Key stat: A third (33%) of US influencers believe that if TikTok is sold or banned in the US next year, Facebook Reels will become the next major player in short-form video, per August 2024 data by First Insight. Instagram Reels is close, at 32%.

Beyond the chart:

• Nearly all (96%) retailers are aware of the potential TikTok ban, yet only 28% have a specific contingency plan in place, per the same First Insight report.
• Both public and regulatory support for a TikTok ban is down, compared with attitudes measured last year, per Pew Research.

Use this chart: Marketers can use this chart to justify the exploration of other short-form video platforms and investment in video assets that align across multiple channels. Marketers working with influencers can also use this chart to anticipate channel growth.

Related EMARKETER reports:

• Consumer Approaches Toward Social Commerce (Subscription required)
• US Social Network Ad Spending Benchmarks: Q3 2024​(Subscription required)

Note: Respondents were asked, "If TikTok is sold or banned in the US in January 2025, which platform do you think will become the next major player in short-form video content?"

Methodology: Data is from the August 2024 First Insight report titled "TikTok's Uncertain Future." 185 US retail decision-makers were surveyed during May 2024 via InsightSUITE. In addition, 435 US influencers with over 10,000 followers were surveyed during August 2024.