Today, the Supreme Court upheld the planned TikTok ban, which will come into effect unless ByteDance sells its US operation, leaving its fate in the US in Limbo…
If your company markets to the US or English-speaking countries, the 170 million American users are the crown jewels.
Will Elon Musk or another billionaire save the day (or take advantage of the situation)?
Right now, no one knows, but one thing is certain… For marketers, this is not the first or last time this type of thing will happen.
I remember over 15 years ago when Google did one of their most devastating updates, and just last month, between the Google HCU and Spam updates, tons of websites have seen their traffic decimated with no rhyme or reason.
For me, there are 3 big takeaways:
1/ Relying solely on third-party platforms is always risky. By building your own tribe of true fans and owning your communication channels—like email newsletters or communities you maintain direct access to your audience, regardless of platform changes.
2/ Don’t place all your eggs in one basket. Spread your presence across multiple platforms such as Instagram, YouTube, X, Threads, LinkedIn etc.
3/ If the shutdown takes place, follow where the crowds are going. The closest alternatives are likely Instagram Reels and YouTube Shorts, but other apps are (apparently) rising in popularity including RedNote (Xiaohongshu), Lemon8 and Clapper.
Regardless of what happens, these events are a gentle (or not) reminder that owning your audience is key.
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