The Scoop: TikTok ban could take beloved editing tool with it

The world of short-form video could change forever – and not because TikTok faces a ban.

ByteDance, the Chinese-owned parent company of TikTok, also owns editing app CapCut. The Washington Post reports that the sell-or-be-banned law that TikTok faces will also impact CapCut. Results of that ban could have a huge impact on Instagram Reels, YouTube Shorts and other short-form video platforms.

According to the Post’s reporting, a CapCut ban “could lead to the collapse of the entire short form video ecosystem.”

CapCut is intuitive, easy-to-use and contains a suite of tools so popular that the style of CapCut videos has become favored over those produced with other platform’s native tools. One creator went as far as to call Instagram-produced videos as “cheugy.” CapCut lowers the barrier to entry for short-form video to nearly zero. New creators may struggle with more cumbersome video tools – and some may opt out altogether.

Why it matters: Short-form video may change entirely because of the access not to TikTok, but to the popular editing app.

If TikTok is banned – and remember, that’s still a big if that depends on what’s certain to be lengthy and complex litigation – other short-form video platforms are likely to see a boom, as happened after India banned the clock app. Shorts and Reels are widely expected to be the primary beneficiary of the ban.

But that calculus could quickly change if CapCut disappears too. Another competitor could offer their own tool – or we could see a broader shift away from short-form video and into … something else.

Again, this is hypotheticals stacked on top of hypotheticals. But the potential demise of CapCut in the U.S. is, arguably, a bigger gamechanger than the disappearance of TikTok.

As we’ve said all along: don’t panic but do plan. What’s your Plan B if CapCut poofs?

Editor’s Top Reads:

• For now, TikTok is still around and still creating surprising viral darlings overnight. Walgreens recently found itself the unlikely beneficiary of a burst of interest in its Nice! mango gummy candies. The gag is that the treats come with an exterior that can be peeled away to reveal another candy inside. Both parts are edible. A video simply demonstrating the candy received nearly 9 million views, CNN reported, and now Walgreens is struggling to keep the treat in stock. Walgreens said the boom was entirely organic and not the result of a paid partnership. Its smart product positioning created an interactive experience that got people buzzing naturally. Its success is a reminder to keep up with your media monitoring to catch organic trends involving your brand early so you can pivot and adjust strategy – and help your organization keep popular items on shelves.
• How Americans get their news is a strong indicator of who they favor in this year’s presidential election, according to new data from an NBC News poll. Those who get their news primarily from newspapers, for instance, favor Joe Biden over Donald Trump by a massive 70 to 21 points. But among those who don’t follow political news at all, 53% are likely to lean Trump, compared to just 27 who are pro-Biden. For PR pros, this is a reminder that identity and opinion are massively shaped by the media audiences follow (or don’t follow). Even if your brand is politically agnostic, this is yet another demographic data point you can take into account to ensure you’re reaching the best media outlets for your audience.
• Finally, the AP reported on the rising tide of employee volunteerism in the workplace. Company-led initiatives not only help build a sense of purpose, reduce turnover and increase employee satisfaction, they can also act as an important PR tool in the local community and demonstrate commitments to where employees live and work. Giving back is always a good look externally – and can boost your employee morale. If you haven’t yet implemented a volunteer program at your organization, you may be able to make a sound business case for it.

Allison Carter is editor-in-chief of PR Daily. Follow her on Twitter or LinkedIn.