With concerns about data privacy and national security, the bill was passed and signed by the President to ban TikTok in the US. This means, for the first time ever, the US government could shut down an entire media platform.

For those who may not understand the reasons, TikTok, is owned by the Chinese internet technology company ByteDance and this ownership has raised significant concerns among US policymakers regarding data privacy and potential censorship.

It will come as no surprise that a total ban on TikTok would disrupt careers, meaning individuals and brands need to adjust their content strategies and explore alternative platforms in order to mitigate risks and maintain their online presence.

But what will it mean for the people who use it and how can they adapt? What other options do they have?

YOUTUBE SHORTS

YouTube Shorts were introduced in 2020 as a response to the growing popularity of short-form content. They allow brands and content creators to adapt their content for the shorter attention spans of today’s media consumers - just like TikTok. Since their launch, YouTube Shorts have experienced huge growth and in 2022, it was reported that the number of Shorts uploaded daily exceeded 5 billion! They also average around 700 billion daily views [source: SproutSocial]

The ban of TikTok, understandably, will make content creators feel uneasy, but YouTube Shorts could be the one to fill that TikTik gap.

In fact, YouTube Shorts may even take the edge with a more established user base, robust analytics and integration with existing Google Ads infrastructure. YouTube Shorts allows those who use it to tap into a vast audience, with over 2 billion monthly active users as opposed to TikTok’s 700 million [source: AdClass], while retaining control over their content and data security.

For content creators and brands, YouTube shorts can complement their existing content strategy, providing them with the opportunity to repurpose content across other social media platforms like Instagram - and in turn, drive traffic. 

Just like TikTok, YouTube Shorts can be used to experiment with trends, comedy sketches and even educational tutorials. The editing tools also include music, text and filters which should empower any brand or creator which uses the platform. 

TWITCH

You will all know by now that we are huge advocates for Twitch. You can find out more about that in this blog.

Although traditionally associated with gaming, Twitch has expanded its reach to include a diverse array of content creators and audiences. With features like live streaming and interactive chat, Twitch offers brands a dynamic platform to connect with their target demographic in real-time.

When it comes to brand and customer loyalty, building a community is key - and the emphasis Twitch has on live content is what helps build this. Streaming live provides authenticity which resonates with viewers, therefore harboring a deeper connection. If you want customers to keep returning, this connection is crucial.

Both YouTube Shorts and Twitch come with huge monetization opportunities. For Twitch, features such as subscriptions, donation and advertising, creators can generate revenue directly from their content. 

For brands, using gaming content creators specifically, will give you the opportunity to showcase your product to the more genuine and loyal audience on any social media platform. In fact, Twitch has over 240 million monthly active users [source: Backlinko]

DO YOUR RESEARCH

Before you panic too much and jump onto another platform that you may not have experience with, there are some key considerations you need to think about when using a new digital platform:

• Understanding the audience: Make sure you understand the demographic and the preferences of users on each platform and make sure that your content resonates with the audience - different platform users don't necessarily want to see the same thing.

• Be creative: This is especially important when it comes to short-form. You only have a short time to grab attention and get your point across - use it wisely.
• Engage with the community: Building a strong community presence is crucial and fosters a sense of connection and loyalty.
• Monitor performance: Utilize analytics tools provided by the platform to track the performance of your campaigns. Pay attention to metrics such as engagement rate, watch time, and click-through rate to gauge the effectiveness of your content and make necessary adjustments - it’s all a learning process.

TO CONCLUDE…

The TikTok ban may seem daunting to a lot of people but we all know that the digital landscape is ever changing and we need to innovate to keep ourselves at the forefront. 

Content creators and brands that diversify their approach and embrace alternative platforms like YouTube Shorts and Twitch, will continue to connect with their audiences. By staying informed and prioritizing authentic engagement, brands can thrive in a post-TikTok world.

If you’d like a free consultation on how you can utilize platforms such as YouTube and Twitch, then please get in touch on info@ggtalentgroup.com.

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