TiKTok is in deep trouble, and its competitors are spending money to recruit people

Reporter | Edited by Zhou Yixue | The fate of TikTok is still in the air, and emerging competitors are trying to take the opportunity to grow rapidly.
In the Indian market, after TikTok was banned, the local competitor Roposo obtained 22 million new registered users within 48 hours.
One of Tiktok's competitors in the United States, Triller, headquartered in Los Angeles, said last week that its user downloads had increased more than 20 times in the recent week, and the global downloads had exceeded 250 million.
Triller also cited data from the analysis company Sensor Tower, saying that its application has ranked first in the app stores in 50 countries, including the United States and the United Kingdom, this week.
"It's all done with $0 in marketing spending," said Mike Lu, CEO of Triller.
Not only that, short video applications such as Triller have also started to poach people from the TikTok platform.
This company is providing financial incentives or equity to the most famous celebrities on the TikTok platform.
Just last week, Josh Richards, a famous person with 2 million fans on TikTok, announced that he would withdraw from TikTok platform and become the chief strategic officer of Triller.
In addition, Triller also reached talent agreements with some top celebrities, such as the TikTok stars Griffin Johnson and Noah Beck.
Because of the uncertainty of TikTok's fate, many of TikTok's online celebrities are worried about the future of the platform, which gives these new competitors an opportunity to take advantage of.
Powerful technology giants are also rapidly attacking in this field.
On August 5, Facebook officially launched Instagram Reels, a short video application imitating TikTok, in more than 50 countries and regions, including the United States, Japan and Australia.
It is also reported that Google's YouTube is also developing a similar platform, temporarily called Shorts.
According to the source quoted by the Wall Street Journal, Reels has offered a generous bonus to attract the creators on TikTok to transfer to the platform, and the potential compensation of some people will reach hundreds of thousands of dollars.
Before Reels, Lasso, another application launched by Facebook that tried to compete with TikTok, had failed and was completely offline in July this year.
Analysts believe that Reels will be crucial to Facebook.
In order to retain the creators of the platform, last month, TikTok announced the launch of a $200 million creator fund, which will be expanded to $2 billion globally in the next three years to encourage the platform's online celebrities to create high-quality content.
Chris Emme, the chief revenue officer of the startup platform Tsu, which pays advertising revenue commissions to all content creators, said that the talent targeting competition "is accelerating rapidly at present".
"These large social media platforms, like before