With the recent buzz surrounding a potential TikTok ban, conversations have sparked across offices, businesses, and influencer communities alike.
For many U.S. brands and creators, the looming ban prompted a scramble to migrate followers to other platforms like Instagram, YouTube, X, and even RedNote. This “jump scare” has taught us all a vital lesson: online platforms can change drastically and sometimes overnight. Your audience on social media is never truly yours.
Think of it as renting a property. You don’t own the land, the platform does, and its primary goal is to keep users on its site, not build your brand.
importance of owning your customer data
We always emphasise the importance of owning your customer data. Use social platforms as a tool to attract and engage, but never rely solely on them.
Direct your audience to spaces you control like your website, email list, phone numbers, or in-person events. It’s crucial to always have access to the people who matter most to your business.
email marketing isn't dead
Email marketing is far from obsolete. In fact, it’s still one of the most effective ways to nurture and retain your audience.
Create a compelling incentive to move your followers onto your email list, such as exclusive content, special bonuses, or insider deals and keep delivering value to keep them engaged.
the TikTok Ban has been a year in the making
A year ago, former President Biden signed a law requiring TikTok to be sold within 12 months or face a potential ban in the U.S. At the time, not everyone took it seriously.
With the inauguration of President Donald Trump and the subsequent 75-day extension of the TikTok ban, there is ongoing uncertainty surrounding the platform’s future in the United States.
It’s a stark reminder that being prepared is always wise.
Here’s 4 ways to tackle this:
Diversify your channels
- If TikTok is your primary social platform, start repurposing content on Instagram Reels or YouTube Shorts. Experiment to see which channels resonate best with your audience.
- Xiaohongshu, also known as RedNote. Reports indicate that over 2.7 million TikTok users migrated to RedNote in January 2025
- Growing a following on multiple platforms reduces reliance on any single one.
Communicate with your TikTok followers
- Use your TikTok presence to direct fans to all of your other online channels.
- Simple calls to action, like “If you want to continue supporting our business…” or “Don’t miss our updates. Follow us on X, YouTube, and Facebook!” can go a long way.
Collect emails and build a mailing List
- If you don’t already have a mailing list, now’s the time to start. Even if you have a massive social following, you’re still “renting” those followers from Tiktok or other similar platforms.
- An email list is something you own, letting you stay connected no matter what happens on any social platform.
Keep up with the trends
- Track where your audience is spending their time such as YouTube shorts and tailor your content accordingly.
- A strong email list strategy alongside active social channels ensures you stay engaged with followers while building a direct line of communication that you control.
lessons learned
The truth is any social media app can be shut down or fall out of favour, potentially leaving businesses without direct access to their audience. When you prioritise owning first-party customer data — through channels like email, SMS, or even physical events — you’ll stand out from competitors who rely solely on “rented” platforms.
As noted in The Digital Studios’ TikTok Ban Survival Guide and GetResponse’s blog:
“The recent news surrounding the potential TikTok ban is not just another headline; it’s a significant moment that underscores the volatile nature of the digital landscape.”
the reality of rented land
Social media is undeniably powerful, but remember:
- You don’t own your followers; the platform does.
- You don’t control the rules; the platform does.
- When the rules change—or the platform disappears—you lose everything.
We’ve seen this before:
- MySpace? Gone.
- Vine? Disappeared.
- TikTok? Now at risk more than ever.
the value of owning your customer list
TikTok can be fantastic for discovery and growth, but never forget that you don’t own those relationships. Platforms can shift policies in an instant, and unless you’ve built direct connections through email, you risk losing your entire audience.
Practical Steps to Protect Your Business
- Create a Sign-Up Landing Page and link it in your TikTok bio. Encourage followers to join your list.
- Use a Survey to learn about your audience’s interests before they sign up, it helps tailor your future content.
- Stay Connected by continuing to share updates and where else they can find you online.
The bottom line? True fans will provide an email or phone number, and you’ll have a reliable way to share content, promotions, and updates without fear of sudden platform changes.
the numbers don't lie
For most businesses, email marketing remains a top-performing channel, with an ROI of up to $45 for every $1 spent (depending on the industry). Forbes
So as the digital landscape continues to evolve, protect your brand by diversifying your platforms and owning your audience because the only constant in social media is change.
Need assistance setting up an email list and developing effective strategies? Contact us for an obligation free consultation, and we’ll help you create a tailored plan to navigate these changes.