed how to divvy up internal resources — including workers and financial support — partly to deal with a potential influx of TikTok users, the two employees familiar with the call said. Some teams have discussed how to help TikTok users transition to Instagram, including by potentially bringing some of their TikTok videos to Instagram, the people said.

Instagram and YouTube would both gain “incrementally” more revenue and time spent on their apps by users if TikTok is banned, John Blackledge, an analyst at the investment firm TD Cowen, said in an interview. But Instagram has the edge, he said.

U.S. internet users said they would most likely watch Instagram Reels after TikTok’s ban, according to TD Cowen’s recent survey of 2,500 consumers. Reels would attract 29 percent of respondents, while 23 percent said they would spend more time on YouTube Shorts, and 15 percent would look for a new app, according to the survey.

Among advertisers, Instagram’s advantage appeared even starker, with 56 percent of ad buyers telling TD Cowen in a survey last quarter that their clients most wanted to advertise on Reels this year. Another 24 percent prioritized YouTube Shorts, while 20 percent preferred TikTok.

Meta and Google are not the only companies trying to capitalize on TikTok’s potential misfortune. On Saturday, Substack, the newsletter start-up, announced a $25,000 “TikTok Liberation Prize,” which will be awarded to the creator whose video convinces the most TikTokers to post about joining Substack, no matter what happens to TikTok.

Clapper, a short-video app similar to TikTok, this week offered some creators $200 for each video they make that advertises its site as a destination for TikTok refugees. The company said the rate varied based on a creator’s content and following. And Xiaohongshu, a Chinese TikTok-like app known colloquially as “RedNote” in English, has also skyrocketed to the top of the App Store.

Still, which company may take over TikTok’s territory is far from settled. Sammi Scotto, who makes content for TikTok and helps other creators join social media platforms, said she was not putting all her eggs in one basket.

“I’ll be focused on Instagram, YouTube and LinkedIn,” she said, “but keeping my eye on the others.”



Source link

Share

Latest Updates

Frequently Asked Questions

Related Articles

China’s JD.com moves into food delivery, starts recruiting restaurants

China's e-commerce giant JD.com is venturing into the country's highly competitive food delivery...

Realme P3 Pro Design Teased; to Be Available With a Glow in the Dark Rear Panel

Realme P3 Pro is set to be unveiled in India on February 18....

Texas awards grants to five space companies

WASHINGTON — A Texas state agency awarded $47.7 million in grants to five...
SULTAN88
SULTANSLOT
RAJA328
JOIN88
GFC88
HOKIBET
RUSIASLOT88
TAHU69
BONANZA99
PRAGMABET
MEGA55
LUXURY777
LUXURY333
BORJU89
QQGAMING
KEDAI168
MEGA777
NAGASLOT777
TAKSU787
KKSLOT777
MAS77TOTO
bandar55
BOS303
HOKI99
NUSA365
YUHUSLOT
KTP168
GALAXY138
NEXIA138
PETIR33
BOOM138
MEGA888
CABE888
FOSIL777
turbospin138
KAPAKBET
SUPERJP
sultankoin99
dragon88
raffi888
kenzobet
aladin666
rgo365
ubm4d
GERCEP88
VIVA99
CR777
VOXY88
delman567
intan69
CABE888
RNR303
LOGO303
PEMBURUGACOR
mpo383
cermin4d
bm88
ANGKA79
WOWHOKI
ROKET303
MPOXL
GURITA168
SUPRASLOT
SGCWIN
DESA88
ARWANA388
DAUNEMAS
ALADDIN666
BIOWIN69
SKY77
DOTA88
NAGA138
API5000
y200m
PLAYBOOK88
LUXURY12
A200M
MPO700
KENANGAN4D
cakrabola
PANDAGENDUT
MARVEL77
UG300
HOKI178
MONTE77
JASABOLA
UNTAR4D
LIDO88
MAFIABOLA77
GASPOL189
mpo999
untung138
TW88
JAGUAR33
MPOBOS
SHIO88
VIVO4D
MPOXL
JARISAKTI
BBO303
AONCASH
ANGKER4D
LEVIS4D
JAGO88
REPUBLIK365
BOSDEAL88
BOLA168
akunjp
WARTEGBET
EZEBET
88PULSA
KITAB4D
BOSDEAL88
STUDIOBET
MESINKOIN
BIMA88
PPNUSA
ABGBET88
TOP77
BAYAR77
YES77
BBTN4D
BBCA4D
VSLOTS88
MPO800
PAHALA4D
KPI4D
JURAGAN77
QQ188
BOLAPELANGI
C200M
QQ998
GWKTOGEL
MEGABANDAR
COLOWIN
VIP579
SEVEN4D
MPO188
DEWATA88
SURAT4D
SINAR123
LAMBO77
GUDANG4D
AWAN4D
PLANETLIGA
GT88
ROYALSPIN88
MAMAJITU
MITO99
PEDIA4D
WIBU69JP
333HOKI
SIDARMA88
NAGAEMAS99
HOLA88
CAKAR76
KINGTOTO
RATUGAMING
SSI168
PILAR168
ACTOTO
EYANGTOGEL
KAISAR328
SLOT628
KAISAR88
DOTA88
MAXWIN369
ALIBABA99
MM168
SQUAD777
NAGABET88
JAYABOLA
SEMPATIGAME
PANDAJAGO
PIKAT4D
SINGA77
YUYU33
MASTERPLAY99
VICTORY39
NASA4D
PERMATA55
SAKAUSLOT
CK303
MPOTOWER
CIPUTRABET
WINJUDI
DEWI5000
IYA777
MAHIRTOTO
GOSLOT88
TIPTOP4D
RAJA787
JBO680
JOKER188
EPICPLAY88
TRIVABET
KAISAR189
JOKER81
JPSPIN88
MAYORA4D
DJARUMPLAY
OVO88
BAKTI78
WINGSLOT77
ICAFE4D
PDTOTO
JETPLAY88
CMBET88
CMBET88
didascaliasdelteatrocaminito.com
glenellynrent.com
gypsumboardequipment.com
realseller.org
https://harrysphone.com/upin
gyergyoalfalu.ro/tokek
vipokno.by/gokil
winjospg.com
winjos801.com/
www.logansquarerent.com
internationalfintech.com/bamsz
condowizard.ca
jawatoto889.com
hikaribet3.live
hikaribet1.com
heylink.me/hikaribet
www.nomadsumc.org
condowizard.ca/aromatoto
euro2024gol.com
www.imaracorp.com
daftarsekaibos.com
stuffyoucanuse.org/juragan
Toto Macau 4d
Aromatoto
Lippototo
Mbahtoto
Winjos
152.42.229.23
bandarlotre126.com
heylink.me/sekaipro
www.get-coachoutletsonline.com
wholesalejerseyslord.com
Lippototo
Zientoto
Lippototo
Situs Togel Resmi
Fajartoto
Situs Togel
Toto Macau
Winjos
Winlotre
Aromatoto
design-develop-test.com
winlotre.online
winlotre.xyz
winlotre.us
winlotrebandung.com
winlotrepalu.com
winlotresurabaya.shop
winlotrejakarta.com
winlotresemarang.shop
winlotrebali.shop
winlotreaceh.shop
winlotremakmur.com
Dadu Online
Taruhantoto
a Bandarlotre
bursaliga
lakitoto
aromatoto
Rebahin
untungslot.pages.dev
slotpoupler.pages.dev
rtpliveslot88a.pages.dev
tipsgameslot.pages.dev
pilihslot88.pages.dev
fortuertiger.pages.dev
linkp4d.pages.dev
linkslot88a.pages.dev
slotpgs8.pages.dev
markasjudi.pages.dev
saldo69.pages.dev
slotbenua.pages.dev
saingtoto.pages.dev
markastoto77.pages.dev
jowototo88.pages.dev
sungli78.pages.dev
volatilitas78.pages.dev
bonusbuy12.pages.dev
slotoffiline.pages.dev
dihindari77.pages.dev
rtpdislot1.pages.dev
agtslot77.pages.dev
congtoto15.pages.dev
hongkongtoto7.pages.dev
sinarmas177.pages.dev
hours771.pages.dev
sarana771.pages.dev
kananslot7.pages.dev
balitoto17.pages.dev
jowototo17.pages.dev
aromatotoding.com
unyagh.org
fairparkcounseling.com/gap/
impress-newtex.com/ajax/
SULTAN88
SULTANSLOT
RAJA328
JOIN88+
HOKIBET
GFC88
RusiaSlot88
Tahu69
BONANZA99
Pragmabet
mega55
luxury777
luxury333
borju89
qqgaming
KEDAI168
mega777
nagaslot777
TAKSU787
kkslot777
MAS77TOTO
BANDAR55+
BOS303
Login-HOKI99/
NUSA365
YUHUSLOT
ktp168
GALAXY138