
January is already off to a chaotc, yet interesting start as “The Great Migration” on social platforms has picked up speed. My head is spinning. The social media landscape is undergoing a seismic shift, literally being driven by the looming TikTok ban and the emergence of new platforms. Though, I can’t really say “emergence”, because some have been around for a while. Because of Elon and the impending ban we are seeing an unprecedented “Great Migration” in social media platforms. After numerous client calls to develop pivots, identify new platforms, and create updated audience roadmaps, I thought it prudent to write an article that addresses the current state of social media, emerging trends, and strategies I am recommending to brands in order to thrive in this evolving digital ecosystem.
The TikTok Dilemma: A Catalyst for Change
You would have to be living under a rock or starting a startup company if you haven’t heard by now that the U.S. House of Representatives recently passed legislation that could force ByteDance, TikTok’s parent company, to divest its ownership or face a ban in the United States. Key points in the legislation include:
- ByteDance has a 165-day window to sell TikTok.
- Failure to comply would result in app stores and web hosting companies being prohibited from distributing TikTok in the U.S.
- The deadline for compliance is January 19,2025
TikTok’s CEO, Shou Zi Chew, has voiced strong opposition, characterizing the bill as a ‘de facto’ ban that would negatively impact millions of businesses. This potential ban has created a vacuum in the short-form video space, prompting users and brands to seek alternatives. Dare I say, the impact, is quickly reshaping the social media landscape.
In a last minute “Hail-Mary”, a U.S. official said that President Joe Biden wouldn’t enforce a ban on the social media app. Instead, its fate will be left to President-elect Donald Trump. Now to be fair, Trump was originally the one that called for the ban in the first place; however, he has since changed his mind and pledged to keep it available in the U.S.; but has not given any details on how that will happen. All I know, is that TikTok’s CEO is planning to attend the inauguaration along with several other notable tech giants like Jeff Bezos, Elon Musk, and Mark Zuckerburg. That should make for an interesting dais.
The Changing Face of Social Media: Projected Shifts
Many of the top social tools, market researchers, and Industry analysts have forecasted significant changes in the social media ecosystem by 2025:
- According to Sprinklr, Instagram is overtaking Yelp as the go-to for customer reviews.
- Based on a recent EMARKETER analysis, Meta is likely to be the chief beneficiary if TikTok is banned. “Our latest forecast estimates that TikTok generated $12.34 billion in US ad revenues in 2024,” the analysis said. “Assuming TikTok could lose between 50% and 70% of ad revenues due to a ban, $6.17 billion to $8.64 billion of ad spending could need a new home.” Meta, owner of Instagram and Facebook, could reap anywhere between $2.46 billion to $3.38 billion in ad revenue with a TikTok ban.
- There’s a growing emphasis on authentic, unfiltered content, as seen with platforms like BeReal and even “Prosocial” Media platforms. They are designed to enhance mutual understanding and civic engagement over capturing attention. These platforms prioritize inclusive dialogue and community building, marking a shift from traditional engagement-driven models.
Emerging Platforms to Watch – ‘TikTok Refugees’ New Home

I could keep sharing all the various forecasts, but I also think as a social researcher, it is also important to look at emerging trends, topics, and platforms. There is a great migration going on in social, but not just because of the ban. I actually believe it started shortly after Musk bought X, when fans and brands began to turn away from the platform and look for alternatives. According to Emarketer, they expect X (formerly Twitter) to loose 7 million monthly active users in the U.S., from 2022 through 2025.
Now with TikTok facing an uncertain future, a number of new and old social platforms are positioning themselves to capture its audience and give homes to all those ‘TikTok Refugees’. Here are 10 that I have on my radar:
- RedNote: A Chinese app gaining traction as a potential TikTok successor.
- YouTube Shorts: Seeing increased adoption for short-form content.
- Snapchat: Actively courting TikTok users with new features.
- Lemon8: ByteDance’s new platform combining elements of Instagram and Pinterest.
- Spill: Aiming to create a more inclusive space for diverse communities.
- BeReal: Known for its authenticity-focused approach.
- Neptune: A newcomer focusing on creative expression and community building.
- Bluesky: A decentralized alternative to Twitter gaining traction among tech-savvy users.
- Threads: Meta’s text-based platform seeing rapid growth.
- Clapper: A Texas-based app that gained traction amid the TikTok ban. Clapper’s rise to the third most downloaded free iPhone app reflects users’ preference for platforms perceived as more transparent and locally governed.
User Behavior Shifts
I think its also important to understand what the the migration patterns reveal regarding changing user preferences on social. People are looking for specific things on social and are choosing newer platforms based on these needs.
- Increased demand for authenticity and community-driven content
- More decentralized social platforms
- Preference for platform-specific content rather than cross-posting
- Growing interest in niche communities and private, subscription-based models (Did I hear someone say Patreon or OnlyFans?)
- Platforms that integrate E-commerce and Social Interaction
Strategic Implications for Brands
This evolution proves that the writing is on the wall – organizations must adapt to this changing landscape, or be left in the refuse of social content, devoid of consumer attention, and left in obscurity. Adapt or die. The wilderness is the same as life. As marketers we must go where our consumers go, no matter how splintered or niche. They are our very reason for being. With this in mind, brands must seek to:
- Diversify platform presence to mitigate risks
- Develop platform-specific content strategies
- Focus on building community across multiple platforms in a “native” way to the platform
- Maintain flexibility and nimbleness in content distribution/content type approaches
- Prioritize creating transparent and relatable content
Future Outlook
While I have my theories, based on a number of leading indicators, I feel the social media landscape of 2025 will likely be characterized by:
- More fragmented user bases across multiple platforms
- Increased emphasis on authentic, community-driven content
- Brand curated story-driven episodics
- Greater focus on privacy and data protection
- Evolution of platform-specific features and capabilities
Detailed Checklist for Brands

I also wanted to share this checklist that I created to share with my clients on where to begin. If you don’t do anything else, this checklist is comprehensive enough to help with you next steps. And if you need a more bespoke solution, feel free to reach out and we’d love to work with you on creating this.
- Conduct a platform audit to identify where your audience is most active
- Develop platform-specific content strategies for each major social network
- Implement a robust first-party data collection system
- Establish a presence on at least three emerging platforms
- Create an authenticity-focused content calendar
- Launch a community-building initiative on a platform like Discord
- Integrate social commerce features into your top-performing platforms
- Develop a crisis communication plan for potential platform shutdowns
- Allocate budget for social video advertising across multiple platforms
- Regularly review and adapt your social media strategy based on platform performance and emerging trends
Conclusion
So yes, 2025 is starting off very chaotic, characterized by rapid change and emerging opportunities. Brands need to stay agile, begin embracing new platforms, and focus on creating authentic engagement. As we move forward, the key to success lies in adaptability and a willingness to experiment with new formats and platforms. Central to this adaptability is the implementation of robust social listening and trend monitoring strategies. These practices are integral for brands to stay abreast of their audience’s migration patterns and emerging trends and platforms:
- Real-time Insights: Social listening tools provide brands with real-time data on audience sentiment, conversations, and platform preferences, enabling quick adjustments to strategy1.
- Emerging Platform Detection: Continuous trend monitoring allows brands to identify new platforms gaining traction early, providing a first-mover advantage1.
- Content Optimization: By analyzing trending topics and content formats across platforms, brands can tailor their content strategy to meet evolving user preferences1.
- Competitive Intelligence: Social listening offers insights into competitors’ strategies and performance on various platforms, informing strategic decisions1.
By integrating these practices, brands can not only react to changes but also anticipate shifts in the social media landscape. I have seen how a proactive approach helps ensure that brands remain relevant and engaged with their audience, regardless of which platforms rise to prominence.