Whatever Happens to TikTok, Big Tech is Coming for Its Millions of Creators
TikTok, the platform that redefined short-form video and became a cultural phenomenon, is now facing an uncertain future in the United States. With a looming ban upheld by the Supreme Court, Big Tech is circling like sharks in the water, ready to pounce on its creators and massive user base.
Here’s how platforms like Meta, YouTube, Snapchat, X, and Substack are positioning themselves to fill the void.
1. The Golden Opportunity: Millions of Creators Up for Grabs
TikTok boasts over 170 million U.S. users, including countless creators who’ve built livelihoods or side incomes from the platform.
With millions of creators and billions of engagement minutes potentially up for grabs, tech giants are moving fast:
Meta and YouTube have been competing with TikTok for years through Reels and Shorts. Both platforms are primed to take center stage in the short-form video battle, leveraging massive user bases and powerful algorithms.
Snapchat is rolling out an influencer-heavy marketing campaign, with slogans like “Find your favorites on Snapchat.” By featuring TikTok-famous creators such as Loren Gray and Matt Friend, Snapchat is tapping into nostalgia and familiarity to drive users to its platform.
2. Substack’s Unique Strategy: Creator Autonomy
Substack, traditionally known as a newsletter platform, is entering the video space with bold incentives.
Its $25,000 “TikTok Liberation Prize” aims to inspire creators to shift to Substack by promoting the benefits of audience ownership and freedom from algorithm-driven platforms.
As Substack CEO Chris Best puts it:
“You don’t own your relationship with your audience on most platforms. Substack offers a direct connection and control over your content.”
Substack is also accelerating its rollout of video features, including live streaming, in response to TikTok’s uncertain future. Early adopters are already reporting six-figure incomes by engaging audiences through paywalled content.
3. Monetization Wars: Where Creators Can Make Money
While TikTok wasn’t perfect for creator monetization, it often outpaced its competitors in fostering a sense of community and discoverability. Now, platforms are revisiting their monetization models to attract disillusioned TikTokers:
YouTube Shorts: Though payouts for Shorts are smaller than traditional videos, YouTube’s established monetization tools remain among the most creator-friendly.
Snapchat: Starting in February, the platform will allow ads in creators’ Spotlight videos and Stories, promising a revamped monetization program.
X (formerly Twitter): Surprisingly, X has emerged as a consistent monetization platform, leveraging its overlap with TikTok’s Gen Z audience.
4. The Bigger Picture: What’s Next for Creators?
This shift isn’t just about TikTok. It’s a wake-up call for creators to rethink their platform strategy.
The uncertainty surrounding TikTok is prompting creators to explore platforms where they can:
Build long-term audience relationships.
Diversify income streams.
Reduce dependency on algorithms for visibility.
Snapchat’s influencer Harry Jowsey summarized it well:
“Posting daily on Snapchat has helped push my podcast numbers drastically because it feels like I’m talking to my friends. It’s low-pressure and authentic.”
5. Will TikTok Survive?
TikTok’s CEO, Shou Zi Chew, remains optimistic, stating, “We’ll continue to work with leaders to keep TikTok available in the United States.” However, the outcome of the platform’s legal battles remains uncertain.
In the meantime, Big Tech will continue its aggressive push, seeing this as a once-in-a-generation chance to reshape the creator economy.
Takeaway for Creators
Whether TikTok survives or not, this moment underscores the importance of platform diversification and audience ownership. The platforms creators choose now will define the next era of social media and content creation.
Where do you see the future of short-form video heading? Are creators better off moving to these new platforms, or is TikTok’s unique culture irreplaceable?