As TikTok faces potential US ban, major social platforms are rapidly launching TikTok-style features to capture market share.

Instagram has unveiled "Edits," a video-editing app similar to TikTok's CapCut. The new platform allows users to edit videos for posting across any social media platform, not exclusively Instagram. The app is currently available for pre-order on iOS, with Android release scheduled for February.

"We think it's our job to make the most compelling creative tools for those of you who create videos," stated Adam Mosseri, Instagram's head, addressing the timing of the release.

X (formerly Twitter) has introduced a dedicated video tab, enabling users to easily access and scroll through short-form video content in a TikTok-like format. The feature streamlines video discovery and consumption on the platform.

Meanwhile, Bluesky is developing "Flashes," a photo-sharing application through an independent developer, aiming to attract users seeking alternatives to mainstream social platforms.

Interestingly, many "TikTok refugees" are migrating to Rednote, another Chinese-owned platform, suggesting users prioritize feature preferences over ownership concerns when choosing social media alternatives.

This rapid feature deployment by major platforms highlights the significant market opportunity created by TikTok's uncertain future in the US, as companies race to capture potentially displaced users.

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