Don’t panic, just pivot
Social media is an incredible tool for businesses, but let’s be real—it's also unpredictable. The recent discussions about the potential loss of platforms like TikTok serve as a stark reminder that social media isn’t promised. As much as we rely on these platforms to grow and engage with our audiences, we also risk losing everything if we put all our eggs in one basket.
Social Media is a tool, not a guarantee.
We’ve seen it before. One day, a platform is thriving; the next, it’s facing bans, algorithm changes, or even complete shutdowns. MySpace, Vine, and even Facebook’s declining organic reach have shown us that no platform is immune to change. If you’re building your business solely on social media, you’re essentially renting space on borrowed land. And at any moment, that landlord can shut the doors without notice.
While this may seem daunting, it doesn’t mean you should abandon social media altogether. It means you need to be strategic about how you use it.
Diversity yourself on Social Media.
Rather than relying on a single platform, diversify. Here’s how you can pivot effectively:
1. Expand to other platforms
If TikTok has been your primary space, start exploring Instagram Reels, YouTube Shorts, or other short-form video platforms. If Facebook has been your go-to, consider LinkedIn, Pinterest, or even Twitter. Every platform has a different audience, and experimenting can help you find the best fit for your brand.
2. Build an Email List
Unlike social media, your email list belongs to you. If a platform disappears overnight, your audience doesn’t disappear with it. Prioritize collecting emails by offering valuable content, discounts, or exclusive perks in exchange for sign-ups.
3. Invest in a Website & Blog
Your website should be the foundation of your online presence. It’s the one place where you have full control. Blogging regularly can boost SEO, establish your expertise, and keep your audience engaged, even if social media shifts.
4. Engage in Community-based Marketing
Building strong, loyal communities through Facebook Groups, Discord, Slack, or even in-person events can help you maintain connections beyond social media platforms.
5. Stay informed & keep learning
Social media is ever-changing, and trends evolve quickly. Stay informed, keep testing new strategies, and be willing to adapt. What works today may not work tomorrow, but businesses that pivot smartly thrive in the long run.
Change IS an OPPORTUNITY.
Losing a social media platform or watching your engagement drop can feel like a setback, but it’s actually an opportunity. It forces us to innovate, experiment, and strengthen our businesses beyond the confines of a single app.
The key takeaway? Don’t panic. Just pivot.
Social media is a tool, not a foundation. By diversifying, staying adaptable, and building a presence beyond one platform, your business will not just survive—but thrive—in the face of digital uncertainty.
