More than three months ago, TikTok said goodbye to its Russian users indefinitely – the fake law, millions of subscribers to the social network and bloggers that provide viewers with tons of content, and popularity suspended work in the country. The ability to publish new videos, broadcast live is still not available, and access to foreign content is also limited – videos of foreign authors do not enter the feed, their accounts are not available in the search. At the same time, the application itself continues to work, but this did not save it from losing about 87% of active bloggers – such statistics were indicated by the Brand Analytics service in April. There is no official data on the future fate of TikTok, while Instagram * and Facebook * try to at least restore the status of non-extremists through the courts. But the most optimistic rumors are not circulating.
At the end of March, the Russian Marketing channel reported that bloggers participating in the content monetization program were sent letters about the suspension of the possibility of withdrawal from the wallet from the 31st: “The social network is gradually restricting all previously planned activities. In Russia. : such videos will not be seen by users from Russia or with their VPN turned off. This means that they will gain many times less views. In short, everyone suffers.”
And then, in June, iGutsal channel Evgeny Gutsal (co-founder and general producer of Moscow creative video production Divico) shared additional details, referring to insiders: “Employees are leaving local office, no jobs. Private bloggers terminate contracts with the platform. There is one more option for the development of events – here Romashka LLC, which will not be connected in any way with the parent company, will be registered and the social network will be leased to it. But it’s pretty hard to imagine that a pro-American company with an American top management (everyone mistakenly thinks Chinese) would do this in the absence of competitors – Instagram *, Facebook *, Twitter and non-working YouTube. hard. He draws too much attention to himself.”
Daniil Marzaganov, a marketer and one of the main trendsetters in the expanse of Telegram, the owner of a network of channels with more than one million viewers, does not exclude such a scenario. In a conversation with us, he explains: “If TikTok itself wants to stay in this market, there are a million ways to do so. So far, I don’t see that desire. Moreover, the company has experience selling business in the US, but that’s another story.” Meanwhile, unofficial news began to come from the Russian TikTok: they say that the employees who remained at the company began to “receive offers on the new TikTok.” However, later this information was denied by the representatives of the company’s office in Russia, therefore, apparently, a new legal entity personality is not worth the wait. Which means business has to start again. For the site’s competitors – Yappy, VK Clips, YouTube Shorts – these offer impressive opportunities, but whether they will be able to use them is another question. “They are already replacing TikTok, but not completely. Again. well, algorithms were loved for it. Hundreds and thousands of engineers have been working on them since they were founded and we’re still new. The creators are still waiting for TikTok’s return, despite developing it on other platforms. However, if they’re really fired and don’t hide until they get back, there will be issues with employees : For example, I know that VK actively attracts them, ”says Daniil Marzaganov. For example, even if the social network returns in the same form but with updates, it will still fall in love with users more. True, this will apparently have to wait a long time.
* Recognized as extremist and banned in Russia.
Source: People Talk
