Instagram and Facebook Are Using Fears of a TikTok Ban to Poach Influencers
live-streaming e-commerce tool partly because merchants and other creators are worried threats of a national ban could turn the platform into an inaccessible digital wasteland. TikTok told the Journal it disagreed with the assertion its TikTok Shop expansion was “delayed.” The company said it plans to expand its testing of the service as interest grows. The company did not immediately respond to Gizmodo’s request for comment.
“Midtier creators are nervous because they just haven’t dealt with anything like this before,” Fitch said, referring to the threat of a ban.Vivian Tu, a creator who quit her job on Wall Street to pursue financial TikTok content full-time,CNBC she expects a “massive exodus” of creators flocking to Instagram and other apps if TikTok is banned. Others, like stuffed animal designer Emily Foster, say they are diversifying their content across other platforms.
Digital marketing experts are convinced Meta will win big from a ban. Laura Martin, an analyst at Needham,Meta and Snap specifically could be “huge beneficiaries” of a prohibition on TikTok. Even in a situation where the company’s US business is spun off and sold to an American company , TikTok could become a weakened competitor.More robust monetization tools for short-form videos announced by Meta just this week could make an unenthusiastic switch to Reels easier to swallow.
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