The ongoing discussion over TikTok’s future in the U.S. has made its impact felt not only on the social media platform’s users but also on businesses that utilize it for marketing and advertising purposes. While the final outcome of the situation remains uncertain, there are lessons that businesses can learn from this potential ban about the importance of diversifying social media strategy services and future-proofing their online presence.
A Little Background
TikTok has skyrocketed in popularity since its launch in 2017, particularly among younger (Gen Z and millennial) demographics. It has become a major player in the social media landscape, with over 1 billion active users worldwide and a highly engaged user base. In the US alone, it boasts around 170 million monthly active users.
In 2020, TikTok faced increasing scrutiny from the U.S. government due to concerns over data privacy and national security. This led to an executive order in August of that year, giving TikTok’s parent company, ByteDance, 45 days to divest its U.S. operations or face a ban in the country.
Fast forward to January 19, 2025; it’s lights out for the video-sharing app as it disappeared from app stores and users who had it downloaded on their devices couldn’t access it anymore. Just hours later, though, TikTok was back up and running, informing users of President Trump’s 75-day court stay. This gives ByteDance more time to reach a deal to sell its U.S. operations to an American company.
The Risks of Over-Reliance on a Single Platform
Businesses that focus too much on one social media platform risk losing access to their audience if that platform becomes unavailable. If TikTok were to be banned, businesses that invested heavily in its content strategy would suddenly lose a key marketing channel. Fairly speaking, the same risk applies to other platforms, as changes in regulations, policies, or any other unforeseen circumstances can affect their operations. Any social media expert would agree that having multiple channels provides a way for a business to continue to engage with its potential customers even if one platform becomes less effective.
The Importance of a Multi-Platform Approach
A well-balanced social media growth strategy allows businesses to reach a broader audience. Each platform caters to unique demographics and user preferences. For instance, Instagram is visual-focused and takes a more curated approach, LinkedIn is ideal for B2B networking, and Twitter is great for real-time updates and conversations. Leveraging different platforms ensures your brand stays visible to various audience segments. Additionally, a multi-platform presence enables businesses to experiment with different content formats, such as short videos, long-form posts, or live streams, to see what resonates most with their customers.
Investing in Owned Digital Assets
While social media platforms are valuable marketing tools, businesses should also invest in digital assets they fully control. A website, an email list, a blog, or even a mobile app provides long-term stability that social media alone cannot guarantee. Social media trends change almost as fast as the weather, and businesses need to have a solid foundation that they can rely on regardless of external factors.
Building Lasting Connections Through Strategic Digital Efforts
Adapting and staying ahead of the curve is the way to survive and thrive in today’s digital landscape. So, businesses must keep an open mind and be ready to embrace new platforms and tactics to effectively engage with their audience and achieve long-term success. Real Time Marketing is a team of seasoned specialists providing not just social media management services for small businesses but also web development and other digital marketing solutions. We explore and implement the latest trends in SEO, PPC, Google LSA, and web design to help our clients achieve their goals.
Reach out to us today to learn more.
