The short video platform Tiktok almost returned to the initial indicators of traffic in the United States after a short blocking, during which the service lost 85 % of visitors. However, the further work of Tiktok in the United States is still in question.
Image source: Eyestetix Studio / unsplash.com
«DNS traffic for Tiktok domains continues to recover after the resumption of work and is currently about 10 % lower than until the disconnection, ”CNBC, the head of the CloudFlare data analytics department, David Belson). Tiktok had to suspend the work on January 19 after the US Supreme Court upheld the law signed in April of last year by the former US President Joe Biden. The document requires the Chinese company BYTEDANCE, which owning the platform, sold it under the threat of blocking in the United States. Apple and Google were forced to remove the application from their stores. The next day, the new head of state Donald Trump issued a decree that postponed the entry into force of another 75 days – until April 5.
Tiktok traffic dynamics. Image source: CNBC.com
At least two groups of American investors put forward their proposals for buying the platform; Trump expressed interest in the owners of part of the Tiktok assets to be the head of SpaceX and Tesla, Elon Musk or Chairman of the Board of Directors of Oracle, Larry Ellison (Larry Ellison). On the day of blocking, a surge of the popularity of the alternative application Rednote, known in his native China as Xiaohongshu, was noted. American bloggers demanded in Tiktok are increasingly saying that they have come to terms with the thought of the departure of the platform, and are now increasing their presence in other services. They are also ready for the fact that on alternative platforms such as YouTube Shorts and Instagram✴ Reels, their audience is not so great – in some cases the difference is significant.
The dynamics of the Tiktok alternative traffic. Image source: CNBC.com
American advertisers reacted to changes. They are forced to either suspend or change agreements with bloggers, indicating competing platforms in the contracts. Meta✴, who believes that it has significant chances to become an American alternative to the Chinese service, began to actively promote Instagram✴ on Tiktok itself, in YouTube Shorts, Snapchat and other platforms. Bloggers are not sure that they will be able to maintain the actual advertising rates on other platforms for Tiktok – especially since the atmosphere on them is not for the better, the authors of the content that became popular on Tiktok note.