As is by now well established, TikTok is on thin ice in the US. By 19 January, it will either be banned (if the Supreme Court sides with the US government), in limbo (if the Supreme Court grants President-elect Donald Trump’s pitch for a delay), or potentially owned by Elon Musk (to whom China officials are reportedly weighing a sale, though TikTok has since denied these reports).
As TikTok creators grapple with the impending loss of their go-to platform, they’re searching for an alternative. Influencer marketing agencies are recommending Instagram Reels and YouTube Shorts as immediate successors. Creators, meanwhile, are finding potential in Chinese-owned Xiaohongshu, known as Red in the West, and up-and-comer Neptune. There are myriad options, all with their own algorithms and differing degrees of creator and brand-friendly capabilities.
Vogue Business breaks down the social platforms to know ahead of the impending ban.
YouTube Shorts
YouTube introduced Shorts in 2020 with the intention to compete with TikTok by allowing users to upload 30-second vertical videos intended for smartphone viewing. When TikTok was banned in India in 2020, Shorts stepped in with a beta pilot before being released in the US and beyond in 2021. In late 2024, YouTube announced it would extend Shorts by up to three minutes, following in the footsteps of TikTok once again. Over two billion people watch Shorts every month, YouTube told Fortune in 2023.
Creator uses: Shorts includes similar features to TikTok, including live videos, editing tools, playlists and the ability to engage with an audience via comments. YouTube also offers tools to edit longer uploads into Shorts.
Brand uses: Brands can monetise Shorts and create short-form content to complement long-form videos. Brands including Gucci, Nike, Louis Vuitton and Glossier use YouTube Shorts to create shoppable videos. Fewer brands are doing influencer marketing campaigns via Shorts than on TikTok.
Pros: YouTube Shorts has significant monetisation capabilities, including the existing YouTube Partner Programme, ad revenue sharing and affiliate links (which some creators say are easier to implement on YouTube than on Instagram or TikTok). Shorts can offer sustainable audience development and brand-building.
Cons: There’s less original content on YouTube Shorts, partly because users seem to prefer TikTok’s editing tools — less than 10 per cent of users make use of YouTube’s tools, instead editing in TikTok and uploading from there according to the Financial Times. It’s also harder to grow an audience quickly or go viral on YouTube Shorts than on TikTok.
Instagram Reels
Introduced in 2020, Reels is Instagram’s answer to short-form video. In 2022, Instagram pulled back its big video push following creator backlash. But a year later, after removing the Shop tab, the platform placed renewed focus on Reels and live streaming. There’s a separate Reels tab; and now, any video a user posts appears as a ‘Reel’, whether or not it sits in their main feed. The maximum length of a Reel created in-app is 90 seconds, but any video under 15 minutes uploaded from a user’s camera roll will convert into a Reel automatically.
Creator uses: Users can record, create and edit Reels videos in-app (though, at present, many do this on TikTok and copy it over to Instagram). Creators typically post more polished content to Instagram Reels. That said, more casual, lo-fi content is making its way onto the platform, James Nord, CEO of influencer marketing agency Fohr, told Vogue Business, broadening the scope of what successful creator content can be.
Brand uses: Brands can monetise Reels via creator partnerships, and promote their brand via owned content. Labels from Loewe and Louis Vuitton to J Crew and Dôen are active on Reels via official accounts. (You’d be hard-pressed to find a brand that isn’t.)
Pros: Reels has a similar format and method of creation to TikTok, so is familiar to creators. Creators can leverage their existing Instagram following, if they have one. And given they appear more polished, Reels are arguably a better fit for luxury brands.
Cons: Some feel that discovery isn’t as effective on Reels as it is on TikTok due to differences in Instagram’s algorithm, TikTok creator Caroline Walker told Vogue Business. Plus, while there are monetisation opportunities (like ‘Reels Play Bonuses’), they’re less accessible and consistent than, for instance, TikTok’s Creator Fund. And, though Instagram has been known for pushing video content, images and carousels actually drive greater reach than Reels, according to social media management platform Dash Hudson.
Red/Xiaohongshu
The Chinese-owned app is one of China’s top social media platforms. Now, it’s gaining traction among US creators looking for TikTok alternatives. It has video, photo and e-commerce capabilities, and boasts 300 million monthly active users and 140,000 brands on board. It’s the top social media platform for influencer marketing in China, according to marketing platform PJdaren’s 2023 report.
Creator uses: Red enables a wide range of content creation options, including text and photo posting, short-form video, live streaming and video creation. Users can also participate in social commerce content.
Brand uses: Brands can make money via creator partnerships and post their own content, as well as use the live-streaming feature. There are also e-commerce options for brands. (Louis Vuitton, for instance, made its pre-fall collection — which it also live streamed — available for pre-order through a digital pop-up store on the platform.)
Pros: Red is known to have a discovery-friendly algorithm. Its e-commerce capabilities mean it’s easy for brands to tap in. Plus, Red’s interest-based search means users can curate their content by category interest.
Cons: Though creators reportedly make good money on Red, Douyin (Chinese TikTok) generates higher returns for creators. Also, some of the interface is still in Chinese characters, making navigation difficult for non-native speakers — though developers appear to be increasing the app’s English-translation capabilities rapidly.
Snapchat
Founded in 2011, Snapchat — the photo, video and messaging platform — rose to popularity in the mid-2010s thanks to its fun filters and effects. Initially, Snapchat’s USP was the automatic deletion of all messages and photos once they were viewed, but it now offers options to save or keep content for longer. Its Spotlight tab, introduced in 2020, is a TikTok alternative, featuring trending videos from public users. Amid TikTok’s US woes, Snapchat launched a marketing campaign this week, ‘Find your favourites on Snapchat’, to reiterate the range of popular TikTok creators active on the app.
Creator uses: Fans can view the public Snapchat stories of creators — which is similar to an Instagram story — while some have private Snapchat communities that fans pay to subscribe to. Snapchat recently relaunched its monetisation programme, which allows creators to earn ad revenue. There are nearly 15 billion interactions between creators and fans on Snapchat daily, according to the company.
Brand uses: Brands primarily use Snapchat for influencer marketing and advertising via the Discover or Spotlight pages, though some also create their own Snapchat filters, which users can experiment with. The intimate nature of Snapchat means that fewer users subscribe to a brand’s Snapchat compared to Instagram or TikTok.
Pros: According to Snapchat, the app reaches over 90 per cent of 13 to 24-year-olds and over 75 per cent of 13 to 34-year-olds in more than 25 countries. Snapchat’s internal research shows that many are using the app daily, more so than other platforms. The intimate nature of the platform means advertising on Snapchat feels authentic and trustworthy.
Cons: It’s harder to grow a following on Snapchat — users typically follow people they know personally or gravitate towards influencers they’re familiar with from other platforms like TikTok, YouTube or Instagram. There are also fewer opportunities for brands to develop and grow their own profiles; the main opportunities are advertisements and influencer marketing placements.
Substack
Newsletter platform Substack is doing a big push to poach TikTok users, launching live video capabilities on 14 January and the ability to share these as short-form clips in-app. It also introduced a $25,000 ‘TikTok Liberation Prize’, promising to “rescue the smart people from TikTok”. You win by creating the TikTok video that encourages the most users to join Substack.
Creator uses: Substack is primarily geared towards newsletter creation and distribution, meaning it’s best suited to text and still imagery. That said, it has also introduced podcast publishing, video creation and live-streaming capabilities (the latter as of 14 January).
Brand uses: The main use case for brands is to generate sales through affiliate links in creators’ newsletters. They can also create their own Substacks, as some have done. If video takes off, brands might look into creator partnerships there.
Pros: Substackers boast loyal followings and high engagement, enabling creators to build dedicated and engaged communities.
Cons: There’s no algorithm-based discoverability, given there’s no For You-type page (though a user’s homepage does offer recommendations). Substack is primarily text based, so it lends itself less to video. Though it enables podcasts and videos, it wasn’t purpose-built for the latter, which is a less common Substack format, at least at this early stage.
Flashes (Bluesky)
After gaining traction as an X alternative, Bluesky is now putting its hat in the ring to capture TikTok users as well. On 15 January, it announced it’s building a photo and video-sharing app called Flashes. Posts can host up to four photos and minute-long videos. Developer Sebastian Vogelsang will reportedly launch the app “in a matter of weeks”, and plans to launch a video-only offering called Blue Screen as well, he told Tech Crunch.
Creator uses: Photo and video posting. It’s unclear if it will have editing capabilities. Flashes posts will also automatically appear on users’ Bluesky accounts. Comments and messaging will also be available.
Brand uses: Creator partnerships and the ability to share owned content.
Pros: It’s powered by the same decentralised network (AT Protocol) as Bluesky – a big plus for brands and creators who don’t want to revert to Meta’s Big Tech monopoly as a TikTok replacement, or are trying to move away from it regardless. Given the crossover with Bluesky, the platform is expected to employ its predecessor’s ‘anti-toxicity’ features, promoting a healthier social ecosystem for users. It’s an easy setup for those who already have Bluesky accounts.
Cons: It’s yet to launch, so there are few proof points for brands and creators. There is limited information about the app so far.
Neptune
Female-founded Neptune is still in beta testing, but is already generating buzz among US creators. The US-based platform is purpose-built for creators, promising customisable algorithms, easy monetisation opportunities and a community focus. It also has ghost metrics, meaning numbers (of views, shares and followers) aren’t visible.
Creator uses: Neptune promises to make monetisation easy, with “fair compensation and meaningful engagement”. It’s also designed to go beyond what is calls ‘quick hits’ and instead enables community-building.
Brand uses: Neptune is ad-free, but this does not appear to prevent brands from partnering with creators on a paid basis. Its promised community-building capabilities are also likely to lend themselves to sustained brand-building opportunities.
Pros: It’s purpose-built for creators, with video at the centre. Its algorithm is customisable, meaning users can curate their feeds based on interest. Given Neptune has ghost metrics, it echoes TikTok’s ethos of discoverability not being based on number of followers or views and takes this one step further — a plus for creators starting out. It’s also female-founded and led.
Cons: It’s still in beta testing, so can’t be an immediate alternative for creators looking to jump ship from TikTok right now, and its capabilities are unproven. The fact that it’s ad-free may also be a negative for brands.
Triller
Triller is an American video-sharing app that enables short-form video creation. Like TikTok, these can be set to music (using AI). The company debuted on Nasdaq in December. Triller downloads have spiked as the TikTok ban nears, jumping 100 spots to 39th place on the App Store on 14 January. It’s also making its pitch as a TikTok alternative clear, by launching an app that enables TikTok users to download all their videos on the platform via SaveMyTikToks.com. (You just need a Triller profile.)
Creator uses: Users can film, create and edit videos on Triller. They can now also download all of their TikTok videos — and re-upload these to Triller — should they want to.
Brand uses: Brands can partner with creators on Triller, as players such as Elf Cosmetics have done. Beyond this, Triller doesn’t offer any brand-specific capabilities, and fashion and beauty brands don’t appear to be on the platform yet.
Pros: Triller’s latest CEO Sean Kim is a former TikTok exec, so (in theory) he has an understanding of what users want from such an app. (Since he joined in November, app downloads have doubled, according to the company.) It has an influencer marketing division, Julius, which could benefit both brands and creators.
Cons: Triller harkens back to TikTok’s early days with a focus on music and dance, which may feel outdated given we’ve moved beyond this pandemic-era content.
Twitch
Twitch is a live-streaming service that’s best known for video game streaming. It was acquired by Amazon in 2014 for just under $1 billion. In 2020, luxury brands began experimenting; Burberry live streamed its Spring/Summer 2021 London Fashion Week show on the platform. Twitch is known for streaming and long-form video, but it did introduce short-form capabilities with its Discovery Feed in March 2024. (That said, these are usually clips from longer live streams.)
Creator uses: Twitch primarily caters to live streaming. This doesn’t have to be restricted to gaming — creators in the cooking and travel spaces, for instance, are also active on the platform. Despite earlier experiments, fashion and beauty has less of a presence.
Brand uses: Brands can live stream their own content, or partner with Twitch creators. Names including Adidas and Nike have worked with popular streamers to tap their audiences.
Pros: Online streamers are a big hit with Gen Alpha, so tapping into Twitch broadens the reach of brands and creators alike. Its discovery feed has also enhanced the ability for smaller creators to break through the noise.
Cons: Twitch is known for live and long-form content, which will be a departure — and a time suck — for many creators who have found a niche in short-form content creation. Online streaming is also a risky investment for brands, given its unscripted, and therefore unpredictable, nature.
Likee
Likee is a Singaporean short-form video app founded in 2017 (it was called Like until 2019). It allows users to edit with augmented reality (AR), allowing the production of more creative content. Educational content and tutorials, lifestyle content and entertainment are all popular on Likee.
Creator uses: Creators can edit videos in-app using AR special effects, filters and stickers (similar to Snapchat), along with standard editing features. The platform prioritises trending content, which allows creators to go viral.
Brand uses: So far, brands are primarily engaging via influencer sponsorships. However, there’s opportunity to engage in the app’s live-streaming features, which allow influencers to host sessions directly with fans.
Pros: The app’s layout looks almost identical to that of TikTok. Its editing features allow users to create high-quality content with a low barrier to entry. Likee also already offers some monetisation options, including allowing fans to send virtual gifts during live streams (which creators can convert to income) and creator incentive programmes.
Cons: Some critics consider it a ‘TikTok copycat’. The platform primarily hosts dancing and comedy content, similar to TikTok’s early days, so the trends may feel outdated or childish for now. Likee has also come under fire for platforming inappropriate deepfake videos, and in response implemented privacy and parental controls in 2019. Its parent company, Singapore’s Likeme, is owned by a Chinese social media company Joyy Inc — this prompted India to ban the app, alongside TikTok.
Clapper
Clapper encourages users to debate and share their opinions, targeted at adults. Launched in 2020, the platform has no ads and prides itself on allowing regular people to become opinion leaders through its “equal opportunity” algorithm. Clapper is more localised: its algorithm prioritises content from people nearby.
Creator uses: The platform’s Clapback feature allows users to share their opinions. Clapper is primarily a commentary platform, rather than one where influencers are sharing their lifestyles; however, there is a monetisation feature (Clapper Fam) that allows fans to tip users.
Brand uses: There are fewer brands engaging with Clapper at the moment, though there are opportunities for sponsoring creators or offering brand deals.
Pros: The platform is less polished and more adult than other contemporaries.
Cons: Branded as a “free speech” adult platform that lacks moderation, Clapper has become home to a lot of extreme views, hate speech and conspiracy theories.
Zigazoo
Founded in 2020, Zigazoo began as a platform for Gen Alpha, offering children under 13 a safer alternative to TikTok free from trolling and cyberbullying (though it expanded in 2023, offering a kid-focused version and another for 13 to 20-year-olds). The platform, which has received funding from Serena Williams and Jimmy Kimmel, is invite-only, does not have comments or messaging abilities, and users are only able to react with positive emojis. To respond to videos, users must create one of their own, with the company claiming that all videos are moderated. Educational and entertaining content is popular, as are challenges and games.
Creator uses: Zigazoo has a Kids’ Creator Club and has attracted some top influencers including Charli D’Amelio and Jack Wright, who can run their own pages to interact with kids, take part in challenges and participate in affiliate marketing.
Brand uses: Companies including Netflix, Apple TV and Nickelodeon have engaged with Zigazoo by creating characters that can interact with users in-app. There’s been limited interaction from fashion and beauty brands so far, but there’s the potential to create branded content channels, run campaigns, create challenges for children to take part in and target parents via advertising, too.
Pros: The lack of negative comments and bullying means that it’s a more positive environment for users.
Cons: Since it’s labelled as an app for children, some parents are concerned about Zigazoo attracting predators and groomers. Some parents also have doubts over how educational the content on Zigazoo really is, and claim it’s just as addictive as other apps.
Favorited
Founded in 2022, Favorited is a live-streaming app founded in the US. The interface looks similar to TikTok’s, but instead of scrolling through short-form videos on a FYP, users can scroll through live streams on its Watch page.
Creator uses: Creators can interact with followers by streaming or participating in games and challenges. There’s strong monetisation options, allowing users to purchase coins and send virtual gifts to their favourite creators. The revenue divide for Favorited is 70-30 (creators versus the app), compared with TikTok’s 50-50 split.
Brand uses: The app is still relatively new, so there are fewer brand case studies so far, but in its early stage it most closely resembles Twitch.
Pros: Online streaming is particularly popular among Gen Alpha.
Cons: Users aren’t able to upload pre-recorded videos and the live-stream format might be quite different from how creators typically use TikTok.
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