the great digital migration

"Please stay tuned"

Author

Jessica Smalley
January 20, 2025

In partnership with

Hey Creator,

TikTok is dead.

(For now).

While its American users have lost years of work and community, a handful of social media CEOs, namely Mark Zuckerberg, are showing their excitement.

Within the week, Meta has pumped out updates like there’s no tomorrow, hoping to capitalise on the mass dismantling of creators since Vine's shutdown in 2016.

It’s clear that Mark Zuckerberg is strategically positioning himself to benefit from the US government ban of TikTok.

But here's the thing: creators have proven time and time again that they're incredibly resilient. You've adapted through algorithm changes, platform shutdowns, and countless digital pivots.

Here’s what you can expect in today’s newsletter:

  • Keep up to date with what’s happening in Quick Fire!

  • Explain how social media platforms will benefit from the TikTok ban

  • Social media Updates for this week

  • Check out my READ, LISTEN + WATCH recommendations for this week

    🫒by Jess Smalley

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"True creation doesn't flow from a place of safety, but from the courage to keep building even when the ground shifts beneath your feet. Your art - your voice - exists beyond any single platform. It lives in the impact you make, the stories you tell, and the community you build." Sarah Chen, Digital Storyteller and Community Builder

CREATOR NEWS

🧨QUICK FIRE

TIKTOK BAN WINNERS

More than 170 million users have been banned from using TikTok.

That’s roughly 10 billion dollars in ad revenue and 32 billion hours users spend on the app each year ready for the taking, according to Morgan and Stanley.

The ban on TikTok in India in 2020 gives us insight into what we could expect to happen in the US.

Although many social media platforms vie for users' attention, Instagram/Meta, YouTube, and LinkedIn possess the technological advantage to surpass newer platforms, with some platforms already restructuring their video offerings.

So, how will the surviving social media platforms benefit from this US shutdown?

Instagram

  • It was just announced that users can upload videos up to 3 minutes long. They will be pushed and not punished for video length. 

  • We will see increased engagement on Reels as users look for short-form video content, which boosts activity and time spent on the platform.

  • However, I suspect this will lead to a glug of content and oversaturation, which will, of course, make it harder to stand out.

  • Strengthened by recent social features, Instagram’s integration of short-form content with sophisticated DMs could attract users looking for more connected experiences.

LinkedIn

  • LinkedIn is known for its wide-reaching, relatable thought leadership posts, but the ultra-niche topics we’re used to seeing on TikTok will make their way onto the professional site. E.g., micromanagement tips, hyper-specific tech tutorials, and corporate psychology.

  • The shift in audience segmentation between business-savvy Gen Z and young Millennial users could change the type of content shared on the platform and open the door to new types of career discussions. 

  • We could also see more creator partnerships take place on the platform as brands look to spend their money elsewhere.

YouTube

  • Without TikTok, YouTube will likely solidify its position as the leading global video platform, covering short and long-form content.

  • The recent expansion of creator opportunities, such as ads, memberships, and Super Thanks, will attract TikTok creators looking to diversify their revenue streams.

Even with the ban, this serves as a reminder that a strong and resilient community will thrive no matter what social media platform comes and goes. 

SOCIAL MEDIA UPDATES

Meta

  • Meta Business Suite has added an ‘Invite collaborators’ feature on iOS for both regular posts and Reels.

Instagram

  • algorithm will prioritise original and creative content in 2025.

THE DIG

READ: Tech journalist Taylor Lorenz states that the TikTok ban will not only redesign the platform but also influence the political orientation of the creator economy, fundamentally changing which voices are amplified online.

LISTEN: If you want to enhance your LinkedIn presence in 2025, listen to this episode featuring LinkedIn expert Jasmin Alic. He provides actionable tips, including his "signposting" method, insights into LinkedIn's video transition, and guidance on genuine engagement suitable for everyone, from novices to seasoned users.

WATCH: Eric Villa, a YouTube strategist for MKBHD, reveals his method for spotting content gaps on YouTube.

If you enjoyed this newsletter, please consider sharing it with someone else who might also enjoy it.

Have a great week 🙂 

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