Navigating the Post-U.S. Election Social Media Shift
Social media has long been a battleground for political discourse, and the 2024 U.S. presidential election cycle has only intensified this polarization. With Donald Trump’s reelection, we anticipate a marked shift online toward conservative ideologies, misinformation, and heightened volatility across major platforms. This shifting landscape could see a rise in alternative platforms that prioritize user autonomy and data privacy, further fracturing the digital ecosystem and complicating the media landscape for brands.
Trump's TikTok U-Turn
TikTok's future in the U.S. has shifted dramatically with Donald Trump's reelection, offering a surprising lifeline for the beloved platform. Despite previous attempts to ban TikTok over national security concerns, Trump’s victory may now serve as an unlikely safeguard for the app.
The TikTok ban, passed by Congress and signed by President Biden, will take effect on January 19th unless the app is sold to an American company. Meanwhile, TikTok and several independent creators have filed lawsuits, arguing constitutional rights violations, with a decision expected by December 6th. Even if upheld, the ban may not be enforced as President-elect Trump, who will be in office by then, has publicly opposed it. So why has Trump shifted gears? Beyond his ties to major shareholder Jeffrey Yass and the American-led board, Trump could view TikTok as a strategic asset in both domestic and international negotiations. His own substantial following on the platform also aligns his interests with its survival, marking TikTok not just as a point of leverage but as a tool for shaping influence and engagement in his administration.
"The Sun is Up, the Sky is Blue"
Following the recent U.S. Presidential election, as well as X’s controversial changes – including the unpopular update to its block feature and new AI privacy policies – Bluesky has seen a significant surge in users, largely in the UK and North America. With more than a million users joining the platform in the week following the U.S. election, this growth mirrors past spikes in activity driven by similar dissatisfaction with X’s shifting policies. Further, X-owner Elon Musk’s support for President-elect Trump including X’s promotion of pro-Trump viewpoints within its algorithmic feeds have led users to explore alternatives like Bluesky.
Unlike conventional platforms, Bluesky's decentralized structure allows communities to create and maintain independent servers, providing unique user experiences while remaining connected to the broader Bluesky network. This structure appeals to many seeking more autonomy and control over their data and online interactions.
As we anticipate a more fragmented social media landscape, brands must be more cautious in protecting their reputation and adapting their engagement strategies. Contact social@fgsglobal.com for more insights.
Reddit Experiences Rapid User Growth
State of Play: In its first year as a publicly traded firm, Reddit is doing very well for itself. Revenue is up 68%, share price is rising and user numbers are growing fast, with the platform adding 31.2 million new users in the space of a year (+47% growth). Much of this has been driven by an algorithm update in Google that has increased Reddit’s prominence in search results. It also coincides with the launch of a partnership between the two firms, though Google denies a link between the two events.
Regardless, Reddit's increased visibility has had interesting effects. Not least, local establishments mentioned on Reddit have suddenly been swamped by tourists after being highlighted in Google searches. In response, Londoners humorously promoted the Angus Steakhouse, often seen as a 'tourist trap,' as a hidden gem on Reddit, hoping Google directs tourists there instead.
Why it Matters: As the GameStop saga showed previously, and the Angus Steakhouse Saga shows now, Reddit is an increasingly important channel. It also remains one where corporates and brands have limited cut-through or acceptance – engagement is user-driven, user-moderated and anonymous, and, as the steakhouse example underscores, its userbase is very defensive about the impact of the platform.
Its growth cannot be ignored – for companies seeking to monitor their reputations online, there are a few important considerations:
Include it as standard as part of your social media monitoring, alongside X – conversations can often start early on Reddit before spilling over to other channels
Consider it as a channel for paid media – with increasing numbers of users active, many of your stakeholders will be as well, and the hyper-focused nature of many subreddit communities means you may well be able to target tightly
Approach direct engagement carefully – it’s unusual for brands to participate on Reddit organically, however a format like an AMA (ask me anything) may pay dividends
The Guardian Withdraws from X
State of Play: The Guardian has officially announced that it will no longer post content from its editorial accounts on X. The decision stems from concerns over the platform's “often disturbing content”, including far-right conspiracy theories and racism. The Guardian's decision was further solidified by the platform's coverage of the US presidential election, which highlighted the influence of X's owner, Elon Musk, in shaping political discourse.
Despite the withdrawal, X users can still share Guardian articles, and the platform will be used for embedding content in live news reporting. Reporters will also continue using X for newsgathering, ensuring that the Guardian remains connected to real-time information flows.
Why it Matters: The Guardian's withdrawal from X underscores a broader trend among reputable organizations reevaluating their engagement with social media platforms that fail to uphold content standards. With over 80 accounts and approximately 27 million followers on X, the Guardian's exit marks a significant shift in its digital strategy.
This move reflects growing discomfort with the platform's content moderation policies and the impact of its algorithms on public discourse. As more organizations like NPR and the Berlin film festival follow suit, it raises important questions about the future of social media as a tool for news dissemination and engagement.
State of Play: The Australian government has announced planned legislation that would ban children under the age of 16 from using social media, aiming to reduce the harm of social media on young Australians. Prime Minister Anthony Albanese emphasized that the proposed laws, set to be tabled next week, will place the onus on platforms to ensure compliance, with enforcement overseen by the eSafety Commissioner. This follows similar discussions in the UK, where proposals for stricter age restrictions have brought the issue into focus.
Globally, concerns about social media's impact on youth and security have prompted action. Following the recent five-week ban of X imposed by Brazil’s Supreme Court, Brazil's Collective Defense Institute has filed lawsuits against TikTok, Kwai, and Meta Platforms, with fines of 3 billion reais ($525.27 million) for failing to restrict minor usage.
Meanwhile, Canada has ordered the shutdown of ByteDance's operations, targeting TikTok Canada offices over national security concerns – though the app remains available for download. While TikTok plans to appeal the decision, citing impacts on local jobs and the platform's community, the decision follows years of scrutiny over how TikTok handles user data with critics arguing that its practices remain opaque and problematic.
As various crackdowns close in on social media platforms, let’s look at the last year of bans:
Why it Matters: Social networks are facing tremendous challenges on different fronts. Australia's proposed ban, ongoing conversations about similar approaches in the UK and the legal case in Brazil highlight the increasing scrutiny that platforms are facing with regard to their impact on youth. The outcome of the Brazil in particular may serve to set a precedent and jumpstart other jurisdictions into action.
Meanwhile, TikTok's challenges in Canada underscore a global trend of scrutiny and regulatory actions, including ongoing legal battles in the U.S. over national security concerns. And as the above timeline highlights, they are not alone as many countries have taken action against social platforms in the name of national security.
For the social giants, these mean more headaches as they try to maintain their license to operate, but for comms this may potential mean facing an ever more fragmented social media landscape.
