At the same time TikTok went offline this weekend, so did other apps ByteDance has developed or is affiliated with, including the popular video-editing tool CapCut, the social media platform Lemon8 and Marvel Snap. All are now displaying messages to US users that their services are unavailable.
If the TikTok app gets banned, brands and users will have to quickly shift strategies, with strong contenders being Meta's Instagram Reels and YouTube Shorts. The competition could definitely take advantage of TikTok's absence.