TikTok ban in US? Instagram and YouTube hope to scoop TikTok users, tell employees to standby

It’s possible that TikTok could be banned in the US this Sunday, akin to the situation in India in 2020, due to a conflict between the US government and the Chinese firm. Reports indicate that the US government urged TikTok to either be sold to a US-based firm or face a potential ban. TikTok, on the other hand, appears to have opted to deny access to its US users rather than implement a poison pill strategy. And the deadline is expected to be this upcoming Sunday.

As TikTok’s end approaches, other tech giants such as Instagram and YouTube are aiming to attract its current users by providing them a similar service — the short video platform. A report from the New York Times indicates that US tech giants have prepared their employees to spring into action immediately if TikTok ceases operations in the US. These workers have been instructed to be ready.

The concept appears to be akin to what took place in India in 2020. When India prohibited the Chinese social media application TikTok in 2020 due to security issues, all TikTok users had to seek alternatives. During that period, platforms such as Instagram and YouTube seized the chance, providing features like Reels and Shorts that resembled the short video style TikTok users knew well.

When the TikTok ban was implemented in India, the app had approximately 200 million users in the country. Following the ban, many of these users resumed their short video experiences on Instagram and YouTube. Currently, the NYT reports that a comparable scenario is developing in the US. Tech giants Meta and Google, which own Instagram and YouTube respectively, are enhancing their approaches to draw in TikTok’s 170 million monthly users in the US.

There is a chance that TikTok may be prohibited in the US this Sunday, similar to what happened in India in 2020, because of a dispute between the US government and the Chinese company. Reports suggest that the US government pressured TikTok to sell itself to a US company or risk a possible ban. In contrast, TikTok seems to have chosen to restrict access for its US users instead of adopting a poison pill strategy. The due date is anticipated to be this coming Sunday.

As TikTok nears its conclusion, other technology leaders like Instagram and YouTube are striving to win over its existing users by offering them a comparable service — the short video platform. According to a report by the New York Times, American tech giants are gearing up their staff to respond right away if TikTok halts its operations in the US. These employees have been told to be prepared. The idea seems to resemble what occurred in India in 2020. When India banned the Chinese social media app TikTok in 2020 over security concerns, all TikTok users needed to find other options. In that time, platforms like Instagram and YouTube took advantage, offering features such as Reels and Shorts that mirrored the short video format familiar to TikTok users.

When the TikTok ban took effect in India, the application had around 200 million users in the nation. After the ban, numerous users returned to their short video experiences on Instagram and YouTube. At present, the NYT indicates that a similar situation is emerging in the US. Tech behemoths Meta and Google, which own Instagram and YouTube respectively, are improving their strategies to attract TikTok’s 170 million monthly users in the United States.

Although Meta and Google have refrained from making public statements, their covert actions clearly indicate that they are keenly targeting TikTok users in the United States.

Ultimately, when India implemented the ban on TikTok, reels emerged as one of the largest beneficiaries. Prior to the prohibition, TikTok was the leading short video platform in India, featuring a lively community of Indian creators and users. At that moment, Instagram Reels were barely noticed by anyone. However, since that time, Reels have arguably turned into the most popular feature on Instagram, to the extent that they are now a significant part of the cultural and lifestyle discussions in India. YouTube Shorts, while not as widely favored as Reels so far, also experienced a swift rise in usage in India following TikTok’s ban in the country.