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As TikTok files emergency motion to stop US ban, brands & creators are eyeing the door — Instagram Reels and YouTube Shorts poise to capitalise on migration

TikTok is fighting for its survival in the US, with a nationwide ban looming on January 19. While the company pursues legal measures to block the enforcement, competitors like Instagram Reels and YouTube Shorts are poised to capitalize on its potential exit, leaving brands and creators scrambling to adapt.

In its appeal, the social media platform argued that the original ruling violates First Amendment rights and imposes an impractical demand: the divestiture of TikTok sans its powerful content recommendation algorithm, which might be required by the Chinese government to approve a transaction. Donald Trump, set to return to the White House in January, has “yo-yoed” on his feelings about TikTok in recent years, says Matt Navarra, a leading social media industry analyst and consultant. Though the former president previously signaled his support for pursuing a ban on the grounds of national security concerns, he has also courted donors including Larry Ellison and Jeffrey Yass, who have deep investments in TikTok – which some believe instigated a change of heart.

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