With a TikTok ban looming in the United States, other platforms are increasing spending to lure the so-called “refugees” who will seek new feeds after losing access to the For You Page. Though everyone from Triller to Xiaohongshu has made overtures to that uncommitted audience, one of the strongest appeals has come from Snapchat. The app that made its name with disappearing content is marketing its stars days before the U.S. “divest-or-ban” law goes into effect and seals TikTok’s fate.
The new Snapchat campaign invites users to “Find Your Favorites” on the app. The faves in question are popular creators like Loren Gray, Savannah Demers, Matt Friend, Avani Gregg, and Harry Jowsey, all of whom reach large audiences with their Snaps.
Snapchat’s write-up of the campaign comes with testimonials from the featured stars. “Snapchat has helped me connect with my fans on a more personal level,” Gregg said in a statement. “I have been using Snapchat for YEARS and it is still my most used app. It allows me to get rewarded while being my true authentic self.”
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The creators featured in Find Your Favorites have something in common: They all got big on TikTok before expanding their reach on (and inking partnerships with) Snapchat. The campaign seems to be appealing to TikTok users who spent time on the app to experience its creator culture. Snapchat is showing that it can be the go-to platform for those fans once TikTok is no longer available. Should those users sign up on Snapchat, they’ll find TikTok-like features and unified revenue streams that will support Snapchat’s status as the TikTok community’s next destination.
Snap is not exactly jumping the gun by imagining a U.S. social media landscape without TikTok. According to The Information, the ByteDance-owned app is preparing for an immediate shut-off in the U.S. if the divest-or-ban law’s January 19 start date is not pushed. So even though the ACLU and some Senators are doing everything they can to keep TikTok operational, its competitors are envisioning an FYP-free future that will almost certainly come to pass.
