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A TikTok ban appears imminent, and members of TikTok’s thriving communities, like #BookTok, #PerfumeTok, and #MovieTok, will need to find new platforms to connect.
BookTok is not just a thriving community, but a space where people can build careers. For example, Eli Rallo is a published author who gained popularity on TikTok along with creator Kierra Lewis, who has partnered with Audible and Starz from her viral book content. According to Forbes, since the rise of #BookTok in 2020, bookstores like Barnes & Noble have seen a 14% increase in sales.
“A ban would likely push a significant number of consumers who’ve discovered their passion for reading on this platform to seek alternative online spaces for community, book recommendations and to engage with other readers,” said Ian Morris, CEO and co-founder of recommendation platform Likewise, about the impact of #BookTok’s creators and followers if TikTok would take place.
As the potential ban becomes more serious, creators from these communities are turning to other platforms like YouTube and Instagram to maintain their connections and reach new audiences. With YouTube Shorts and Instagram Reels regularly updating their features to cater to short-form content creators, both platforms are positioning themselves as alternatives to TikTok.
@elirallo
Reddit, Substack, YouTube, and Instagram
Substack and Reddit are good options for creators who are part of specific subgroups and want to engage in meaningful discussions, said Julianne Fraser, founder and CEO of the influencer marketing company Dialogue New York. These platforms have smaller communities compared to TikTok, “but are great ways to diversify and test new audiences.”
YouTube and Instagram have attractive tools for creators or community members of #FragranceTok and #BookTok, said Kelly Ayres, the director of SEO at Jordan Digital Marketing. For instance, Stories offer interactive features like polls and Q&As, and carousel posts are ideal for sharing reviews and recommendations.
And YouTube has an advantage over the other platforms for these communities by offering both short—and long-form content options.
“Creators can easily transition by repurposing their existing TikTok videos for YouTube Shorts while also creating more detailed content, such as in-depth reviews or tutorials,” said Ayres.