As you may remember last month Tik Tok was taken down in the USA after Congress passed a law forcing ByteDance to sell or exit the US. Luckily for the many millions of content providers and brands who are dependent on the platform it was back online within the day.

But there are lessons to be learned should the unthinkable happen to your marketing strategy. Here is what you need to do now:

Diversify

Do not rely too heavily on a single platform. For example Insta Reels and YouTube are alternatives for sharing shorts, and can broaden reach and reduce.

Have a contingency plan

Be prepared for the worst-case scenario. Regularly back up your content and do not rely on the platform to store all your hard work. 

Stay adaptable

Use industry experts to keep up to date with what the big platforms are doing and what new opportunities are emerging. Build systems and processes that allow for flexibility and keep on it.

Follow your audience

Social tracking tools help get an accurate picture of audience behviour and where they may migrate to.

Don’t panic!

Even if a platform is shut down, there is a significant number of eyeballs looking for an alternative and there are plenty of other platforms desperate to capture as many of them as they can. TikTok was able to grow so rapidly because it used its algorithm to test content in real time,only allowing the most popular content to reach far and wide. Obviously it didn’t take Meta long to replicate that but they are still playing catch up. YouTube on the other hand has adapted to a broadcast audience and is now competing with mainstream TV.

There are so many opportunities to deliver great experiences to your audiences so keep your finger on the pulse and have fun!

• < Previous