Short-Form Shift: How Users Reacted to the TikTok Outage

What's happening:

After months of government scrutiny, TikTok temporarily went dark in the U.S. in January due to national security concerns. The platform was up and running again the next day but left users looking for other options in the meantime. Some users flocked to Instagram Reels, YouTube Shorts, and Snapchat Spotlight, testing out alternative platforms for short-form content. Though TikTok was quickly restored, the brief outage only added concerns about the app’s long-term stability in the U.S.

What we found:

• Among those who use TikTok, 49% still kept the app installed throughout the ban. 
• In response, some people noted shifts in their media consumption. The most common changes cited were switching to other short-form media platforms (37%) and more time on other social media in general (34%). 
• Trust in the platform has not wavered, though, despite the recent ban. Only 18% trust TikTok less since the ban, with the majority (55%) saying their trust levels towards the app have not changed. 
• There is not a consensus on what people anticipate for the future of TikTok. Some expect government efforts on a ban to continue and succeed (33%) while others think it will fall through (33%). Another contingent expect that TikTok is here to stay (24%).

Why it matters:

TikTok’s brief shutdown was a reminder of how quickly digital habits can shift. While many users stayed loyal to the app, others explored alternatives like Instagram Reels and YouTube Shorts, signaling that audiences are willing to adapt if needed. For brands and creators, this highlights the importance of a multi-platform presence to avoid over-reliance on a single app.

Despite the uncertainty, trust in TikTok remains largely unchanged, meaning users are likely to stay engaged—unless a permanent ban forces them elsewhere. With no clear consensus on TikTok’s future, brands and creators should be prepared for any outcome. Investing in a strong presence across multiple platforms will help ensure continued reach and engagement, no matter what happens next.

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