Instagram, Facebook. Which rivals would benefit if TikTok is banned?

Adult U.S. TikTok users spend an average of 54 minutes on the app on any given day, more than Instagram, Snapchat or YouTube, according to research firm eMarketer. If TikTok were to disappear, those platforms — along with younger, smaller emerging rivals — would be scrambling for those valuable minutes of people’s attention.

But with an actual ban still likely years away, it’s not clear what app will be its biggest beneficiary. Meta, which owns Facebook and Instagram, may see more advertisers amid uncertainty for its biggest rival, according to analysts who follow the company. Creators, dealing with uncertainty themselves are also expanding to other platforms if they weren’t already. But users, especially the younger ones who are TikTok’s bread and butter, are less predictable. Will they embrace Instagram, a possibly uncool mom favorite? Or could a newer app like Triller rise to viral fame?