Social Media Platform Hopping

By Ewan Rowden, Live Content Strategist

Right, hands up who signed up to a new social media platform in the past two weeks because of the TikTok USA shutdown? Now keep those hands up if you’ve posted more than once or opened the new app more than twice. Thought so… hands are starting to drop.

I joined the platform hopping bandwagon, initially because I left one of my US registered TikTok accounts logged in as an experiment, and I was locked out of all my accounts until I reinstalled it. I could have dug out some old phone buried in a drawer, crammed with every ‘next big thing’ app I’ve ever downloaded, but instead I thought I’d sign up to new accounts to get a fresh algorithm.

#TikTokRefugees and the next exodus

I used to collect apps out of professional interest, looking for new functionality and opportunities, but this time I was definitely looking out of curiosity. I’ve found watching waves of TikTok creators leaving for new platforms fascinating and started wondering about the longevity of social media strategies and accounts built purely for what’s generally known as the “big five” platforms – or six if you include LinkedIn. 

• Facebook

• Instagram

• X (formerly Twitter) 

• TikTok

• YouTube

In this age of weaponised global politics and the reactive nature of online communities, it feels like one bad PR Day could send us all running for the hills and straight onto the next shiny platform. If that happens, we’d better have a solid Plan B- and even Plan C, D, and E just to be safe.

New social platform – new content?

So far, my little platform hopping experiment has been a bit like wandering through a digital ghost town. I’ve found dusty old posts, recycled content, and the obligatory ‘hey, welcome to my new community!’.

It’s all a bit disorientating, especially when you’re trying to get to grips with a new app, with its own quirks and language style. At times, it just made me hope that everything would return to normal – well, whatever we’re calling ‘normal’ these days. 

Since TikTok cracked the code, others have been trying to catch up, so it’s no wonder all the big platforms are starting to blur together. While Instagram, YouTube, and even new platforms scramble to replicate TikTok’s format of short-form, highly engaging, algorithmically tailored content, the original remains several steps ahead. It’s not just about trends or features but a cultural shift that TikTok has mastered: creating a platform where creators thrive, communities grow, and engagement feels effortless to the user. 

So, what do these little moments of upheaval actually mean? Well, when the big names leave a platform or shift focus, there’s often space for new faces to rise and claim the niche. I noticed a few premature ‘dancing on graves’ comments, but to be fair, fresh competition can be a good thing.

If creators and brands jump on a new platform early, they might find a smaller but more passionate audience – and sometimes that’s where the magic really happens. Most of the content I saw during my platform hopping jaunt had the distinct vibe of ‘just in case my beloved TikTok doesn’t get saved’. It is always a possibility that a platform disappears. But at the moment, hopping between platforms just feels like it’s watering down the quality and strategy everyone has worked so hard to develop, just to keep up with the trend of the week.

Step outside of your usual algorithm

I have to admit I did appreciate the nudge to step outside of my usual algorithm. While most of my new vista of content was novelty rather than anything with strategic promise, I’ve definitely stumbled across a few gems that I’ll be adding to my daily scroll for a bit of inspiration.

So who knows, maybe platform hopping will become the new norm. For now it seems, the ‘next big thing’ isn’t a new app at all, it’s the platforms we’re all already on.