Although the US ban on TikTok lasted only 13 hours and was thrown a 75-day lifeline shortly after, this is a lesson to remember when developing your content marketing strategy: Don’t put all your eggs in one basket. Relying heavily on one platform is bound to backfire. Whether it’s a total ban on a platform or a change to the algorithm, social media is volatile, and it’s important to have measures in place so you don’t lose your entire online community.
The Danger of Platform Reliance
In the days leading up to January 18th, businesses and creators found themselves scrambling to maintain the audiences they built on the platform, urging users to follow them on other social media channels. Although TikTok was up and running less than 24 hours later, it’s a good reminder that you have no control over what happens online.
Owned vs. Rented Media: Why You Need a Platform You Control
One of the biggest lessons from the TikTok ban is the difference between rented media and owned media—and why businesses should prioritize platforms they control.
- Rented media refers to platforms like TikTok, Instagram, Facebook, and LinkedIn. While these are great for reaching new audiences, you don’t own your presence there. Algorithm changes, policy shifts, or government regulations can limit or completely erase your ability to connect with your audience overnight.
- Owned media includes your website, blog, and email list—platforms where you have full control over your content and audience engagement. No social media ban or algorithm change can take away your email subscribers or blog content.
Relying too heavily on social media alone puts your brand at risk. If you lost access to your primary platform today, would you have a way to continue reaching your audience? This is why it’s essential to drive social media followers toward owned channels, such as:
- Encouraging followers to subscribe to your email list
- Optimizing blog content for SEO to increase organic website traffic
- Using social media as a tool to direct users to your website
Social platforms are valuable marketing tools, but they should never be your only strategy. By building a strong foundation with owned media, you create a marketing ecosystem that remains resilient—no matter what happens to your preferred social platform.
Diversify Your Social Media Presence
While you shouldn’t be on every social media platform, you also shouldn’t rely solely on one alone. While TikTok is a valuable marketing tool for businesses and creators, it’s essential to spread your social media efforts across multiple platforms like Instagram, Facebook, LinkedIn, YouTube, etc. Each platform offers unique advantages and demographics, enabling you to reach a broader audience and reduce your risk of losing everything you’ve built if you only use one platform.
Use Your Content in Multiple Ways
If you are putting effort into developing content for your business, whether for your website, social media, newsletters, etc., you should use your content in multiple ways to get the most out of it. A blog post for your website can also be shared on social media and in a monthly newsletter. If you’re filming a longer video to post to YouTube, consider taking clips of that and turning them into Reels, YouTube Shorts, or TikToks. Getting creative with how you use and rework your content will help you get more out of your effort and reach more people.
Take a moment to assess your content strategy—if you lost access to your main social platform today, how would your audience find you? Now’s the time to diversify and future-proof your marketing efforts. We are here to take the guesswork out of a diversified content marketing strategy - reach out today to get started.