Music has played a significant role in TikTok’s growth, leading music publishers to view the platform as a vital means of connecting with audiences. Some have even altered their artists' song titles to better fit TikTok trends.

However, if TikTok exits the U.S. market next year, as suggested by the ongoing sell-off legislation, music publishers will need to redirect their efforts, and fans will have to seek alternative platforms to keep up with the latest music trends.

In this scenario, Instagram aims to fill that gap.

Recently, Instagram has introduced several new music-focused features, including the “Add Yours Music” stickers, music in Notes, lyrics display in Reels, and most recently, the addition of songs to user profiles.

Instagram is currently testing a new integration with Spotify that would allow users to continuously showcase the track they’re listening to via their IG Notes feature. This would serve as a way to promote music by highlighting what your friends are currently enjoying.

Users will have the option to disable this sharing feature if they prefer to keep their listening habits private, such as if they mainly listen to Billy Joel classics or Chipmunks remixes. However, if you choose to participate, you could easily share your current music interests in your inbox Notes bubble.

While this isn’t a groundbreaking feature that will drastically change how you use the app, it is a noteworthy addition that enhances the music options on Instagram as it aims to position itself as the primary platform for music discussions, potentially taking over from TikTok.

In this context, Instagram appears to be the most logical alternative. Although Snapchat is also popular with younger audiences, it doesn’t facilitate public sharing in the same way that TikTok and Instagram do. Therefore, if TikTok does leave the U.S. market, Instagram and its parent company, Meta, could become the primary beneficiaries.

So, is TikTok actually going to exit the U.S. market?

At this point, it seems likely that TikTok will have to exit the U.S. market, with the sell-off bill expected to take effect early next year. TikTok is currently challenging the legislation, while presidential candidate Donald Trump has expressed his opposition to the sell-off initiative, despite having originally proposed it back in 2020.

If Trump is elected, he might have the power to repeal the bill. However, the current outlook favors TikTok being forced out if it doesn’t sell to a U.S. company. Chinese authorities have maintained their position against a sale, which could pave the way for Instagram to become the new hub for music discovery.

If that happens, all the recent music-related features could significantly enhance the platform's value.