Instagram and Twitch Boost Short-Form Video as TikTok Faces U.S. Ban

Instagram and Twitch have introduced new features to promote short-form video content and creator discovery, as TikTok confronts a nationwide ban in the United States. President Joe Biden signed legislation in 2024 that would force TikTok's Chinese parent company ByteDance to divest the app within a year, citing national security concerns.

Twitch launched a new 'Discovery Feed' that offers a TikTok-like vertical feed of bite-sized clips and live streams, aimed at helping new streamers gain visibility and audience. The feed will show personalized content and ads, with Twitch Turbo subscribers able to avoid the ads. The Clips section will also allow users to interact with content and follow streamers directly.

Instagram has also made changes to its algorithm to amplify smaller creators through recommendations, giving every creator a chance to go viral. The platform is replacing reposted content with the original version in recommendations and cracking down on content aggregators that repeatedly repost without adding significant value.

Why this matters: The potential ban of TikTok in the U.S. could leave a significant void in the short-form video market, which competitors like Instagram and Twitch are already vying to fill. The developments also highlight the growing scrutiny of Chinese-owned tech companies by the U.S. government over data privacy and national security concerns.

The U.S. House of Representatives passed the TikTok ban legislation as part of a major foreign aid package for Ukraine, Israel, and Taiwan. TikTok has rejected reports of exploring scenarios to sell a majority stake in its U.S. operations and plans to challenge the constitutionality of the measure in court. As the January 19, 2025 deadline approaches for ByteDance to divest TikTok's U.S. assets, the future of the popular short video app in the United States remains uncertain.

Key Takeaways

• Instagram and Twitch introduce new features to promote short-form video content.
• U.S. President Biden signed legislation in 2024 to force TikTok's Chinese parent company to divest the app.
• Twitch launched a 'Discovery Feed' to help new streamers gain visibility and audience.
• Instagram is prioritizing smaller creators through algorithm changes and cracking down on content aggregators.
• The potential TikTok ban in the U.S. leaves a void in the short-form video market, which competitors are vying to fill.