Dubbed the ‘12-hour TikTok ban’, the controversial blackout across the U.S. has sent ripples through the digital world. TikTok has become a transformative platform for millions, redefining the creator economy as we know it.
However, on the 19th of January, 170 million American TikTok users opened the app to find nothing but an unusable app and a statement:
Fortunately, TikTok has resumed operations, following President Trump’s signing of an executive order delaying the ban for 75 days. Despite this, TikTok has not returned to the App Store or Google Play for users who deleted the app during the blackout.
With this being the biggest platform shutdown and restoration in U.S. history and possibly the biggest sudden disruption for U.S. content creators, there’s a valuable lesson for all of us, even myself: relying solely on one platform for personal branding and business can be very risky.
These events highlight that these platforms may not be around forever and that’s why it’s important to have a multi-platform strategy that is essential for you to refine and adapt for long-term success.
The Risks of Relying on One Platform
TikTok’s rapid rise made it a go-to platform for many brands, influencers, and businesses. Its ability to generate viral short-form content and create overnight successes offered creators unique opportunities to showcase their personalities, skills, and products in ways that traditional platforms couldn’t.
However, the ban has exposed the vulnerability of relying heavily on a single platform and not catering to your overall online presence. When you place all your eggs in one basket, you’re at the mercy of that platform’s policies, algorithm changes, or worst-case scenario, a ban or shutdown.
For personal brands, losing access to a major platform can be disastrous, especially if that platform was central to growing your online presence and turning your brand into a business.
Diversifying Your Digital Footprint
To avoid the fate of a brand that disappears when its chosen platform disappears, it’s important to diversify your digital presence. Here’s how to build a more resilient personal brand online:
1. Be Where Your Audience Is
Different social platforms attract different types of audiences. While TikTok may excel in engaging Gen Z audiences, Instagram could be a hub for visual content creators and LinkedIn for professionals and B2B audiences.
Being present on multiple platforms allows you to reach various audience segments and tailor your content accordingly. Incorporating PR and digital marketing into your strategy will help increase your visibility and improve your digital presence.
2. Repurpose Content Across Channels
Creating mass content can be time-consuming, but you don’t need to create new content for every platform every time.
Repurpose your existing content in a way that’s optimised for each platform. For example, a TikTok video can be turned into an Instagram reel or a YouTube short. Similarly, the key points from your blog post can be used as Twitter threads or LinkedIn articles.
This helps you maintain a consistent message while saving time and effort.
3. Establish Your Own Digital Space
Consider building a website or blog as your central hub in addition to social media platforms. While social media platforms can change their algorithms or terms of service, your website is fully under your control.
It can serve as your personal branding anchor, showcasing your work, sharing your insights, and even hosting your newsletter email list. This gives you more autonomy and security over your online presence.
4. Engage in Community Building
Social media platforms come and go, but communities are forever. You create a direct connection with your audience by building a community around your personal brand, whether through email newsletters, WhatsApp groups, or events. This reduces the reliance on algorithms, ensuring your message reaches your audience on your terms.
5. Track Analytics and Adapt
By using multiple platforms, you’ll have access to a broader set of analytics and insights. You can experiment with different types of content and see what works best on each platform. By tracking these analytics, you can fine-tune your strategy and optimise your approach for better results.
The Bottom Line: Adapt to the Changing Digital Landscape
The TikTok controversy serves as a pivotal reminder that no platform is invincible. By adopting a multi-platform strategy, repurposing content, and fostering a sense of community, your personal brand can thrive regardless of external disruptions.
Now is the time to diversify your digital presence. Don’t let your personal brand be at the mercy of a single platform’s fate. Build a resilient, multi-faceted online presence, and you’ll be prepared for whatever the future holds.
The key to lasting success lies in adaptability and the message is simple. Diversify now, and your personal brand will not only survive – but also flourish.
See you next week!
