Ahead of looming ban, TikTok creators ask fans to find them on Instagram or YouTube
Summary
The TikTok risk has been present for years, but was amped up in April, after President Joe Biden signed a law that requires ByteDance to divest the short-form video app this month. Short videos, the kind that mimic clips on TikTok, are gaining viewership across those apps, accounting for about 41% of user time on Instagram, Sensor Tower data shows. While TikTok has a smaller userbase in the U.S. and lower share of total ad dollars than its top rivals, its the dominant platform for creators, particularly those focused on short-form content. At Meta, leaders within Instagram scheduled numerous impromptu meetings on Friday after listening to the oral arguments before the Supreme Court, a person familiar with the matter told CNBC. Though many within the company had long expected TikTok would remain active in the U.S., leaders at Instagram began directing their teams to prepare for a potential influx of users should the ban go through, said the person, who asked not to be named due to confidentiality.