TikTok’s Turmoil

It was deactivated and then reactivated in less than 12 hours.

TikTok’s ban in the U.S. was supposed to take effect on January 19. A couple hours before midnight on the 18th, the app went dark. But when users opened it up the next morning, TikTok was already back up and running.

While the fate of TikTok in the U.S. has been postponed, the recent turmoil signals a key lesson for content creators and marketers alike:

Don’t cache all your content in one social media platform.

In the days leading up to the ban, popular creators were saying their goodbyes and telling followers where else to find their content, often naming TikTok competitors Instagram and YouTube.

This isn’t the first time we’ve seen creators and users flee to other social media sites – remember the downfall of Vine, anyone?

POV on the FYP

While Vine merely teased the potential of short-form video content, TikTok’s scrolling style and never-ending “for you page” has redefined social media platforms.

Meta launched Reels. Snapchat introduced Spotlight. YouTube added Shorts. Even LinkedIn has a video feed now.

The future of TikTok as a platform in the U.S. is still unknown, but its style of content is not going away anytime soon. Brands and marketers don’t need to scrap their TikTok-style video content altogether with the availability of these other channels.

It’s a good idea to make sure your audience can easily find you regardless of platform changes outside of your control. That could mean using the same handle across social media platforms or tapping into SEO and paid campaigns to stay easy to find. Virtually every content marketing effort should have some owned media component.

The TikTok ban is a timely reminder to keep tabs on the business side of the platforms you’re on and be prepared to pivot your social media strategy accordingly.