Will it stay or will it go? We recently passed TikTok’s third extended deadline to sell to a U.S. owner or be banned for good. A few companies are supposedly in talks to take over the reins, though no deals have been set in social media stone just yet. Whether TikTok is able to lock down a Supreme Court-approved owner and stay scrollable to its 150 million American users or not, brands can learn some valuable lessons from the TikTok ban saga.
1. Don’t put all your (social media) eggs in one basket.
Social media moves fast, and we’re not just talking about speed challenges. #IYKYK One day an app or platform is hot and on top, and the next—poof—they’re left in the social media dust and replaced by a new star. (A moment of silence for the beloved Vine, please.)
When mapping out your social media strategy, be sure you’re including a plan to publish and spread out all your great content on multiple social platforms your audience spends time on. It’s also a good idea to stay light on your feet and keep an eye out for the next big thing. Speaking of …
2. Test out and play around with new platforms.
If a new social media platform is starting to make waves, don’t just dip your toes in—throw on your affiliate-linked swimwear and dive in to start testing content and learn what ignites engagement. Becoming an early active user of a platform that hasn’t taken off yet can give you a leg up (and more followers) when it does become a hit, compared to brands who wait to join. Who knows, the next big thing could launch tomorrow and quickly become the new hangout spot for your ideal audience.
Also, platforms are always kicking out new updates and features. Hopping on them right away can spice up your content and make it stand out from the rest, which can lead to attracting more brand fans.
3. Focus on channels you own.
Open your favorite note-taking app because this last takeaway is a goodie. Investing time and money into launching your own channels—and creating compelling content that lives on those channels—will put you in the driver’s seat when it comes to your messaging and audience.
With owned channels, brands have the power to stay in control of their content and keep a connection with their audience, no matter what is happening in the social media world. Bonus: You won’t have to worry about keeping up with ever-changing social algorithms keeping you from reaching your people. Some impactful examples of owned channels Pace has helped brands create include:
Websites
Creating a website—and all the thoughtful content that lives on it—can do wonders for showcasing what makes your brand so special. It gives you the stage to tout all the glorious details of what you provide, talk about your “why” and introduce the passionate people behind your brand. If you offer a product, using plug-ins like WooCommerce and Stripe or PayPal can allow customers to buy directly from your website if—ahem—a popular social media shop gets shut down. If you offer services, include information about how people can get started working with you. You could even have a page that features glowing reviews or testimonials from past and current customers or clients.
Blogs and branded content hubs
Take your website content a step further by developing a blog section or content hub where you can share exciting updates with your audience and drive sales to new products. It can also bring in more brand awareness because a regularly updated website equals a higher-ranked website on search engines. And since it’s your site, the content you create will stay live as long as you want it to. You also have the option of updating it to stay useful for readers, providing even more reasons for them to follow your content.
Podcasts
Podcasts are an excellent way to tell your brand story and connect with and grow an audience. It provides the added bonus of giving your brand a voice and personality or showcasing the one you already have. The tone of your content can be upbeat and lively (lol, you’re hilarious and so insightful) or straightforward and benefit-focused (ooh *adds to cart*). Whatever the message you want to communicate, however you want to communicate it, you’re in control.
Email programs
Whether you’re welcoming a new subscriber or reminding a customer they have something sparkly sitting in their cart, emails are an effective way to get your message across. You can shine a light on a new product or service, communicate a flash sale or—ahem—even drive readers to a new social media platform you just joined. Segmenting your subscribers based on where they are in your marketing pipeline can help you tweak messaging to be as relevant (and useful) to them as possible.
Sure, a permanent TikTok ban in the U.S. would force users to have to find another source for dance moves, trick shots, comedy skits, recipes, makeup and skincare tutorials, and dogs being hilariously cute, but the most painful side effect for brands and influencers would be the loss of connection between them and their list of followers they’ve worked so hard to grow.
The Pace point of view
Make sure you’re set up for success by spreading your content around on different platforms, testing out new ones, and investing time and money in channels you own.
