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By now you’ve probably heard about the recent bill passed by the House of Representatives that could potentially impose a ban on the social media platform TikTok in the United States.
Such news has left TikTok’s 170 million American users in a state of uncertainty as they grapple with the possibility of losing access to their home platform and the vibrant community it fosters.
Additionally, it has raised significant concerns among creators, small businesses, brands, and entrepreneurs who have successfully monetized their presence on the platform, some of whom depend on it as their primary source of income.
I’m right in the mix as one of those creatorentrepreneurs that I have cultivated an amazing online community and used the platform as a springboard to build and grow my business. Thanks to TikTok, I’ve been able to take bold steps in my career and explore new income streams that I never imagined possible.
The thought of this possibility being taken away from me and my fellow creators and small business owners whose livelihoods depend on the platform is unnerving, but alas, it’s a reality we may have to prepare for.
Related: TikTok CEO Testifies at House Hearing: We’re Building a ‘Firewall’ Around US Data
It’s tempting to rush to alternative platforms like YouTube Shorts, Instagram Reels and Snapchat, but before you rush to make the switch, it’s crucial to pause and strategize carefully. Here are some practical tips for creators, small businesses, and marketing teams to consider while waiting for further updates:
Creators
Creators should shift their focus from short-term platform growth to long-term brand development.
- You are the brand: Instead of solely prioritizing the next social platform for growth, think about your next step as a brand. Many celebrities and mega-influencers venture into creating their own brands and products because they recognize that social buzz can be fleeting and seek to establish a lasting legacy beyond their image.
- Create long-term partnerships: Communicate with trusted brand partners and discuss long-term cross-platform packages. Make sure that brand partners can still effectively reach their target audience through your content.
- Monetize your knowledge: To provide additional value beyond traditional platform-specific campaigns, consider offering value-added services such as content creation workshops, influencer marketing consultancy, or social media strategy sessions.
- Teaming up to grow: Consider collaborating with other creators to increase each other’s reach on alternative platforms. By leveraging each other’s audiences and expertise, you can expand your presence and navigate uncertain times more effectively.
Related: I Made Over $250,000 in One Year as a Content Creator—Here’s Why I’ll Never Rely on It as My Primary Income
Owners
It’s time to evaluate your current database and leverage existing customer data to inform your next steps.
- Identify your superfans: Take a moment to recognize and prioritize the high-value customers who contribute the most to your revenue and brand loyalty. Show appreciation for their loyalty with exclusive benefits, personalized experiences or special offers.
- Re-engage dormant customers: Identify inactive or dormant customers in your database and develop targeted reengagement campaigns.
- Implement referral programs: Incentivize existing customers to refer friends and family through referral programs.
Marketing teams
Don’t just throw spaghetti at the wall on a new platform.
- Migrate strategically: Conduct comprehensive research to understand where your target audience is active online and how their behavior may change in response to platform changes.
- Creative adaptation: Customize creative assets and messages to resonate with audiences across different platforms. Adapt storytelling techniques and engagement tactics to align with the unique characteristics of each platform.
- Digital optimization: Optimize your online presence, including websites, bios, and social media profiles, to ensure consistency and accessibility. Make it easier for consumers to find relevant information and engage with your brand.
Related: TikTok’s growth rate has plummeted. “Life” could be an obstacle for its younger users.
General recommendations for everyone
- Content backup: Ensure the security of your digital assets by downloading all of your content, including user-generated content related to your brand.
- Social sentiment analysis: Your comments section contains valuable information from your audience. Analyze feedback and adapt your strategies accordingly to optimize growth and sustainability.
- Be vulnerable: It’s natural to feel uneasy about such a massive change in the industry. Don’t hesitate to share your journey and your emotions with your audience.
- Don’t get dark: Maintain an active presence on social media. Constantly share updates, engage with your audience, and show them where to find you next.
As we await further developments regarding the ban or sale of TikTok, it is essential to stay innovative and connected. As a creator, my heart hurts, but as a viral marketer, I understand that this is not the time to panic. Instead, it’s an opportunity to proactively adapt and recognize the value of truly to possess your audience.