On Sunday, many users found that TikTok had been brought down a few hours earlier than expected. As a result, a horde of TikTok users migrated from TikTok to RedNote. The same day, TikTok was reinstated, leading users to attempt to re-enter the app. This left creators and businesses hanging in the balance as to where they should post their content next, and how to move forward with their marketing strategy.
Now that the ban has been lifted, many brands are back at it, utilizing TikTok for all of their short-form content. However, on the heels of this flip-flop effect, many creators and businesses are wondering, “What if TikTok goes back down again?” The reality is, TikTok has revolutionized how we consume and create content, connect with audiences, and even shop. If it goes down again, temporarily or permanently, creators and businesses need to be prepared with a plan. Here are some things you can do, and – no surprise – most of them rely on exploring new platforms, shifting your focus, and keeping an eye out for where your followers are migrating to next.
Don’t Panic
Here’s the thing: social media platforms actually experience outages, changes, and adjustments all of the time. While TikTok is a powerhouse, it’s crucial to remember that it’s only one part of your overall marketing or content strategy. There are now at least 15 social media platforms which now report at least half a billion active users. This is the perfect opportunity to explore those platforms and find your target audience among them. Remember: Social media is fun! You may even catch yourself smiling as you navigate these new platforms, and if you’re lucky, find a more engaged audience than you had on TikTok.
Transition to Reels (if you haven’t already)
Instagram’s Reels is probably the closest TikTok-like alternatives. With similar short-form video features, Reels allows you to:
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Reach an already engaged audience on Instagram.
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Repurpose your TikTok content for a new platform. You already have your short-form videos from TikTok – draw from the bank and post them to Reels!
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Use Instagram’s robust tools for hashtags, captions, and direct messages to boost engagement.
Instagram has a massive user base and a well-established advertising ecosystem. Transitioning to Reels can be a seamless way to stay visible whether TikTok is up or down.
Don’t Forget YouTube Shorts
YouTube Shorts is another powerful contender in the short-form video space. Here’s why you should give it a shot:
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YouTube’s algorithm prioritizes engaging video content, giving your Shorts excellent visibility.
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It’s backed by a platform known for long-term content discoverability.
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If you already have a YouTube presence, Shorts can complement your main channel.
Shorts offers a great way to diversify your content and tap into an audience that may not be active on TikTok or Instagram. Widen that net, and communicate with users in a different space!
E-commerce focused? Show your Website Some Love!
If you’re selling products, this is a great opportunity to pour your focus on your e-commerce website. Odds are you’ve been meaning to for a while anyway! Here are some quick tips and where to start:
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Optimize your website for mobile users to create a TikTok-like seamless shopping experience.
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Use email marketing to stay connected with your customers.
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Invest in SEO and paid ads to drive traffic to your store.
It is important to have that strong online presence to ensure that your business can still thrive even if one platform goes offline.
Key Takeaway: Diversify Your Strategy
Don’t put all your eggs in one basket. While TikTok is an excellent tool, diversifying your efforts across multiple platforms is the best way to future-proof your content and marketing strategy, regardless of what happens on ANY social media platform.
Things to make sure you are doing:
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Regularly update your audience across platforms (Instagram, YouTube, Facebook, and more).
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Build an email list to maintain direct communication with your followers.
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Experiment with newer platforms or features as they emerge.
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Back up any and all content and store it in your content bank. This will allow you to draw from it and use elsewhere, and prevent any loss of content assets should TikTok, or another platform, go down.
- Stay on top of what’s trending and where your audience’s attention is going.
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By being proactive on these items, you’ll be able to position yourself for long-term success across the digital landscape, regardless of what happens with TikTok, or any other social media platform, for that matter!
Need more tips? Get in touch by clicking the “Let’s Talk” button below, and we can help you hash out your business’ next winning marketing strategy!
