Navigating the TikTok Ban: What Business Owners Can Do to Keep Thriving

With Congress pushing for TikTok to be removed from app stores by January 19th, many business owners who rely on the app for marketing, customer engagement, and sales are left wondering: What’s next? TikTok has been a powerful tool for businesses, but its potential removal highlights the importance of diversifying strategies and exploring alternative avenues.

Here are actionable steps and tips to help business owners keep their businesses thriving, even without TikTok:

1. Diversify Your Social Media Strategy

While TikTok has been a unique platform for short-form video, it’s not the only player in town. Other platforms have quickly adapted to fill this gap, offering businesses similar tools to engage their audience:

• Instagram Reels: With its visual-first focus and massive audience, Reels is a natural transition for businesses. Many TikTok trends and strategies already perform well here.
• YouTube Shorts: As part of the world’s second-largest search engine, YouTube Shorts allows your videos to gain traction and reach a broader audience.
• Facebook Stories and Reels: Leverage Facebook’s established user base to maintain connections and increase engagement with your audience.
• Snapchat Spotlight: For brands targeting a younger demographic, Spotlight offers a short-form video solution similar to TikTok.

Action Tip: Repurpose your existing TikTok content and post it across these platforms. Maintain consistency in your messaging and creativity to keep your audience engaged.

2. Strengthen Your Brand on Owned Platforms

Social media platforms can change overnight, but your website, email list, and blog remain yours. If you’ve relied heavily on TikTok, now is the time to shift focus to platforms you control.

• Build Your Email List: Encourage followers to subscribe to your email list for updates, promotions, and valuable content.
• Enhance Your Website: Make sure your website reflects your brand, offers clear calls-to-action (CTAs), and provides value to your audience.
• Start a Blog: Share insights, updates, and stories that position your brand as an authority in your industry.

Action Tip: Promote your owned platforms in your social media bio and content, encouraging your audience to stay connected outside of TikTok.

3. Leverage Paid Advertising

If organic reach through TikTok disappears, paid advertising can fill the gap. Platforms like Facebook, Instagram, YouTube, and Google Ads offer robust targeting options to help you connect with your ideal audience.

• Facebook and Instagram Ads: These platforms have vast data tools to help you run targeted campaigns that mirror your TikTok audience.
• Google Ads: Use search and display ads to ensure potential customers find you when they need your product or service.
• YouTube Ads: If you’re already creating video content, running ads on YouTube is a natural next step.

Action Tip: Allocate a small budget to test paid campaigns on different platforms and measure what drives the best results.

4. Double Down on Video Content

Short-form video is here to stay—with or without TikTok. The skills you’ve honed creating engaging TikToks can now be used across other platforms. Use this as an opportunity to strengthen your overall video strategy:

• Focus on storytelling and value-driven content.
• Share customer testimonials, product showcases, and behind-the-scenes glimpses.
• Experiment with formats like tutorials, Q&As, and trending challenges.

Action Tip: Use tools like Canva, CapCut, or InShot to easily edit and repurpose videos for multiple platforms.

5. Explore Other Communities and Platforms

While TikTok has been popular, there are other thriving digital spaces where businesses can connect with their audiences:

• LinkedIn: For B2B companies, LinkedIn is a powerful platform for professional networking and content sharing.
• Pinterest: Great for product-based businesses, especially in home decor, fashion, food, and lifestyle niches.
• Reddit: Engage in niche communities and share content where it adds value.
• Podcasts: Consider starting or sponsoring a podcast to expand your reach.

Action Tip: Identify where your target audience spends time and start creating tailored content for that platform.

6. Stay Prepared and Adaptable

The potential removal of TikTok is a reminder that digital platforms can change quickly. The businesses that thrive are the ones that stay adaptable, diversify their efforts, and focus on building long-term connections with their audience.

• Keep an eye on platform updates and emerging trends.
• Test new tools and platforms regularly to stay ahead of the curve.
• Prioritize your customer relationships above all else.

Action Tip: Use this moment as a chance to strengthen your overall marketing strategy and make your business more resilient.

Final Thoughts

While the future of TikTok remains uncertain, your business doesn’t have to be. By diversifying your strategies, exploring new platforms, and focusing on your owned channels, you can continue reaching your audience and growing your business.

At Lexington Capital Holdings, we understand the importance of staying adaptable in changing times. If your business needs resources to implement these strategies, we’re here to help secure the funding you need to thrive—no matter what changes come your way.

The platforms may change, but your success doesn’t have to.