While TikTok’s ban didn’t last very long, the aftershock and the lingering uncertainty have led to the rise of alternatives. These include Instagram, YouTube, and the Chinese app OneNote.
With its recent ‘Find Your Favorites On Snapchat’ campaign and overhaul of its creator monetization program, Snap has tried its best to occupy the creator space. And based on these comments by Snap CEO Evan Spiegel, it looks like the company is succeeding.
“We’re not trying to draw too many conclusions from some of the engagement lift we saw when [TikTok] went dark for that brief period of time,” Speigel said (via TechCrunch) during a Q4 earnings call on Feb. 4. “I would say that the overall environment of uncertainty is benefiting our business.”
According to Snap (via TechCrunch), the company has onboarded thousands of creators to the invite-only Snap Star Program. If you’re chosen to be a Snap Star, you get special verification. You will also have the opportunity to earn money via brand deals and ad revenue sharing.
Moreover, Snap reported that the number of creators posting content saw more than a 40% year-on-year increase, with Speigel even claiming that the platform is host to a billion public posts a month. The company also gained 10 million active users in Q4, with the total number of users standing at 463 million.
How Can Snap Help TikTok Creators?
Ultimately, when it comes to TikTok refugees, Speigel said that Snap should try and navigate these creators through this uncertainty. “Advertisers are very focused on contingency planning and diversifying their spend,” he said.
“I think the same goes for creators who are really thinking hard about how they can build the most diversified engagement with their fanbase across various platforms, including Snapchat. So a big priority for us is really just helping make sure we support advertisers and creators during this period of uncertainty.”
At the time of writing, President Trump has until April. 5 to finalize a sales deal with TikTok. As other platforms swoop in to take TikTok’s place, its position has never looked more precarious.
