Don't Rely on Rented Space
Even if you haven't been using TikTok, this ban has clearly shown how quickly access to a platform can change. Your business may solely use Facebook or Instagram - if you think you are immune to something like this, think again. When we owned our construction business, we used social media as almost our sole marketing platform. In 2022, out of no where we had our Facebook business page deleted. We logged in one day and it was just gone. No wanting or anything. In a frantic call we contacted Facebook only to learn that there was a glitch and our page was flagged for "sexuality and nudity" (which was BS., we were home builders - the only thing that we posted about was home building.) We were explained that Facebook has bots that crawl pages and there can be errors made, but typically pages get archived where they can be brought back. Not ours - ours was wiped clean. Luckily, we had a good following on Instagram that we were able to lean on, but the moral of the story is that you cannot rely on rented space. Whether it's the TikTok ban or a Facebook error, things can change quick and if you are relying on a single platform, years of efforts can disappear in a heartbeat. (Hint: a newsletter!)
I Haven’t Used TikTok - Why Does This Matter?
If you're ignoring all this news because you never got on TikTok for your business, there are going to be implications for other platforms too (not all bad). Think about how you can capitalize on these for your business and social media strategy!
Audience Shifts: With TikTok no longer available, users are going to migrate to other platforms like Instagram, YouTube, or Snapchat. This is good and bad - if you are using these platforms you will have more eyeballs to grab, but there will also start to be more content competition. You may need to up your game!
Content Trends: TikTok has been a trendsetter for short-form, engaging video content. These trends will likely influence other platforms, so paying attention to trends on Instagram may become more important than it has been of late.
Algorithm Adjustments: Platforms like Instagram and YouTube may capitalize on TikTok’s absence by prioritizing short-form video content in their algorithms. Adapting your content to include more video is a great idea!
What Should We Do?
Ultimately, platform diversification is important. Being on multiple different platforms mitigates the risk of losing one following. If/when TikTok comes back - be there, be on Instagram and Facebook, plus consider others as well. Regardless if TikTok was a part of your strategy or not, here’s how you can pivot:
Instagram Reels: this seems like a natural landing place for TikTok users. Just like TikTok, it's short form video that people can lose themselves in. This would be my focus if you're in the agriculture or construction industries.
YouTube Shorts: The benefit of YouTube is its searchability. Our assumption is that the TikTok user's will shift mainly to Instagram, YouTube and SnapChat because of its youth. Be where the audience goes!
Facebook: Facebook will undoubtedly get more eyeballs and this could be your opportunity to utilize Reels. For agriculture companies where Facebook is more prominent, you are in a good spot, just make sure you are creating videos to capture that video audience coming from TikTok!
LinkedIn: If you are in the commercial construction industry, this is the #1 place you should be, regardless of the TikTok ban. Share short videos, write articles, and connect with others, This is your opportunity.
Ultimately, the social media world is an ever-evolving digital landscape. This situation with TikTok is serving as a reminder of that, but by diversifying your social media strategy and being where the audience is, your business can be ready for abrupt changes and continue telling your story to your audience!
