from Instagram to YouTube, these are the applications that could benefit the most from the closure of the platform

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from Instagram to YouTube, these are the applications that could benefit the most from the closure of the platform

applications, benefit, closure, Google, Instagram, News and Updates, platform, TikTok, USA, YouTube

It has finally been confirmed: the Supreme Court of the United States has upheld the law ordering the closure of TikTok, the most popular application among young people. Technically, the legal text allows the social network to remain accessible in the country, as long as its assets are sold to an American company; However, the priority for TikTok was to appeal the law to justice and not to seek a possible buyer, and at this point, it's too late to save the platform.

The Supreme Court's decision means that TikTok has until next Sunday, January 19 to comply with the law, which is now clearly impossible; The company, owned by Chinese giant Bytedance, has confirmed its intention to close access to the platform if legal action is unsuccessful. So, in the absence of a miracle, everything indicates that TikTok will close its doors in the United States next Sunday; a “miracle” that seems more and more likely with each passing hour.

Despite being the main supporter of the law, the Biden administration prefers not to close Parliament with such controversy, which could tarnish the president's work on the Gaza ceasefire. Joe Biden simply couldn't execute the rule he signed back then, and allow TikTok to remain accessible in the United States, leaving the “hot potato” in the hands of his successor, Donald Trump. In this case, the future of TikTok would be a mystery: Trump has praised as much as criticized the law that bans TikTok, but its approval by young voters if he presents himself as their savior could tip the scales.

Instagram, natural rival

In the event that TikTok is finally shut down next Sunday in the United States, many users will regret it; but at the same time, his rivals will celebrate. And TikTok achieved what major tech companies have been trying for years: connect with young audiencessome 170 million monthly users will be looking for a new home for their “memes” and short videos, and they will have no shortage of alternatives.

According to a recent TD Cowen poll published by The New York TimesUS users are considering three possibilities if TikTok shuts down. The most popular alternative is Instagram, which could attract 29% of TikTok users; In fact, Meta itself is said to have organized a contingency plan to prepare the servers and the advertising platform to receive a large flow of users in the coming days.

Reel Instagram.

Reel Instagram.

Instagram

Omicron

The choice of Instagram is logical, already being one of the most popular social networks; But above all, he is one of those who copied TikTok the most, and this work can bear fruit now. One of the most popular features of Instagram is the Reels, short TikTok-style videos which offer a very similar experience; And it's no coincidence that Instagram recently updated Reels with new features, like the ability to see which friends have “liked” videos. In addition, Instagram is reportedly working on an update to Threads, its alternative application to X, with the possibility of including music in videos uploaded to the platform, one of TikTok's most popular features.

However, Instagram's triumph as TikTok's successor is not assured. User communities couldn't be more differentand few content creators have made the jump between platforms; Instagram has attracted its own creators, with their own style independent of TikTok.

YouTube and the weight of the community

The real winner could therefore be YouTube, which could attract 23% of TikTok users. It's been almost 5 years since Google was launched YouTube Shorts, a new short video format recorded vertically and aimed primarily at mobile users, as opposed to traditional YouTube and large screen computer users.

YouTube Short Films

YouTube Short Films

Free Android

Over the past year, Shorts have grown in importance on YouTube, with new features such as expanding to 3-minute videos; Although TikTok is famous for its short-form videos, it has gradually expanded to videos up to 10 minutes long. YouTube could be the one better prepared to receive TikTok user flowboth in the technical aspect and in that of the user community. That same week, the company reportedly held a “camp” for TikTok content creators, where it taught them how to take advantage of the platform and prepare for the migration. If YouTube Shorts succeeds in attracting content creators, users will follow, with an already existing community a little more similar.

This isn't the only way Google stands to benefit from TikTok's shutdown. This same week Statistical counter revealed that the market share of Google's search engine had fallen below 90% for the first time since 2015; and much of the blame lies with TikTok, which has become the default search engine for many young people, who would inevitably return to Google.

However, YouTube and Google don't have it all; according to TD Cowen, Instagram is the favorite of advertisers59% preferring the Meta platform for doing business. Content creators can go where the money is, and if they get more sponsorships and ad impressions, Instagram seems like the better alternative.

From Pinterest to RedNote

Instagram and YouTube aren't the only platforms with a lot to gain. Pinterest might be the most surprising beneficiaryaccording to a Stucky study shared by the Financial Post. Although Pinterest is a platform focused on sharing and cataloging images, the latest updates have brought it closer to how TikTok works, especially when it comes to selling products through the platform.

Although it may seem strange, the big winner from the closure of TikTok could be China; specifically, alternative apps to TikTok that have very similar communities. In fact, many users did not wait for TikTok to shut down and have already migrated to RedNote, one of the most popular similar apps that can be used outside of China.

In reality, RedNote was born as a Chinese alternative to Instagram, but the platform welcomed TikTok “immigrants” with great force. Social media has been filled with videos and images showing Chinese users interacting with Americans, with jokes and “memes” as a commonality.

The irony of the matter is that RedNote is an app designed for China, and as such, this is exactly what the US government has accused TikTok of: a platform full of censorship and propaganda in favor of the Chinese government. Banned terms include those related to the LGTBI community, in addition to the Tiananmen massacre, and extend to issues such as Taiwan's membership in China. By banning TikTok, the U.S. government may have pushed many users toward a platform more directly controlled by Beijing.

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