Shortform video creators are looking to other platforms like Triller and newly launched Instagram Reels, amid privacy concerns and an impending ban by the Trump administration
When Katie Feeney heard President Trump was considering banning TikTok in the U.S. because of privacy concerns involving its Beijing-based parent company, ByteDance, she immediately began to worry about the audience of 4 million followers that she’s built on the social video app over the past couple of years.
It was. Trump just days later, on Aug. 6, issued an order that would ban the app if it isn’t sold within 45 days. TikTok’s fast rise in the U.S. — the Kevin Mayer-led company has attracted 100 million users in two years — has created a new talent ecosystem, one where predominantly fresh-faced young creators can become stars overnight and, at the highest levels, cash in on their audience to the tune of millions of dollars in brand deals, sponsorships and merchandise sales.
Few observers believe TikTok will ultimately be banned in the U.S., and the company has said it will fight Trump's executive order. "We will pursue all remedies available to us in order to ensure that the rule of law is not discarded and that our company and our users are treated fairly — if not by the administration, then by the U.S. courts," it said in an Aug. 7 statement.
As the threat of a ban sunk in, Triller became the No. 1 app overall in Apple’s U.S. App Store, per App Annie. Right behind it was Byte, a video service launched in January from some of the team behind Vine. Instagram, with its 1 billion users worldwide, also launched a TikTok clone, Reels, in the U.S. on Aug. 5, even offering small payments to some creators to subsidize production costs.
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