Last week, after weeks of warning, it looked like the unimaginable might actually happen- one of the most popular social media apps in the United States would be effectively closed down due to perceived threats to national security.
Now, at least for the time being, it looks like TikTok will avoid closure under new ownership and U.S. citizens will continue to have access to the app.
You may be thinking- why does this matter to me if my brand isn't even on TikTok?
This matters to all brands because this is a highly visible example of how brands do not really own their own content when it's living on social media. The only platform you can guarantee won't be shut down is your own website (and that could be argued as well).
So knowing that, what do you do next?
You need to diversify your marketing channels.
If your brand had ditched other social media or put many marketing dollars not to mention time into building solely TikTok, you narrowly avoided a devastating blow to your marketing strategy.
It's important to have multiple marketing channels because you really don't know or can control when one will be shut off in the digital space.
That does not mean to be on every social media platform, but I recommend being on minimally two channels where your audience can find you if social media is part of your marketing strategy. If you need help deciding what channels you should be on, check out this article where I discuss what two important questions you should ask yourself.
Are you more advanced in your digital marketing strategy and want to learn more about actual tactics to employ next? This article from Broadstreet Media Group provides a great overview of how an omni-channel approach cross-pollinates your efforts.