A $12 phone is opening doors for rural India to get on the internet
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2 years agoon
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There are about 250 million feature phone users in India, and many of them still use 2G phones and only for voice calls, according to the International Data Corporation
Indranil Mukherjee | Afp | Getty Images
The world may be moving on to super-fast internet speeds on 5G or even 6G, but masses in rural India are still stuck in the 2G era.
All that could change with a new $12 phone from Reliance Jio this week.
The telecommunications arm of Indian conglomerate Reliance Industries, has opened the door for more people to gain access to the internet through the launch of its new internet-enabled phone with a 4G mobile network. Feature phones are essentially non-smartphones that have a push-button keypad and a small non-touch display.
Reliance Jio’s new feature phone aims to reduce the mobile connectivity gap between rural and urban India by giving non-smartphone users a cheaper alternative to switch from 2G to 4G mobile networks.
“There are still 250 million mobile phone users in India who remain trapped in the 2G era, unable to tap into basic features of the internet at a time when the world stands at the cusp of a 5G revolution,” Reliance Jio’s Chairman Akash Ambani said in a press release.
5G refers to the next-generation mobile networks that offer data at very high speeds, and are needed to support advanced technologies like driverless cars and virtual reality.
The new phone, named Jio Bharat, serves as an entry-level phone for first time internet users that would just rely on the basic functions without being convoluted by the endless number of applications that can be found on a smartphone, Varun Mishra, senior analyst at Counterpoint Research, said.
India is already the world’s second-largest smartphone market and is likely to add 300 million new internet users, making it the fastest country to provide internet services to those who remain unconnected, Mishra said.
“With a familiar form factor and internet connectivity, this device can help users experience key services like digital payments, content, and more for the first time through Jio’s ecosystem,” Mishra told CNBC. “However, screen size can limit the experience a bit, but still good for first-time internet users.”
Customer retention
Jio has an upper hand against its competitors in the telco service space, such as Vodafone Idea — a partnership between Aditya Birla Group and Vodafone Group — as well as Bhati Airtelas and BSNL.
Apart from selling the phone at an extremely low price point, monthly plans from Jio are also very affordable — and the other telco companies could even start losing customers, Mishra highlighted.
Reliance Jio claims that their monthly plans are 30% cheaper than other telcos, and offer customers seven times more data.
Paying $1.50 will get users unlimited voice calls and 14 gigabytes of data, compared to almost $3 for other voice calls and just 2 gigabytes of data from other operators, Reliance Jio’s press statement claimed.
This is Jio’s tactic to attract more feature phone users to sign a plan with them even though they only offer 4G and 5G mobile network services, according to Navkendar Singh of the International Data Corporation (IDC).
Reliance Jio has rolled out 5G services in 406 cities in India.
Nurphoto | Nurphoto | Getty Images
There are about 250 million feature phone users in India, and many of them still use 2G phones and only for voice calls, according to Mishra.
Reliance Jio attracts these consumers and take them away from “legacy operators” by offering more “palatable” price plans, Singh told CNBC in a phone interview.
“From what we understand, the main objective for Jio is to get more customers on the Jio platform and the Jio network, and they can then start cross-selling the services,” he said, explaining that customers can also tap on Jio’s payment and streaming services.
Additionally, Singh highlighted that Reliance Jio hopes first-time internet users who purchase the Jio Bharat will eventually upgrade to more advanced phones down the road.
“Right now, Jio gets revenue of about $1.50 to $2 a month, and when customers subsequently upgrade their phones in three or four years time, they would choose more advanced feature phones or low cost smartphones at some point in time,” he added.
Price war with other telcos?
Analysts who spoke to CNBC also agree that despite Jio’s cost-friendly plans, other telco companies are unlikely to significantly drop their prices.
“There’s been an ongoing tussle between Jio and other telcos in India,” said Nikhil Batra, research director of IDC.
“Lowering prices across the board will not be a viable option, but it will be a challenge for [other telcos] to create new customer experiences and product bundles to increase customer stickiness,” Batra said.
According to data from Macquarie Research, Jio currently has the biggest subscriber market share in Delhi (34%), Mumbai (35%), and Kolkata (42%), compared to Vodafone Idea, Bharti Airtel and BSNL.
However, other telcos could still benefit from those in India who continue to choose phones that do not let them surf the internet.
Macquarie data also showed that in rural areas such as Bihar, Jammu and Kashmir, and Himachal Pradesh, Bharti Airtel holds a larger market share than Jio.
India’s 5G rollout
India has the world’s second largest telecom industry with a subscriber base of 1.17 billion people as of September 2022, data from IDC showed. The growth trajectory of the sector is just going to get higher from here, the market intelligence firm said.
“The industry’s growth over the past few years has been primarily driven by lower tariffs, availability of affordable smartphones, launch of telecom services by Reliance Jio, expansion of 4G coverage, and higher data consumption by subscribers,” Batra said.
More consumers are also expected to purchase smartphones that have a 5G mobile network.
About 52 million 5G-enabled phones were purchased in 2022, an increase from 26 million the previous year, IDC data showed.
“India’s 5G rollout has been much quicker and smoother and is well on course to reach pan-India by Jio by the end of the year. Jio and Airtel already have 5G services, and Vodafone Idea and BSNL are expected to join in rolling out 5G by 2024,” Counterpoint Research’s Mishra said.
Men talk on their mobile phones in front of an iphone 14 advertisement, in Kolkata on September 27, 2022.
Nurphoto | Nurphoto | Getty Images
Counterpoint Research estimates there are nearly 85 million users of 5G capable smartphones in India, and 5G handsets had captured 32% of market share in 2022. Over 50% of smartphones shipped in April 2023 had 5G capabilities as well.
However, this is largely supply driven, Batra said. That’s because “brands are able to bring in more 5G devices due to the better supplies achieved by 5G roll out and demand for 5G phones in other countries such as China and Korea.”
“Consumers in India have not really demanded a 5G device until now, their purchases being driven by the availability as almost all smartphone models are priced around $300 and are 5G capable,” he added.
Despite regulation and telecom infrastructure challenges, “India will be a major market for 5G by 2026 and will dominate the 5G net additions just as China starts to mature and decelerate,” Batra said.
Technology is playing a much bigger role these days and “we can expect India to further accelerate and set an example,” he said citing the example of banking and Unified Payments Interface as an example.
“India leapfrogged the majority of developed nations in making digital payments convenient, accessible, and widely accepted, irrespective of merchant sizes,” he added.
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Technology
Britain seeks to build homegrown rival to OpenAI in bid to become world leader in artificial intelligence
Published
16 hours agoon
January 12, 2025By
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Britain’s Prime Minister Keir Starmer gives a media interview while attending the 79th United Nations General Assembly at the United Nations Headquarters in New York, U.S. September 25, 2024.
Leon Neal | Via Reuters
LONDON — The U.K is looking to build a homegrown challenger to OpenAI and drastically increase national computing infrastructure, as Prime Minister Keir Starmer’s government sets its sights on becoming a global leader in artificial intelligence.
Starmer is set to visit Bristol, England, on Monday to announce the pledge, which follows work done by British tech investor Matt Clifford to establish an “AI Opportunities Action Plan.” The plan aims to help the U.K. take advantage of the potential of AI.
The government is primarily seeking to expand data center capacity across the U.K. to boost developers of powerful AI models which rely on high-performance computing equipment hosted in remote locations to train and run their systems.
A target of increasing “sovereign,” or public sector, compute capacity in the U.K. by twentyfold by 2030 has been set. As part of that pledge, the government will begin opening access to the AI Research Resource, an initiative aimed at bolstering U.K. computing infrastructure.
Starmer’s administration last year canceled £1.3 billion of taxpayer-funded spending commitments towards two significant computing initiatives in order to prioritize other fiscal plans. The projects, an AI Research Resource and a next-generation “exascale” supercomputer, were pledges were made under Starmer’s predecessor, Rishi Sunak.
Sovereign AI has become a hot topic for policymakers, particularly in Europe. The term refers to the idea that technologies critical to economic growth and national security should be built and developed in the countries people are adopting them in.
To further bolster Britain’s computing infrastructure, the government also committed to setting up several AI “growth zones,” where rules on planning permission will be relaxed in certain places to allow for the creation of new data centers.
Meanwhile, an “AI Energy Council” formed of industry leaders from both energy and AI will be set up to explore the role of renewable and low-carbon sources of energy, like nuclear.
Building a challenger to OpenAI
The last major initiative the U.K. government proposed was to create homegrown AI “champions” of a similar scale to American tech giants responsible for the foundational AI models that power today’s generative AI tools such as OpenAI’s ChatGPT.
Britain plans to use the AI growth zones and a newly established National Data Library to connect public institutions — such as universities — to enhance the country’s ability to create “sovereign” AI models which aren’t reliant on Silicon Valley.
It’s worth highlighting that the U.K. faces serious challenges in its bid to create an effective OpenAI alternative. For one, several entrepreneurs in the country have bemoaned funding challenges that make it difficult for startups in the country to raise the kind of cash available to AI success stories.
Many U.K. founders and venture capitalists have called for the country’s pension funds to allocate a greater portion of their portfolios toward riskier, growth-focused startups — a reform the government has committed to pushing previously.
“In the U.K., there’s $7 trillion in this pocket,” Magnus Grimeland, CEO and founder of venture capital firm Antler, told CNBC in an interview last year. “Imagine if you take just 5% of that and allocate it to innovation — you solve the problem.”
U.K. tech leaders have nevertheless generally praised the government’s AI action plan. Zahra Bahrololoumi, Salesforce’s U.K. boss, told CNBC the plan is a “forward-thinking strategy,” adding she’s encouraged by the government’s “bold vision for AI and emphasis on transparency, safety and collaboration.”
Chintan Patel, Cisco’s chief technology officer in the U.K., said he’s “encouraged” by the action plan. “Having a clearly defined roadmap is critical for the UK to achieve its ambition to become an AI superpower and a leading destination for AI investment,” he said.
Britain doesn’t yet have formal regulations for AI. Starmer’s government has previously said it plans to draw up legislation for AI — but details remain thin.
Last month, the government announced a consultation on measures to regulate the use of copyrighted content to train AI models.
More generally, the U.K. is pitching a differentiated regulatory regime from the EU following Brexit as a positive factor — meaning, it can introduce regulatory oversight for AI but in a way that’s less strict than the EU, which has taken a more hard-line approach to regulating the technology with its AI Act.
Technology
What to expect from new crypto legislation on the crime prevention side of it
Published
24 hours agoon
January 12, 2025By
admin
Republican presidential nominee and former U.S. President Donald Trump gestures at the Bitcoin 2024 event in Nashville, Tennessee, U.S., July 27, 2024.
Kevin Wurm | Reuters
With the levers of power in Washington, D.C., about to change hands, a raft of pro-crypto legislation is expected from Congress and the Trump administration. To date, there’s been less focus on the cybersecurity side of the political effort, which could be an issue for crypto in relation to its popularity among a wary U.S. population.
Cryptocurrency, which includes not just bitcoin but ethereum, dogecoin, and others, has a faithful following among American adults. According to the Pew Research Center, 17% of American adults have traded in crypto, but that market share of American wallets has remained virtually unchanged since 2021. Meanwhile, according to a poll Pew conducted shortly before the election, 63% of adults say they have little to no confidence in crypto investing or trading, and don’t think cryptocurrencies are reliable and safe.
The incoming Trump administration has been touting its crypto bona fides, with a focus on the industry rather than the consumer.
“The No. 1 most important priority for the industry is to make sure they have a regulatory framework so that they can do business,” said Dusty Johnson (R-South Dakota), who helped author the Financial Innovation and Technology for the 21st Century Act (FIT21) that addresses the treatment of digital assets under U.S. law. The law passed in the House with bipartisan support but has not been taken up by the Senate.
FIT21 did contain specific crypto-cybersecurity provisions, which Johnson predicts will be built upon in the new administration.
Glenn “GT” Thompson (R-Pennsylvania), Chairman of the House Committee on Agriculture and a co-author of FIT21, says the cybersecurity provisions in the bill are still key in the upcoming administration.
“FIT21 requires important cybersecurity safeguards for financial intermediaries engaging with digital assets,” Thompson said in a statement to CNBC, adding that FIT21 includes explicit provisions to ensure that regulated firms take steps to evaluate and mitigate cyber vulnerabilities to protect both the services they offer and assets they hold on behalf of their customers.
“These cybersecurity requirements are critical for protecting digital asset markets and market participants,” Thompson said.
Some experts, however, doubt that there will be as much action on the security side of the legislation, given that crypto proponents are closely advising the Trump administration.
“Personnel is policy,” says Jeff Le, vice president of global government affairs and public policy at Security Scorecard and a former assistant cabinet secretary in the California governor’s office. The top ranks of the incoming economic team, made up of SEC Chair-designate Paul Atkins, Commerce Secretary Howard Lutnick, and Treasury Secretary-designate Scott Bessent, “have had a track record of supporting cryptocurrencies,” Le said.
Among other major posts in his second administration, President-elect Trump has appointed venture capital investor David Sacks to be his AI and crypto “czar.”
Crypto industry’s role in political realignment
The crypto industry donated significant sums to the 2024 election cycle, contributions that were not limited to the GOP, but focused more broadly on lawmakers with an industry-friendly view of crypto regulation. It’s likely that will continue to influence political calculations. The pro-crypto and bipartisan super PAC Fairshake and its affiliates have already raised over $100 million for the 2026 midterm elections, including commitments from Coinbase and Silicon Valley venture fund Andreessen Horowitz, an early backer of Coinbase. Top Andreessen Horowitz executives have been tapped for roles in the Trump administration.
“We have the most pro-crypto Congress ever [in] history, we have an extraordinarily pro-crypto president coming into office,” Faryar Shirzad, chief policy officer at Coinbase, recently told CNBC.
“It is rare to see cryptocurrency proponents advocate for increased regulation in the space, regardless of reason,” said Jason Baker, senior threat intelligence consultant at GuidePoint Security.
Baker says the anonymity and independence of cryptocurrency are often cited as primary benefits that legislation would curtail, and cryptocurrency’s decentralized nature makes it hard to regulate in a traditional sense.
“Given current signaling from the incoming administration and the interests of cryptocurrency proponents influential to the administration, we do not anticipate significant advances in cryptocurrency regulation within the next four years,” Baker said.
If there isn’t much action on regulation, there are some obvious ramifications for cybersecurity, he said, driven by the correlation between a pro-crypto Washington, D.C., and bullish bets by investors on digital assets.
“Cybercrime is often driven by benefits from increasing cryptocurrency value. In ransomware, for example, ransoms are commonly demanded in USD, but payments are made most frequently in bitcoin. When the value of bitcoin increases, cybercriminals will benefit,” Baker said.
The value of bitcoin has risen significantly over the past three months in what has been a risk-on market environment.
“Future de-emphasis on cryptocurrency regulation may positively signal that cybercrime operations in bitcoin remain viable and unlikely to suffer government disruption to operators in the space,” Baker said.
Cybercriminals have also been changing tactics to evade legislation and scrutiny, Baker added, switching to more under-the-radar cryptocurrencies like Monero.
Ransomware’s potential role in Congressional action
Baker predicts regulation centered on organizations issuing cryptocurrency payments — whether in the form of a ransom payment or for other purposes — is more likely achievable and palatable in the current regulatory environment.
“This could include, for example, increased requirements for reporting ransom payments when made, a policy which has been floated without gaining substantial traction in recent years,” Baker said. This approach can be argued as regulating end users and purposes rather than the underlying cryptocurrency itself.
In addition to ransomware payments to restore access to technology systems, there are other reasons why payment in cryptocurrency is common in digital extortion schemes, including to protect the identity and operational security of the criminal. Private organizations may also opt to use crypto to purchase leaked data or credentials which have been made available on illicit forums.
There could also be situations where private individuals attempt to report and receive payment for discovered vulnerabilities under a “bug bounty” program — whether voluntary or coerced (so-called “beg bounty”). They may request payment in cryptocurrency out of personal preference or general desire for privacy, and private organizations may or may not oblige.
“While there are doubtless other options for organizations to use cryptocurrency in some form, these are the primary forms we see on a regular or more frequent basis,” Baker said. “Though such actions would almost certainly have downstream impacts on cryptocurrency value by virtue of their impact on transaction volume,” Baker added.
Steve McNew, global leader of blockchain and digital assets at FTI Consulting, thinks some cyber-crypto legislation may happen, especially governing when a company victimized by a ransomware pays their attackers in cryptocurrency.
“There’s more than just public policy at issue,” said McNew. If a company has been compromised in a cyberattack and is required to make public disclosure of the ransoms it paid out, it can result in the company becoming a bigger future target for other criminal enterprises, McNew said. While it might make sense, on one hand, to provide disclosure as to where funds are going and what cryptocurrencies were used in a payment, doing so can put the company (and by extension its customers, employees and partners) in harm’s way.
“So, any policy decisions around cryptocurrency disclosures in this context will require balancing the need for transparency around the use of cryptocurrency in criminal matters alongside the risks such transparency might exacerbate,” McNew says.
Though FIT21 passed the House with broad bipartisan support, it did not address these issues specifically.
Le expects some legislation action that may attempt to address this topic. “The next Congress could see more traction for proposed legislation like Cryptocurrency Cybersecurity Information Sharing Act of 2022, which allows companies to share information regarding cybersecurity threats with the federal government and with one another,” he said.
Le said Congress may also revisit the work of outgoing Financial Services Chair Patrick McHenry (R-North Carolina) and Rep. Brittany Pettersen (D-Colorado) and the Ransomware and Financial Stability Act of 2024, which aimed at “strengthening the resilience of the U.S. financial system against ransomware attacks, establishing clear protocols for ransom payments, and ensuring that such payments, including those involving cryptocurrencies, are made within a controlled and legally compliant framework.”
But he added that it is unclear if the Trump administration will continue the Biden administration’s leadership role in the International Counter Ransomware Initiative, a 68-country coalition aimed at preventing the payments of ransomware.
The broader bitcoin governance battle
McNew says that many basic parameters surrounding crypto, even down to its definition, could hamstring legislation, even aspects of it intended to foster innovation and adoption of the industry.
“U.S. lawmakers have work to do in determining roles, responsibilities, and basic parameters for how the industry will be governed before any meaningful legislation can take hold,” McNew said. As an example, establishing a designated authority for digital assets is an imperative that has yet to be addressed.
Basic governance structure was a major sticking point during the Biden administration, and a primary reason Securities and Exchange Commission Chair Gary Gensler was a thorn in the side of the crypto industry.
“Lawmakers must decide whether responsibility will fall under the SEC, the CFTC, or another body. Issues around taxation and broker-dealer definitions for digital assets markets will also need to be defined and provided with a set of clear rules for legislation to be effective,” McNew said, adding that given how closely divided the House will be in the next session, it may be tough to craft an agreement.
Technology
Ahead of looming ban, TikTok creators ask fans to find them on Instagram or YouTube
Published
1 day agoon
January 12, 2025By
admin
Jakub Porzycki | Nurphoto | Getty Images
Before Jack Nader started posting beauty videos on TikTok in 2023, he was working as a Starbucks barista in Chicago and living at home with his parents.
But after Nader, who’s now 21, started taking his videos seriously in April of that year, his TikTok account blew up. With more than half a million followers, he was able to generate enough income through brand sponsorships and his share of ad revenue that he quit his coffee shop gig and got his own apartment.
“This is my 9-to-5 job,” Nader, who said he makes between $1,000 and $12,000 per month as a creator, told CNBC. “This is what I do to make a living. This is how I pay for my groceries. This is how millions of small businesses make their money.”
Nader’s new reality, however, is far from stable. TikTok, which is owned by China’s ByteDance, is nearing a Jan. 19 deadline by which it has to be sold, or it faces a ban in the U.S. Like many other creators who have come to rely on TikTok, Nader has been urging his fans to find him on other social media apps before he potentially loses them altogether and the substantial income stream that they represent.
“Not everyone from my TikTok following is going to come over, and that’s really sad,” Nader said.
The TikTok risk has been present for years, but was amped up in April, after President Joe Biden signed a law that requires ByteDance to divest the short-form video app this month. If ByteDance fails to sell TikTok in time, Apple and Google will be forced by law to ensure their platforms no longer support the app in the U.S.
President-elect Donald Trump, who favored a TikTok ban during his first administration, has since flip-flopped on the matter. Late last month, he urged the Supreme Court to intervene and forcibly delay implementation of Biden’s ban to give him time to find a “political resolution.” His inauguration is Jan. 20.
Trump’s rhetoric on TikTok began to turn after he met in February with billionaire Jeff Yass, a Republican megadonor and a major investor in ByteDance who also owns a stake in the owner of Truth Social, Trump’s social media company.
The Supreme Court heard oral arguments from both sides on Jan. 10. During the more than two-hour session, justices peppered TikTok’s head lawyer with questions about the app’s ties to China and appeared generally unconvinced by TikTok’s main argument, that the law violates the free speech rights of its millions of individual users in the U.S.
On Thursday, businessman Frank McCourt’s internet advocacy group Project Liberty announced it had submitted a proposal to buy TikTok from ByteDance. Calling it, “The People’s Bid for TikTok,” the group said it would restructure the app to exist on an American-owned platform and prioritize users’ digital safety, though it didn’t disclose terms of its bid.
Jack Nader, 21 of Chicago, is a full-time TikTok creator who has begun moving his content from the Chinese-owned app onto Meta’s Instagram Reels and Alphabet’s YouTube Shorts.
Courtesy of Jack Nader
A ruling could come at an point. Nader isn’t waiting for a resolution to figure out what’s next.
He’s currently downloading four or five of his TikTok videos each day to save them as he migrates his content to Meta’s Instagram Reels and Alphabet’s YouTube Shorts. After downloading the videos, Nader re-edits them, optimizing the clips for each app.
“It took me over a year and a half to build the following that I have right now on TikTok to make it my full time job,” Nader said. “Now it’s kind of about rebuilding that entire brand on another platform, which is not ideal.”
Nader said he isn’t yet making any money from Reels or Shorts.
‘This isn’t just a silly app’
Danisha Carter, 27, is in a similar spot. A resident of Los Angeles, Carter has been a full-time creator since 2021, posting social commentary and lifestyle videos. Although she’d known about the TikTok ban for months, she said she had a wake-up call in the middle of the night in November.
“I need to start taking this seriously before I lose access to the platform that I built and the followers that I built,” Carter said, recalling her panicked realization. “I need to not waste any more time.”
Carter, who previously worked in luxury retail, has ended her TikTok videos by telling her followers that they can find her on YouTube, Instagram and Patreon.
“This isn’t just a silly app that people have been using to post dance videos,” said Carter, who makes about $4,000 per month on average from her TikTok activity. “It’s been remarkable in terms of changing people’s lives, changing people’s businesses.”
Danisha Carter, 27 of Los Angeles, is a full-time TikTok creator who has begun ending her videos by asking her fans to follow her on YouTube, Instagram and Patreon before the Jan. 19 law banning the Chinese-owned app takes effect.
Courtesy of Danisha Carter
TikTok could still find a way to stay operational in the U.S., but if the app does get suspended, YouTube, Facebook and Instagram are poised to be the biggest winners in the fallout, experts predict.
TikTok has about 115 million monthly active users in the U.S., well behind YouTube at 258 million and Facebook at 253 million, according to market intelligence firm Sensor Tower. Instagram has 131 million. Short videos, the kind that mimic clips on TikTok, are gaining viewership across those apps, accounting for about 41% of user time on Instagram, Sensor Tower data shows.
While TikTok has a smaller userbase in the U.S. and lower share of total ad dollars than its top rivals, it’s the dominant platform for creators, particularly those focused on short-form content.
Influencer marketing platform HyperAuditor defines a creator as a user with over 1,000 subscribers. TikTok has nearly 8.5 million people in the U.S. who fit that category, compared with about 5.2 million on Instagram and 1.1 million on YouTube, according to HyperAuditor.
Meanwhile, TikTok accounts for 9% of digital ad spend on social media platforms in the U.S., according to Sensor Tower, compared to 31% for Facebook, 25% for Instagram and 21% for YouTube.
Should TikTok go away, “this equates to billions of dollars potentially up in the air for competitors to seize,” Sensor Tower told CNBC in an email. Emarketer estimates that Meta and YouTube could grab about half of the reallocated dollars should a ban go into effect.
That type of market shift has taken place elsewhere. India banned TikTok in June 2020, when the app had about 150 million monthly users in the country. A year later, Instagram’s monthly active users in India had increased by 20% while YouTube’s had gone up 11% year-over-year, according to Sensor Tower estimates.
“That’s when we saw the biggest jump in Reels utilization ever,” said Meghana Dhar, a former Instagram executive who was at the company at the time of the India ban. “Should TikTok get banned and creators have to scramble, between YouTube Shorts and Instagram, a lot of creators are already hedging their bets.”
At Meta, leaders within Instagram scheduled numerous impromptu meetings on Friday after listening to the oral arguments before the Supreme Court, a person familiar with the matter told CNBC. Though many within the company had long expected TikTok would remain active in the U.S., leaders at Instagram began directing their teams to prepare for a potential influx of users should the ban go through, said the person, who asked not to be named due to confidentiality.
(L-R) Sarah Baus of Charleston, S.C., holds a sign that reads “Keep TikTok” as she and other content creators Sallye Miley of Jackson, Mississippi, and Callie Goodwin of Columbia, S.C., stand outside the U.S. Supreme Court Building as the court hears oral arguments on whether to overturn or delay a law that could lead to a ban of TikTok in the U.S., on January 10, 2025 in Washington, DC.
Andrew Harnik | Getty Images
Need to diversify
Kristina Nolan, vice president of media services at marketing agency DMi Partners, said the TikTok situation is the latest example of why social media creators should always be diversifying their followings.
“We’re consistently reminding them to create audience depth on other platforms,” said Nolan, whose agency works with more than 50,000 creators.
In recent weeks weeks, DMi has seen more of its creators start to migrate followers elsewhere in a variety of ways, Nolan said. But they have to be careful. Nolan said that some creators worry that TikTok will “shadow ban” them, or reduce their exposure to users, if the technology recognizes that they’re promoting profiles elsewhere.
Some creators will suggest followers find them on “fbook,” for example, rather than writing out Facebook. Others will bleep out just enough words to get the message to their followers while hoping to avoid TikTok’s detection, Nolan said. Some creators are teaming up with brands to incentivize users by holding prize giveaways for users who follow them on other apps, she added.
“They’re obviously not saying, ‘Come over to Instagram,'” Nolan said. “They’re like, ‘Go follow me on’ and they’re mouthing it.”
After working on a horse farm, Nealie Boschma, 27, was able to move to Los Angeles and live full-time as a creator after starting to post videos to TikTok in 2022.
Courtesy of Nealie Boschma
Even with multiple other options for finding large audiences, creators are worried about trying to rebuild their business and whether enough followers will migrate with them.
“Whatever is going to happen is going to happen, and we’re just going to make the most of it,” said Nealie Boschma, 27 of Los Angeles, who has been living as a full-time creator since 2022. “That’s just how I have to look at it, so I don’t panic.”
Despite the potential upheaval, Boschma, said she views the potential ban as an opportunity to expand her career and get more creative.
Boschma started making TikTok videos after quitting her job working on a horse farm, choosing to live off of her savings while experimenting as a creator. Boschma’s bet on herself worked and she’s earned enough to live in Los Angeles, paying for her own place and a car.
Now she’s making sure her TikTok fans see the links to her other profiles so they can find her on other apps, including YouTube. If the ban goes through, Boschma said she plans to make a video specifically asking her fans to follow her elsewhere.
It’s going to be quite a lift, as she currently has 2 million TikTok followers compared to just 278,000 on YouTube. But Boschma said she is going to try her hand at making longer-form videos, something she’s always wanted to explore.
“Whether TikTok goes away or not, I do think something will work out” Boschma said. “I’ll find my footing in other places, like I did on TikTok.”
WATCH: Supreme Court likely to uphold TikTok ban, says Christoff & Co. CEO Niki Christoff
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