The news: With the TikTok ban deadline quickly approaching this Saturday, creators and marketers have taken differing approaches to dealing with the potential loss of the popular and profitable social video app. 

TikTok’s future remains uncertain—some hope for another extension to the divestment deadline—and the lack of communication from owner ByteDance has led to creators and businesses expanding into other platforms, per CNBC.

Greener pastures: Creators have diversified to Snapchat, YouTube Shorts, and Instagram Reels, mostly because of their familiar endless scroll interfaces and identical vertical video formats. To capitalize on that transition, YouTube is making it easier to repost TikTok videos with its Inspiration Elements feature.