Adult TikTok users in the United States spend an average of 54 minutes on the app, more than on Instagram, Snapchat or YouTube, according to research from eMarketer. If a ban on TikTok in the country comes to pass, these platforms — along with emerging rivals — would be competing for those valuable minutes of attention.
With an actual ban likely still years away, it’s unclear which app will be the biggest beneficiary. Meta, which owns Facebook and Instagram, could see more advertisers amid uncertainty with its biggest competitor, according to analysts. The company has a long tradition of copying competing services, with different levels of success, such as the “stories” feature, similar to Snapchat, and “reels”, similar to TikTok.
Even though creators post on both platforms, experts say younger users are unlikely to flock to Instagram. “TikTok’s ability to deliver relevant and entertaining content to its users is unparalleled in the world of social media,” according to eMarketer analyst Jasmine Enberg.
YouTube still dominates the attention of North American teenagers. Approximately nine in ten teenagers said they use the network, in a survey by the Pew Research Center, which makes it the most used platform among young people aged 13 to 17. TikTok registered 63%, Snapchat 60% and Instagram 59%. Google, which controls YouTube, launched the “Shorts” feature in 2020.
Snapchat has never been popular with adults, but it remains popular among U.S. teens and young adults. The network launched Snapchat Spotlight in 2020, the same year India banned TikTok and former US President Donald Trump was trying to do the same in the US. The feature aims to highlight the main videos published on the platform.
Other alternatives with similar features to TikTok are newer networks such as Triller, which is being acquired by a Hong Kong-based company. The platform is popular for music videos and has tried to attract TikTok creators to its platform, but its user base lags far behind its competitors and the content appears less diverse. Zigazoo, in turn, stands out because it shows TikTok-style content, but with a focus on videos suitable for children.
