How U.K.-based creators took advantage of the U.S. TikTok outage

As U.S. creators looked to diversify their online presences following the Jan. 19 TikTok outage, creators in the United Kingdom increased their posting activity in a bid to fill the potential void.

In the week following the United States’ Jan. 19 TikTok outage — the seven days between Jan. 19 and Jan. 25 — video creators in the U.K. posted 15 percent more content than they did during the seven days leading up to the ban, according to figures shared with Digiday by influencer marketing agency Billion Dollar Boy. This data was the result of a report created by the agency on Jan. 31, which analyzed the activity of over 10,000 creators across the U.S. and U.K. following the outage.

Billion Dollar Boy’s report also found that TikTok creators in the U.S. had decreased their posting activity by 3 percent in the week after Jan. 19, creating a potential content void that some U.K. creators rushed to fill. During the same period, U.S. creators’ posting activity increased by 16 percent on Instagram Reels and by 14 percent on YouTube Shorts.

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