Is it Time to Find a TikTok Alternative?
Trends come and go, and for TikTok, it almost seemed its meteoric rise would meet a similar fate. From its initial release in 2016, TikTok has steadily gained popularity among the US population. More than a hundred million active users flock to the app to create and consume content.
However, with its popularity comes scrutiny from the United States government. Like most social media applications, TikTok collects user data. This causes concern among American lawmakers as TikTok is owned by ByteDance, a China-based owner. Critics of the app say that the nature of the ownership compromises national security. They’re concerned that through the app, the Chinese can gain access to sensitive data. All these can make the everyday user and small business owner start to think about whether or not it’s time to find a TikTok alternative.
Why was TikTok banned in the US?
In response to these concerns, lawmakers have proposed several measures to mitigate these perceived risks. The most recent one that received international attention is the Protecting Americans from Foreign Adversary Controlled Applications Act or PAFACA, which identifies TikTok as a “foreign adversary-controlled application.” To protect national security, the government gave TikTok’s parent company an ultimatum: sell ownership to a US-based company to run the app’s American operations or be banned from the country.
On January 19, TikTok was forced to go dark in the United States by failing to meet the requirements of the PAFACA Act. Fortunately for the app and its ardent users, the ban was short-lived. President Trump issued an executive order granting ByteDance a 75-day extension to find a US-based buyer. However, the future is still uncertain for the app and its partner companies, such as Google and Apple, that help America-based users access the app. While the ban only lasted for approximately 14 hours, it has sparked the idea that businesses should consider finding potential alternatives to TikTok.
The potential impact of losing the popular app
TikTok’s widespread popularity has made it not just a go-to for everyday users and influencers. It’s also a staple for businesses that want to promote their brand and interact with their target audiences. Losing the app could mean:
- Loss of a critical marketing platform
TikTok has changed how people create and consume content, making it a go-to platform for both individual users and brands. It enables businesses with limited marketing budgets to promote their brand to a wider audience or a more niche market. As such, it has become a key part of small to mid-sized enterprises’ social media marketing strategies.
The engaging format and algorithm enable businesses to gain visibility and market their brands. Without TikTok, businesses will lose a powerful channel for their marketing efforts. Businesses will lose a tool that not only drives engagement but offers valuable insights into consumer behavior, the latest trends, and marketing best practices. In a way, for most businesses, losing TikTok will mean potentially losing an important pillar of their marketing strategy.
- Reduced brand visibility
TikTok’s algorithm makes the digital marketing playing field a more leveled one. Small businesses have more potential to thrive in an algorithm that evaluates each post through user engagement instead of follower count. This criterion–one that prioritizes likes, shares, and overall engagement, helps tip the scales in favor of brands with relatively fewer followers but has content that TikTok sees as something that resonates with the target audience.
Losing TikTok can mean small businesses have fewer opportunities to appear in front of consumers. Owners may need to revisit their advertising budget to compensate for the reduced brand visibility when they no longer have this relatively cost-effective marketing platform.
Lost opportunities for brand engagement
The popular social media app has sparked a number of creative opportunities for engagement. Brands are able to leverage TikTok’s interactive and user-centric features to build connections with their target audiences. Whether it’s a hashtag or a viral dance challenge, TikTok provides various unique ways for businesses to humanize their image, build a loyal community, and engage with users.
Without TikTok, businesses can lose opportunities for organic brand engagement. Without a strategized pivot, they’re most likely to see a decline in engagement with target users. They’ll also lose the chance to participate in online conversations and cultural moments.
Limited return on video marketing efforts
Small businesses tend to maximize their marketing budget by using one content for various platforms. A video shot for a YouTube channel can be edited and repurposed for YouTube shorts or TikTok content. Without TikTok, businesses may have limited ROI on their video marketing efforts. The time, money, and resources they will spend on creating video content may not be as maximized without a crucial part of the social media equation.
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What are some TikTok alternatives?
Some may think it’s too early to start looking for alternatives to TikTok, but in this fast-paced modern world, having a plan B doesn’t hurt. So, if you’re looking for a TikTok alternative in USA, here are some options worth considering:
Instagram Reels
Instagram Reels is perhaps the closest, and, some may say, the best alternative to TikTok. In fact, most users may find that content creators and brands tend to post similar content on both platforms. The short-form video content was first introduced to Instagram in 2020 as a way to compete with TikTok.
The main difference between the two apps is that Instagram Reels are from fifteen seconds to three minutes long. On the other hand, TikTok allows users to record videos that are up to ten (10) minutes in length. The focus slightly varies as Instagram prioritizes content from accounts that users already follow with recommended content based on interests mixed in. However, business accounts can have difficulty reaching their audience organically. They may need to increase their ad spending.
Snapchat
Snapchat is also a TikTok alternative app. It’s focused on short-form video content. The app also values creative and authentic content, which aligns with the playful brand identity of this TikTok alternate.
However, it’s important to note that Snapchat user demographics are skewed towards the 18-24 age group. This means that it’s not for every brand, especially those targeting a wider base or a more mature market segment, because, according to 2024 data, “people over 35 years old are unlikely to use the app.”
YouTube Shorts
YouTube Shorts or Shorts is relatively new in the short-form video playing field. In terms of orientation and look, the content is very similar to TikTok videos. Shorts appear on a dedicated page that’s integrated into YouTube’s main ecosystem. It shows content based on other Shorts or channels that a viewer has viewed in the past. It’s also important to note that it would help if you have an established main YouTube channel, as it can give you a head start on visibility. Your Shorts are more likely to get immediate engagement from your existing subscriber base. The platform’s algorithm also connects Shorts to your main channel’s long-form videos, enabling a boost in visibility for both formats.
Of course, TikTok still fares better in terms of organic reach and real-time engagement. It prioritizes content quality over an established subscriber base. However, YouTube Shorts can still offer an alternate or supplemental platform to showcase your educational short-form videos. It can also help you slowly but surely establish your presence on a platform that can help you establish authority and credibility for your brand.
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Conclusion
TikTok has been around for less than a decade, but it has proven to be a critical part of the digital marketing landscape. The content-first algorithm and user-friendly interface enable organic connections and potentially viral moments in recent history.
It has also empowered small and medium-sized businesses, helping them grow their brands without astronomical advertising budgets. In a way, TikTok has leveled the playing field, giving businesses with high-quality and relevant content a fair chance to increase visibility and engage with their target audiences.
It’s clear that TikTok is a game-changer, and the idea of a total TikTok ban in the United States may seem extreme and unimaginable. But on January 19, we saw that it could still happen. And if the ban sticks, businesses wouldn’t want to be left without any viable social media marketing platforms.
Regardless of the politics and concerns behind TikTok’s potential ban, it’s crucial for your business to prepare for the possibility of losing one of today’s most powerful marketing platforms. There are a number of candidates for the best TikTok alternative, but it’s important to remember that there’s no exact match. You may even resort to using more than one alternative to make up for the loss.
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