TikTok has taken the world by storm — in particular by Generation Z — which is why it has earned the focus of content creators and influencers. The social media platform, however, is facing a potential ban in the United States. A bill to force a sale of TikTok by their parent company ByteDance, based in China, was supported in Congress, and ByteDance’s appeal was denied.
For many creators, TikTok has become their primary platform for video content and where they have built their largest followings. If you’re concerned about the future of TikTok, it’s time to explore diversifying your presence across multiple platforms, as your audience is likely active on a variety of channels.
Let’s explore the best strategies for optimizing your video content on alternative platforms.
Navigating the Potential TikTok Ban: How to Explore the Alternative Platforms for Video Content
Establish a Strong Presence on YouTube and YouTube Shorts
There are a ton of options for video content production and promotion out there, but YouTube remains the standard-bearer when it comes to pure video communities. A loyal subscriber base can be incredible for your brand development, and YouTube Shorts is a viable TikTok alternative, through which you can capture attention with quick, sensory-stimulating clips.
There isn’t as much versatility with YouTube when it comes to posting written content and diversifying mediums. But nothing can replace video when it comes to truly connecting with your audience. YouTube allows you to do that both thoughtfully and efficiently through different methods – whether it’s long-form content, shorts, or livestreams.
Use YouTube to champion your intellectual long-form content and strengthen the foundation of your brand, and use YouTube Shorts to share efficient, interactive, stimulating content that funnels back to your brand.
Stimulate and Engage Your Audience With Instagram Reels
A large part of what made TikTok so enthralling was the accessibility and efficiency of video content. Videos on the platform were often quick, digestible, stimulating, and they fulfilled the needs of the viewer. If efficiency, stimulation, and engagement comprise what you aim for with your video production, Instagram Reels may be your contingency plan in the event of a TikTok ban.
Instagram Reels can be up to 90 seconds, and the app allows for easy video editing, creative development, and transition work. With reels, you can not only entertain and stimulate your audience, but you can also collaborate with other creators and remix existing content.
Instagram Reels hold a place alongside YouTube Shorts, as a viable platform to share efficient, interactive, and stimulating content.
Connect With Active Communities Through Facebook Videos and Reels
What Facebook offers you, more than any other video platform, is broad versatility and community. On Facebook, you tap into pre-existing communities and use that volume to strengthen your imprint.
The video versatility of YouTube is perhaps greater, but with Facebook, you can insulate written content and posts with video content, covering all of your bases on the media landscape. Long-form videos and livestreams can be four hours long, while Reels and Stories offer a much more efficient avenue to connect with your audience.
Other platforms perhaps have more long-term potential, but Facebook is tried-and-true, and its communities well-established. If you have a concrete topic and brand image, Facebook’s infrastructure can help you hit the ground running.
Build Intimate Content-Driven Communities on Twitch and Discord
Facebook has been around for a long time, so its communities are deeply rooted. If you’re a new creator aiming to build new content-driven communities and cultivate your following from the ground up, Twitch and Discord are great avenues to explore.
You can make Discord communities with free access or tiers for your users, and on Twitch, you can share content and premier accessibility for a monthly subscription. Twitch and Discord represent networks where you can manifest strong human connection, and reinforce brand loyalty by actively stewarding your community.
With Twitch and Discord, you’re nurturing the growing following that you first establish on other, more widely-used platforms, and you’re taking the next step in your brand development.
A Note On X, Formerly Twitter, and BlueSky
There’s been a lot of discussion about what to do with X, Formerly Twitter – after the social media platform was bought and drastically altered by Elon Musk. X’s user base has considerably decreased since Musk’s purchase and subsequent modifications, and it’s clear the app isn’t what it was when it was called “Twitter”.
X still has a large amount of residual users from its heyday, but many creators are leaving X in search of greener pastures. My advice is this: If you have an established following and an active community on X, stay and nurture that – but also be aware of potential contingency plans if the decline continues, and don’t put all of your eggs in one basket.
Sports media professionals and many others have already been transitioning to BlueSky from X, and there could be a community waiting for you if you choose to make that same transition. But BlueSky’s functionality isn’t yet at a level close to the aforementioned platforms. If BlueSky’s functionality continues to develop, you could reap the rewards down the road.
