The countdown has begun for TikTok in the U.S. Unless the Supreme Court intervenes, a new law set to take effect on January 19 could force TikTok to either divest from its parent company, ByteDance, or shut down operations entirely in the United States. If the latter happens, millions of creators and advertisers will be left scrambling for alternatives. Competing platforms aren’t waiting—they’re already positioning themselves to fill the void TikTok might leave behind.

Platforms Are Eyeing TikTok’s Audience

With its future uncertain, TikTok creators are exploring options to safeguard their content and audiences. Tech platforms like Triller are stepping up, offering solutions to displaced users. Triller, which recently went public, launched a tool called savemytiktoks.com, allowing TikTok users to migrate their videos seamlessly to its platform. This move underscores Triller’s aggressive strategy to capture TikTok’s user base.

FanBase, a Black-owned platform launched in 2018 that allows users to monetize easier than other platforms has already seen a significant growth in new downloads since the potential TikTok ban and Meta making changes to its policies on fact-checking.  FanBase is now in the top 10 of the App store and raised $5.2 Million via Crowdfunding this week.

Streaming platforms are also jumping into the fray. At this year’s Consumer Electronics Show, NBCUniversal announced vertical video playlists for its streaming service, Peacock, directly targeting TikTok’s audience. This addition suggests that streaming services see an opportunity to blend social media trends with traditional streaming formats.

ByteDance, TikTok’s parent company, hasn’t been idle either. The company has been promoting Lemon8, a visually driven app similar to Instagram, as a possible alternative for creators. While Lemon8 saw a dip in interest after its initial growth in early 2023, it’s gaining momentum again in anticipation of a TikTok ban. However, Lemon8 faces its own challenges, as the looming U.S. legislation applies to any app linked to “foreign adversaries.” This means Lemon8 could eventually face the same scrutiny as TikTok.

The Battle for Ad Dollars

The stakes aren’t just about users—advertisers are also in play. TikTok has become a powerhouse for marketing campaigns, with billions in ad revenue. If a ban goes through, eMarketer estimates that approximately 50% of the ad dollars currently spent on TikTok would flow to YouTube, Instagram, or Facebook. Meanwhile, over 30% of that spending could shift to connected TV platforms and other channels outside traditional social media.

Platforms like Triller and Lemon8 aren’t just vying for creators but also for the lucrative advertising budgets tied to TikTok’s dominance. This fight for ad dollars could reshape the digital advertising landscape, pushing brands to diversify their strategies across multiple platforms.

What’s Next?

As the January 19 deadline approaches, the tech world is watching closely. A TikTok ban would have far-reaching implications, not only for creators and advertisers but also for how digital platforms evolve. Competing platforms are making bold moves to position themselves as viable alternatives, but whether they can replicate TikTok’s unique blend of community, creativity, and viral potential remains to be seen.

For creators, this moment is a wake-up call to diversify their content across platforms to avoid reliance on any single app. For advertisers, it’s an opportunity to explore new avenues for connecting with audiences.

The next chapter in this saga will likely redefine the digital landscape, and everyone—from creators to consumers—will feel the impact.

What are your thoughts on the potential TikTok ban? Will it change how you engage with content or create it?

Share your opinions in the comments.

Note: Originally published on LinkedIn by Ivy Prosper