With a potential TikTok ban on the horizon, rival social media platforms, including Instagram and Substack, are vying for the app's massive 170 million users. Instagram has introduced cash bonuses to entice TikTok creators to post exclusively on its platform. However, creators may be reluctant to shift away from TikTok, which remains popular for its algorithm. Experts suggest that the TikTok ban has prompted creators to diversify their presence to avoid being dependent on a single platform again.
Instagram is offering popular TikTok creators a cash bonus of $10,000 to $50,000 to post their videos on its app first.
For many, the TikTok ban served as "a wake-up call" that they should avoid "over-reliance on a single platform," says Mollie Lobel.
As long as TikTok is available, people are going to use it," Richard Hanna, a marketing professor at Babson College, says.
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