First it was banned, then it was back…but does anyone really care anymore?
Here’s the thing about social media platforms: they come, they go, and sometimes they crash and burn spectacularly (pour one out for Vine, folks). Sure, it’s the first time the Federal Government is getting involved with social platforms, but the rise and fall of social media is nothing new.
With TikTok’s users unsure if the app will even run in the next few months, we thought it was time to talk about the other platforms that are gaining traction, who is using them, and whether there will ever be another social media platform that will be able to operate at the same level as giants like Meta and X.
The Lay of the Land
If you’ve been living under a rock, you might not be caught up with what’s going on with TikTok. Here’s the shorthand:
- The Federal Government banned it for being a threat to national security and gave TikTok’s owner, ByteDance an ultimatum: sell to a U.S. company or get out by January 19.
- ByteDance appealed this. Many, many times. And lost every single time.
- Leading up to the big day, Congress had a collective meltdown when they realized this might actually happen. They tried to postpone it. It didn’t work.
- TikTok users didn’t like this one bit. They started a few different movements, like jumping ship to Rednote (an actual national security threat), deleting Meta accounts, and more.
- TikTok was deleted from app stores and stopped serving users late on January 18.
- Ready for the plot twist? TikTok miraculously came back to life on January 19, saying talks with President Trump saved the day.
So it’s back up and running, but that doesn’t necessarily mean it’ll stay that way.
The Makings of Giants
Instagram, Facebook, and LinkedIn are synonymous with “social media platforms,” but it wasn’t always like that. They got lucky with perfect timing, adapted fast, and now they’re basically untouchable—even though people are actively running for the exits.
That sort of colossal reach had us thinking—is it even possible for another platform to do that today? Can a new social media platform join the giants?
What Does It Take to Make a Social Platform Thrive?
Money, obviously.
You’ll need to either have a billionaire to bankroll you (which comes with its own problems), or you’ll need to advertise in some way. The other option is making people pay for your platform, but with so many free options, that would be rough.
The “cool” factor.
We know, we sound lame saying that, but it’s true. In order to get a critical mass of users, you need to get young people, and young people aren’t going to flock to something they find lame. For anybody who’s ever tried to make a 14-year-old think you’re cool…you see the difficulty here.
A usable platform.
This may be overlooked with all the aesthetics and flashiness social media platforms will try to throw in your way, but in our modern society, people want something that’s going to work and be easy to navigate. Why do you think TikTok became so popular? It’s so easy to use—addictively so—to the point where you can scroll for hours, letting the algorithm serve you content you want to see.
So can there be another TikTok?
Maybe, but it’s not going to be easy. We are also living in a time where the people who use social media already have their favorites, and there’s a whole other group that wants to write it off altogether. The original point of social media—actually connecting with people—has morphed into something else entirely.
Is there an app that has what it takes to break through this environment, has the funding, has the cool factor, and is usable to the point of being able to break people away from what they know? Well…we’re keeping an eye on some hopefuls, but in the end, we’ll just have to wait and see.
But hey, we’ll be here, watching it all unfold while managing our clients’ social media presence across whatever platforms survive this circus. Because that’s what we do—we adapt, we evolve, and we keep it real. Even when reality is this ridiculous.
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