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Big Tech Poaches TikTok Creators Amid Looming App Ban

With the fate of TikTok hanging in the balance, big tech companies are gearing up to poach its creators and users. The video-sharing app’s impending shutdown in the U.S., pending a Supreme Court ruling or a last-ditch effort from Trump or Biden, has created a one-time opportunity for tech giants like Meta, YouTube, and others to steal the platform’s more than 170 million U.S. users and its enormous roster of creators.

At the center of this battle for creator attention is the notion that where the creators go, users will follow. Snapchat, for instance, is launching a public marketing campaign with the tagline “find your favorites on Snapchat,” featuring several influencers who have been best known for posting on TikTok. The campaign includes Loren Gray, Matt Friend, Avana Gregg, and Harry Jowsey, who are all encouraging their followers to switch to Snapchat.

In an interview with Morningpicker, Jowsey highlighted the appeal of Snapchat, stating, “Snapchat has been the best and easiest platform to grow a real community, so doing this campaign was a no-brainer. Other apps feel like they need to be heavily curated, but on Snapchat there’s no pressure and it feels like I’m talking to my friends. It’s been amazing to see how posting daily on Snapchat has helped push my podcast numbers drastically because they get to know the real me.”

Substack, a newsletter platform popular with journalists, writers, and other creators, is also jumping into the fray. The company has announced a $25,000 “TikTok Liberation Prize” to users who post an original video on TikTok that inspires others to join Substack. The prize will be awarded to the video or videos that gain the greatest audience traction.

According to Substack CEO Chris Best, the company is positioning itself as a place where creators with devoted followings can have a direct connection with their audience, saying, “We’ve been recruiting people from all kinds of social media apps for a while on the pitch that the deal you get on these apps is not as good. You don’t own your relationship with your audience. You don’t have your own space on the internet, you are at the mercy of an algorithm that doesn’t always have your best interest at heart.”

Apple and Roku Get in on the Action

Apple is also getting in on the action, bringing one of its biggest shows to a free streaming platform in an apparent bet that the influx of viewers will help drive new subscribers to its Apple TV+ streaming service. The company has partnered with Roku to make the first season of Severance available on the Roku Channel for an “exclusive fan experience,” which will run through January 19.

The fan experience will include a preview of season two of the Adam Scott-starring thriller, as well as behind-the-scenes content. Users will also be eligible for three free months of Apple TV+, making it a lucrative deal for both Apple and Roku.

According to Sweta Patel, VP of growth marketing & merchandising for Roku, the deal underscores the reach and power of Roku’s platform, saying, “Partnering with Apple ahead of the highly anticipated Severance season 2 and being able to create an exclusive fan experience that is available to millions of U.S. households, including offering Apple TV+ content outside of the Apple ecosystem, on the Roku Channel for the first time ever is incredibly exciting for us.”

Other Tech Companies Follow Suit

Roku’s partnership with Apple is just one example of the many deals being struck between tech companies to poach TikTok creators and users. Other companies, such as Meta and YouTube, have been gunning for TikTok for years, and the platform’s impending shutdown has only accelerated their efforts.

According to sources at multiple tech companies, the threat of TikTok’s imminent closure has created a one-time opportunity to steal the app’s users and creators, with some companies using behind-the-scenes outreach to creators and others more overtly marketing their platforms.

The stakes are high, with billions of minutes of content and millions of creators hanging in the balance. As the battle for creator attention heats up, one thing is clear: where the creators go, users will follow.

• Substack’s $25,000 “TikTok Liberation Prize” aims to lure TikTokers to its platform with a cash prize and expanded video capabilities.
• Roku’s partnership with Apple brings a high-profile series like Severance to a free streaming option, making it a lucrative deal for both companies.
• Meta and YouTube have been gunning for TikTok for years, and the platform’s impending shutdown has only accelerated their efforts.
• The stakes are high, with billions of minutes of content and millions of creators hanging in the balance.

Why Creators Are the Key to Success in Social Video

In the world of social video, creators are the key to success. They are the ones who produce the content that users engage with, and they are the ones who have a direct connection with their audience.

According to a recent study, 60% of users on social media platforms say that they are more likely to engage with content from creators they know and trust. This highlights the importance of building relationships with creators and giving them the tools and resources they need to succeed.

Substack’s CEO Chris Best agrees, saying, “We’ve been recruiting people from all kinds of social media apps for a while on the pitch that the deal you get on these apps is not as good. You don’t own your relationship with your audience. You don’t have your own space on the internet, you are at the mercy of an algorithm that doesn’t always have your best interest at heart.”

By building relationships with creators and giving them the tools and resources they need to succeed, social video platforms can increase engagement, drive user growth, and ultimately become more successful.

The Rise of Creator-Focused Platforms

As the importance of creators becomes clearer, platforms are beginning to adapt and evolve to meet their needs. Substack, for example, has added various video features to its platform in recent years and has plans to roll out live video soon.

Other platforms, such as Snapchat and YouTube, are also focusing on creators, with Snapchat’s campaign highlighting the appeal of its platform and YouTube’s efforts to give creators more control over their content.

The rise of creator-focused platforms is a sign of the times, as social video platforms recognize the importance of building relationships with creators and giving them the tools and resources they need to succeed.

The Future of Social Video

The future of social video is looking bright, with creators at the forefront of the industry. As platforms continue to evolve and adapt to meet the needs of creators, we can expect to see even more innovative and engaging content.

With the stakes higher than ever, the battle for creator attention is heating up. But one thing is clear: where the creators go, users will follow.

• 60% of users on social media platforms say that they are more likely to engage with content from creators they know and trust.
• Substack’s CEO Chris Best emphasizes the importance of building relationships with creators and giving them the tools and resources they need to succeed.
• The rise of creator-focused platforms is a sign of the times, as social video platforms recognize the importance of building relationships with creators.
• The future of social video is looking bright, with creators at the forefront of the industry.