What Happens When TikTok Disappears?
Show it to me, Rachel
Before we get into my newsletter, it seems so dystopian to be writing about the downfall of a social media app when so many have lost their homes this week. If you feel it in your hearts, consider donating to a Los Angeles charity listed in this article.
One of the most talked-about topics right now is the Supreme Court’s decision to uphold the TikTok ban, set to go into effect on January 19th. For information about what this means and whether TikTok might still have a chance, I’d recommend watching (ironically) this TikTok by the Washington Post, which explains it all. If you want to catch up on the entire story and some of the insane questioning during the trials, check out this article for a good breakdown.
Today, instead of diving into the case, I’m assuming that no compromise will be reached by next week, meaning TikTok will no longer be available in the U.S. The app currently has over 2 billion users worldwide, averaging 95 minutes a day on the app1 so when that happens when the app disappears, where do we go next?
As a good practice, let’s look at where we’ve been to get a sense of where we’re going.
What Makes TikTok Unique
Though the app has existed since 2018, the COVID-19 pandemic catapulted TikTok’s popularity, positioning it as the ultimate tool for connection. From whipped iced coffees to the Savage dance, people found solace in shared experiences and connections outside of their homes during the worldwide “unprecedented” moment.
Simultaneously, TikTok became the catalyst for the mass spread of information—some of it misinformation. It accelerated trend cycles, validated personal experiences, launched small businesses, became a reliable revenue stream for creators via its creator fund, and, ultimately, made video creation accessible to everyone (something once reserved for YouTubers with fancy cameras or Instagram influencers).
The algorithm, with its almost mystical ability to feed you into niche echo chambers while simultaneously offering fresh perspectives from strangers around the world, is unparalleled. Following friends is deprioritized, becoming more of a function for convenience when one wants to share videos, while content from strangers takes center stage.
Additionally, TikTok has become the ultimate search engine. Typing a hashtag or search term provides a wealth of first-person accounts, recommendations, POVs, and more—giving searchers valuable insights from other real people. In fact, I recently read a report that TikTok is overtaking Google as the most-used search engine, especially among younger generations.2 This makes so much sense to me. I remember learning in school that the most powerful way to convince someone to buy a product or service is through a personal recommendation from a friend or family member. It makes sense that people turn to an app where they can gather so much information in a quick 45-second video, with visuals, rather than spending five minutes scrolling through Google, trying to find an unbiased review. (Not saying TikTok is free from bias or promotional content, just that it’s easier and faster to sift through.)
You might be thinking, “Instagram offers the same opportunities!”—and here’s where I’d disagree. While Instagram does allow some of the same features, it hasn’t quite captured the magic of TikTok.
Hot Contenders for a TikTok Replacement
Some of the biggest speculation when it comes to TikTok’s replacement are Lemon8 (an app owned by TikTok, which could also fall victim to the ban and has been slammed by TikTok creators for its questionable contracts) and Instagram Reels (where most content is just TikTok aftermath, and ultimately not the main function of the app).
Realistically I can see a few ways that people will use their time post-TikTok, so I’ll offer my two cents:
First, Pinterest:
I really think we’re about to go through a Pinterest Renaissance. Though a lot of association with Pinterest leads back to the golden years (2007-2014) of making boards full of chevron-printed outfits and wedding inspiration, the app’s foundation is built around discovery and caters to users’ niche interests just like TikTok. It’s a search engine for inspiration that can be categorized and shared with their followers. Although the platform is currently more focused on still photography, I think it could easily transition to a video-style scrolling mechanism, especially if it embraces more dynamic, creator-led content instead of focusing on external links. Additionally, Pinterest is the only social media app can think of that has found the perfect balance of seeing your following’s re-pins as well as algorithm-served content, besides TikTok.
On top of the platform’s functionality, over the last several years Pinterest has established itself as an almost-trend fortune teller with its yearly Pinterest Predicts data drops. The predictions this year, though, seemed more reflective of trends happening now instead of predicting what’s to come (their analysis period was Sep 2022–Aug 2024 and, as mentioned, TikTok has expedited trend turnaround so a lot of their predictions were right, just late). With the focus on the future and the app’s natural inclination to discovery and community, both pillars of what makes TikTok successful, Pinterest is my top contender for a replacement.
Second, YouTube Shorts:
If you haven’t been on the shorts section of YouTube yet, I would highly recommend it. Shorts are YouTube’s vertical video format, created to compete with TikTok and Instagram Reels. Functionally, this is the platform closest to TikTok (outside of Reels) but the algorithm is very far from TikTok’s capabilities. Last night I was scrolling through YouTube Shorts and found that the same creator came up over and over again. I don’t follow that creator, in fact, I don’t think I’ve watched one of their long-form videos, but I exited the app because it wasn’t serving me anything I wanted to see.
If YouTube could figure out a way to create an algorithm similar to that of TikTok it could become a strong contender for a replacement.
Third, A Social Media Mass Exodus:
We’ve already seen the effects of the Analog Renaissance: digital cameras were the most popular item for Gen Z this year, and physical media--vinyl, CDs, cassettes, DVDs, VHS tapes, zines, and magazines-- have long been making a comeback. This all signals that people are getting tired of staring at the screen, the mass overload of trends, influencers, and TikTok Shop ads for products that offer only momentary satisfaction. Additionally, I think part of the move away from screens recently is the apprehension of using AI.
What I find most interesting is the recent mass shift toward flip phones. One girl recently discovered that her flip phone had access to Google Maps, which was a main concern or transitioning to analog life. Maybe, in the future, large tech companies like Apple will take note and release a flip phone as part of a larger trend toward simplifying digital life.
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I would love to know your thoughts on what’s next after TikTok! Give me your thoughts in the comments.
Goodbye, TikTok
I’ve seen a lot of TikTok’s recently mourning the app’s impending departure. This one is my favorite. If you want to go down memory lane, there is a creator doing montages of popular trends on the app which have been so nostalgic and fun to watch. Highly recommend!
Happy scrolling!
Rachel
i have a feeling developers in US are rushing to get a new dupe app on the market
I love the idea of reverting back to analog, but as someone who grew up in the analog era I don’t see it being anything more than a trend. Growing up in those times we craved for things digital and for the tech to just get better and more powerful.
All of the analog devices, media, etc have so much more “character” than what I feel is today’s “disposable” media on the social channels. The trouble with analog is the lack of speed by which information moves, its cost compared to digital media and that it isn’t creator friendly the way digital media is.
Unfortunately I think any reversal to analog will be a temporary trend and then people will become frustrated at the reasons I mentioned above. I’m not sure the Gen Y and later generations will have the patience to stay in analog for very long.
Enjoy the renaissance while it lasts though!