By Tim Peterson * April 15, 2025 *
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Despite her threat of losing 10 million+ TikTok fans, McKay receives 250 millions views per month on Snapchat. She has recently been gaining 50 million monthly views via Instagram
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Alyssa McCKay, who has more than 10,000,000 followers on TikTok would seem to have a lot to lose if ByteDance’s platform is banned in the U.S. She’s not worried – and it’s not just because the threat to divest or die keeps getting delayed.
10 million is a large number. What’s even bigger? 250 million, let alone 1 billion. McKay receives between 250 million and 1 billion views on Snapchat every month. When a brand wants to reach her audience via TikTok she will redirect them to the short-form video platform that was previously dominant.
McKay stated on the Digiday Podcast that “when a brand asks me to do a TikTok I would prefer to do a Snapchat, where I have 2 million followers and I think they’re going get a million-fold more exposure.”
McKay’s not all-in with Snapchat. Instagram is a platform she believes will benefit if TikTok is banned. She’s also benefited from Meta’s platform trying to usurp TikTok in the U.S. “It’s amazing; if TikTok went away, this would be my next favorite thing,” said McKay. And for good reason.
McKay said, “I get about 50 million views per month on my Instagram, and 98% of them are from non-followers. This is incredible because it has a huge reach.” Here are some highlights from the conversation. They have been edited to make it more concise and clear.
The latest ban extension news.
Since I was desensitized about whether TikTok would be banned, I haven’t really cared. My team sent me a message when they found out about the ban extension. They said, “Hey another 75 days.” It doesn’t seem like it will go away. I feel a little less scared of losing it.
The real TikTok Loss
Where would you film your content if TikTok disappeared? Because most people shoot in TikTok, edit within TikTok, or use CapCut which is also owned ByteDance. CapCut was what I used earlier today. I use it to send in my auditions and for everything else.
Instagram’s CapCut-clone Edits.
It’s in beta. It’s similar. It doesn’t have all the features but it is an alternative.
Meta’s creator monetization programme
You have to be personally invited as a creator to certain bonus things, when they run bonus programs. Right now, I’m part of a bonus that requires me to post 20 Instagram Reels on Facebook and 10 Facebook Reels natively.
https://digiday.com/?p=575186
