What We Can Learn From TikTok Going Down In The States
For this past week, the TikTok ban in the U.S. was all anyone could talk about and all our feeds showed. While it ended quickly (hours, to be exact – I bet all those people revealing their final TikTok secrets have some regrets) and didn’t shut down for Canadian users, it gave us something huge to think about. 🤔
This shutdown was more than just a headline—it was a wake-up call. It’s a reminder that no platform, no matter how massive or engaging, is invincible.
So, let’s talk strategy.
Platforms rise and fall, but adaptability wins every time. If your paid social strategy relies too heavily on one platform, what happens when it’s suddenly off the table? Are you ready to pivot? 👀
Here are three key takeaways you can learn from this as marketers – no matter where you are in the world – to future-proof your marketing:
📲 Diversify Your Paid Social Channels
Don’t put all your budget into one basket. Explore other platforms like Instagram, YouTube Shorts, Pinterest, or even LinkedIn (yes, it works!).
🎯 Own Your Audience
Use TikTok and other platforms to grow your email list or SMS subscribers. These channels are yours, no matter what happens.
🤝 Be Flexible with Platforms
Focus on creating content that resonates across platforms. Great storytelling will thrive, whether it’s on TikTok, Instagram Reels, or the next big thing like RedNotes (which is what all creators moved to when they thought TikTok wasn’t coming back, for example!)
Adaptability isn’t just a skill. You need to adapt in order to survive in this industry.
So in 2025, let’s keep our strategies flexible and future-proofed. Because as we’ve seen, anything can happen. 👀
Did this email make you have a wake-up call and realize you need some marketing support this year? If so, we’d love to chat. Book a free Discovery Call with us below or send an email to contact@12creative.co!
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