That’s the reality many US-based content creators and businesses are facing right now following the recent TikTok ban. It’s a wake-up call, and it’s time to rethink how we approach digital marketing.
While social media platforms can feel like a goldmine for visibility and engagement, the harsh truth is that you don’t own your audience there. Algorithms change, accounts get suspended, and in the case of TikTok, entire platforms can be taken away overnight. If your business relies solely on these platforms to thrive, you’re walking a very thin line.
So, what’s the solution? Diversification. And at the heart of this strategy lies something far more reliable: your website.
Your Website: The Core of Your Online Presence
Think of your website as your digital home—a space where you make the rules. Unlike social media platforms, your website is completely under your control. Whether it’s showcasing your products, sharing blog posts, or hosting an online store, your website acts as a central hub that connects all your digital marketing efforts.
More importantly, your website is accessible 24/7 and isn’t subject to sudden bans or algorithm tweaks. It’s a long-term investment in your brand that can withstand the unpredictability of the digital landscape.
Email Databases: Your Safety Net
Here’s another invaluable asset: your email database. Email marketing remains one of the most effective ways to reach your audience. According to HubSpot, email generates an average ROI of $42 for every $1 spent—an impressive statistic that speaks for itself.
Unlike followers on social media, email subscribers are yours to keep. You can directly communicate with them whenever you want, without worrying about algorithms limiting your reach. Building and maintaining an email list ensures you always have a direct line to your audience, even if social media falters.
Social Media: The Supplement, Not the Core
Let’s be clear: social media still plays an important role in marketing. It’s an excellent tool for reaching new audiences, building brand awareness, and driving traffic. But it should act as a supplement, not the foundation of your strategy.
This isn’t just about TikTok. Platforms like Meta’s Facebook and Instagram are also subject to sudden changes. Algorithms on these platforms often prioritise paid content over organic posts, making it increasingly difficult to reach your audience without a significant ad spend. And let’s not forget the instances where accounts get hacked, disabled, or shadowbanned, causing businesses to lose access to their followers.
Use social media to direct people to your website. For example, if you’re sharing a TikTok, Instagram Reel, or Facebook post, include a call-to-action that encourages viewers to visit your website for more information. This approach ensures you’re continuously funnelling your social media audience into your own ecosystem.
The TikTok Ban: A Lesson in Preparedness
The TikTok ban serves as a stark reminder that relying too heavily on third-party platforms is risky business. It’s a call to action for businesses everywhere to take a step back and evaluate their digital marketing strategies.
Ask yourself:
- Do I have a professional website that serves as my online hub?
- Am I actively growing and engaging with an email database?
- Is my social media strategy focused on driving traffic to my own platforms?
If the answer to any of these is “no,” it’s time to make some changes.
Final Thoughts
The digital world is ever-changing, but one thing remains constant: the importance of owning your audience. By focusing on your website and email marketing, you can build a sustainable, resilient strategy that doesn’t crumble with the next social media shake-up.
So, if you haven’t already, take the time to invest in your website and start building that email list. Social media is a fantastic tool, but your business deserves more than just borrowed space. Own your audience, own your future.
