On Sunday, January 19th, 2025, over 170 million Americans found themselves locked out of their TikTok accounts, following a controversial decision by the Supreme Court. This event marked a significant moment in the evolving landscape of social media, with TikTok emerging as a powerful competitor to longstanding giants like Instagram and YouTube. As millions of users—including content creators, influencers, and small business owners—were left scrambling to adapt, several key lessons surfaced that can guide us in the unpredictable world of digital platforms.
1. Social Media Can Shut Down Anytime by Authorities: Own Your Digital Space
The TikTok shutdown served as a stark reminder that social media platforms are subject to external control—whether due to government regulations, legal challenges, or unforeseen technical issues. While platforms like TikTok, Instagram, and YouTube seem invincible, they are still susceptible to sudden changes or even bans.
What you can do: Take control of your digital presence by building and maintaining your own website. This gives you ownership over your content, audience, and digital identity. You can use it as a hub to centralize your blog, portfolio, e-commerce store, or email list, ensuring that you’re not reliant solely on any one platform.
2. Relying on One Social Media Platform for Business is Risky
For many small business owners, TikTok has been more than just a platform for entertainment—it’s been a vital tool for marketing and revenue generation. According to CBS News, over 7 million small businesses used TikTok to promote products, engage with customers, and generate income.
What you can do: Diversify your marketing efforts across multiple platforms. While TikTok may be a great tool for viral marketing, it’s important to utilize your website, and build a presence on other social media platforms like Instagram, Facebook, YouTube, LinkedIn, and X. This helps you mitigate the risk of relying too heavily on any one channel.
3. Your Content Can Be Lost: Archive via your Website
For many creators, TikTok is more than just a pastime—it’s a space for cultivating an audience and building a body of work. Unfortunately, the platform’s unexpected shutdown left many without access to their content, with some losing years of work in the blink of an eye.
What you can do: Always back up and archive your content regularly. Whether it’s downloading videos, saving photos, or updating your portfolio, take steps to ensure your digital content isn’t dependent solely on a third-party platform. Additionally, integrate your content into your website, so it’s easily accessible and under your control.
Conclusion
The temporary shutdown of TikTok in the United States was a wake-up call for all digital content creators, entrepreneurs, and business owners. It reminded us of the unpredictable nature of online platforms, as well as the importance of diversifying our strategies and safeguarding our digital content. Let us always remember: Be the owner of your space, strategize to mitigate risks, and never put all your digital eggs in one basket.
We can help you create and manage your digital space, contact us to learn more.
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