Clapper, Loops, Flip, Fable, Triller... Zigazoo? Not quite household names (yet!), but these are just some of the growing list of alternative apps potentially poised to pick up where TikTok left off if the app truly goes dark and users, creators, and marketers are at a loss for where to turn.

Less facetiously, of course, a more familiar roster of existing Big Tech players are awaiting the outcome with hundreds of millions of monetizable eyeballs at stake.

Reels, Spotlight, and Shorts: Arguably the most feature-aligned short form video app, Instagram Reels has been releasing TikTok-threatening features for nearly a year as it seeks to win back a social-hungry Gen Z user base. YouTube Shorts wins with the platform-loyalist crowd jumping between long and short-form content, but is less likely to win as a standalone entity. Snapchat Spotlight skews younger, more lighthearted, and less attractive to businesses, but benefits from name brand and massive user base.

Open source: For the privacy and data-conscious, X-competitor Bluesky is an attractive alternative – particularly when the app is gaining steam and mainstream attention from those looking to challenge Elon Musk's rise into social. The app isn't open to advertisers quite yet, but the CEO hasn't ruled it out.

Diverse acquirers: On the acquisition front, interest has come from social stars like MrBeast and realty/business names like Shark Tank's Kevin O'Leary. Meanwhile Trump has signaled support for either Elon Musk or Larry Ellison to make a play. Likely the most interesting suitor is Google-competitor Perplexity AI. The search platform submitted a bid to merge with TikTok and form a new entity with a goal of enhancing its video capabilities, joining other recent marketing-centric features like Perplexity shopping.

What we're tracking: The TikTok saga is still playing out in near-realtime. The Supreme Court order against TikTok still stands, and it's only Trump's first week back in office. We'll continue to track the winners and losers of the battle as the story develops.