British content creators 'take advantage' of TikTok US shutdown

(CLO) When TikTok had problems, content creators in the US were worried and started looking for other platforms to continue operating.

Meanwhile, UK content creators have been quick to seize the opportunity to boost their presence on TikTok, gain followers and profit from the temporary absence of their US rivals.

Following the US TikTok outage from January 19 to January 25 – UK video creators posted 15% more content than in the seven days before the ban, according to figures shared with Digiday by influencer marketing firm Billion Dollar Boy.

The data comes from a report the company released on January 31 that analyzed the activity of more than 10,000 creators across the US and UK following the outage.

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Billion Dollar Boy's report also found that TikTok creators in the US reduced their posting activity by 3% in the week after January 19, creating a content void that some UK creators were quick to fill.

British TikTok creator Em Wallbank saw a significant growth of 48,000 new followers in just the week following TikTok's US outage on January 19.

She attributed this success to increasing the frequency of her posts during and after the ban threat, along with a viral post based on the movie "Wicked" shortly after the incident.

In response to the TikTok ban, US creators have also begun looking to expand their presence on other platforms. During the same period, posting activity by US creators increased 16% on Instagram Reels and 14% on YouTube Shorts.

Hoang Anh (according to Digiday, BDB)

Source: https://www.congluan.vn/nhung-nguoi-sang-tao-noi-dung-anh-loi-dung-su-co-dong-cua-tiktok-tai-my-post334342.html