What to Learn from the TikTok Ban (If We Can Call It That)

Earlier this week, TikTok creators faced an emotional rollercoaster with the app's ban announcement, followed by a quick reversal. For businesses and creators who rely heavily on the platform, the uncertainty was a huge blow—and it still could be.

But here’s the thing: This lesson isn’t just about TikTok. It’s a wake-up call for all businesses.

Big takeaway: Don’t put all your eggs in one basket.

What Happens When You Rely Too Much on One Platform

Using one platform too much is like a three-legged stool. If one leg—like TikTok—suddenly disappears, the stool collapses.

This is what we saw during the time of the brief ban: businesses terrified that they're hemorrhaging their profits while scrambling for solutions.

Lesson learned: Businesses that rely too heavily on one channel risk losing everything when the rules change.

Why Building Things You Control Matters

Relying only on social media platforms has its risks. You’re playing by someone else’s rules, and those rules can change overnight.

Instead, focus on owned media—things you control, like:

• Your website
• Your email list
• A text message subscriber base
• A blog

Here’s the difference: Social media is like renting a billboard on a busy highway. It’s great for visibility, but you have no control if the billboard company shuts down or triples their prices. In contrast, your website is your home, and your email list is your guestbook. These are assets you own, so they stay with you no matter what.

When you own these tools, you’re not at the mercy of algorithm changes, rising ad costs, or platform bans. If TikTok disappears, your email list doesn’t.

Why Google’s Changes Make This Even More Urgent

Google has been warning us about the end of third-party cookies for years. This is what tracks users online, helping advertisers target the right people. Without them:

• Ads will become less targeted, meaning businesses will waste money reaching the wrong people.
• Your marketing budget won’t go as far.

Owned media solves this. When you build your own list of contacts, you can communicate with your audience directly—no cookies or extra ad spend required.

Flexibility Wins the Day

The TikTok turmoil reminded us how fast things can change—and how important it is to have backup plans. Businesses that used multiple platforms were able to pivot faster and weren’t as devastated by the uncertainty.

How to Stay Flexible

Flexibility doesn’t mean chasing every trend. It means being ready to adapt when needed. Think of your marketing strategy like a car: if one tire goes flat, you need a spare ready so you can keep moving.

Here’s how to prepare:

• Have a Plan B: If one platform stops working, what’s your backup? Do you have Google My Business or text campaigns ready to go?
• Test New Options: Try different tools and strategies regularly. Small experiments today make it easier to pivot when needed.

Takeaways for Business Leaders

1. Diversify Your Channels: Spread your efforts across multiple platforms so you’re not reliant on just one.
2. Build a Safety Net: Start building an email list, blog, or text subscriber base. These are assets no one can take away from you.
3. Stay Agile: Keep testing new tools and approaches so you’re ready to adapt when changes happen.

Final Thoughts

The TikTok scare is a reminder for all of us: the digital world changes constantly. Businesses that thrive aren’t just the ones who survive—they’re the ones who prepare ahead and adapt quickly.