Creators fast-track efforts to rely less on platforms amid intensifying TikTok uncertainty - here's where they're going

"Almost all content creators are posting to all platforms and engaging with their followers on all platforms," Sutton said. He noted that ongoing dialogue with brand partners is essential for creating contingency plans, which can include building a strategy for seamless transitions between platforms.”

"We're seeing an increase in creators investing in personal websites, blogs and Substack newsletters, aiming to establish deeper, more direct relationships with their followers beyond any one platform," said Sarah Gerrish, highlighting a significant trend toward diversifying creator presence across multiple channels.

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