170 million US TikTok users woke up on Sunday to the news that they could no longer access the incredibly popular video-sharing app as TikTok voluntarily shut down its services. However, the app was back up and running later in the day (although not on app stores) after the new Trump administration signed an executive order to give TikTok more time to find a new owner.

TikTok’s, now-temporary, shutdown came in response to a law passed with a bipartisan majority in Congress last year that ordered TikTok’s Chinese parent company, Bytedance, to sell its stake in the app or be removed from the US market due to concerns about threats to national security.

The on-again, off-again situation swirling around TikTok is now central to the conversation between millions of teen users, and speculation is growing about whether creators and brands will stay on the platform and, if not, where they’ll go next.

At SuperAwesome, we’ve been keeping a close eye on the situation and reaching out to expert partners to get the lowdown on the safest and most effective ways to navigate these seismic events in the creator space.

In this article, we unpack the situation, examine some of the emerging alternative platforms, and offer our recommendations on where to focus content strategies going forward.

Why is TikTok Facing a Ban?

TikTok is facing a ban in the US due to concerns surrounding its parent company, ByteDance, and its ties to the Chinese government.

US lawmakers have raised concerns about national security and data privacy and are worried that the Chinese government could access user data collected by TikTok, potentially using it for surveillance or spreading misinformation. They also hold concerns about how TikTok collects and uses user data, particularly in relation to kids and teens and questions have been raised about the platform’s content moderation policies and Chinese government censorship.

It’s important to note that TikTok has repeatedly denied these allegations, stating that US user data is stored securely in the US with backups in Singapore and that they operate independently from the Chinese government. However, these assurances haven’t been enough to alleviate the concerns of US lawmakers.

With a ban still looming for TikTok there could be significant implications for creators, brands, and the youth audiences that interact with them.

What are the Alternatives?

New platforms like Lemon8 and RedNote have been hotly tipped as the next big thing, but we’re urging brands to proceed with caution. Lemon8 was also offline over the weekend as it’s owned by ByteDance, and our research indicates that many creators are hesitant to invest time in unproven platforms due to concerns about usability, content moderation, and monetization.

Experts in the field are also watching on with interest, with respected TikToker @KeepUpRadio (1.3m followers) recently saying, “I feel like social media history is currently happening. Everyone’s looking for a place to go (both creators and viewers), but who will win…”

The Challengers

To get a read on the challengers entering the fray, we spoke to our network to learn more about the different platforms, where they are in development and who are likely to emerge as the ultimate beneficiaries:

Lemon8

  • This is a ByteDance app which creators had been cautious about investing time into, given the potential action against ByteDance from US legislators – the app went dark over the weekend removing it as a potential new home for TikTok stars
  • Multiple agents confirmed that they haven’t seen significant movement of creators onto this platform
  • Creators who have tried it find it difficult to use and also shared concerns over inappropriate content on the app

RedNote

  • This app isn’t available in English yet meaning many creators are hesitant to explore the platform
  • The creators we engaged aren’t investing significant time into the platform or considering it as a new main social channel. Most are joining for the “meme” or in response to the ban itself
  • Unless the app sees significant changes – it’s unlikely to take TikTok’s crown

Neptune

  • This is still an early-stage offering
  • They’re currently in beta and have a discord server that creators can join to claim their handle

The Established Players

We also asked our network where they’re most likely to invest their time and resources in response to the ban, and the overwhelming answer was to stick with tried and trusted platforms.

YouTube (Shorts)

  • 32% of US kids prefer YouTube Shorts to any other kind of YouTube viewing (Source: FamDem Ad Hoc questions October 2024)
  • In our view, YouTube is the best-positioned platform to overcome the brand safety obstacles in the marketplace
  • We saw more brand deals for YouTube Shorts in Q4 2024 than ever before

Snapchat

  • Snapchat has been investing in recruiting TikTok creators for some time – offering unprecedented perks to help them become “Snap Stars” –  monetizing them immediately to entice creators as they explore new platforms
  • 69% of US and UK over 13s use Snapchat multiple times a day and 55% of those over 13s ask their parents for things seen on Snapchat – demonstrating their strong market position (Source: PES 24, child view, US 13-18s)

Instagram (Reels)

  • 61% of  13-18 year olds use Instagram at least once a day (Source: PES 24 ChildView, US kids 13-18s+)
  • While 60% of 13-18 year olds who use Instagram ask their parents for things they have seen on the app (Source: PES 24 ChildView, US kids 13-18s ), highlighting its potential for monetization 
  • Our influencers often repost content across TikTok, YouTube Shorts, and IG Reels and we recommend this to our creator network to maximize reach across platforms and engage in co-viewing and wider audiences

So, What’s the Consensus?

The consensus amongst our network of video-based creators is that they intend to double down on YouTube or Instagram Reels in response to recent developments.

Eddie Pietzak, the Head of Digital at CESD Talent Agency in LA, who manages creators such as Megan Plays (3.6m followers), Lively Lewis Family (4.4m followers), and The Stella Show (5.9m followers), said, “To this day, everyone is still planning on Instagram and YouTube taking the share of volume. And if something else emerges, creators are going to have to wait until they see it is properly set up for monetization.” 

It remains to be seen if the ban will be imposed after President Trump’s inauguration or how long it could remain in place, but in the meantime, SuperAwesome will be on hand to support brands that are looking to activate on established platforms like YouTube Shorts, Instagram Reels, or Roblox.

Get in touch to learn more about our creator and video offerings or to discover more about safely engaging with Gen Alpha and Gen Z audiences online. 

SuperAwesome work alongside some of the most influential creators in the world to ensure their engagement is safe and appropriate for youth audiences online.

Our ‘SafeFam’ pledge program helps to educate talent on kid-safe content practices. SuperAwesome’s internal team reviews all creatives before launch and provides ongoing support to talent to ensure best practices and appropriate disclosures are made where necessary. Learn more about our SafeFam program here.