What the TikTok Ban Chatter Really Means for Small Businesses
Big tech and the main social media platforms always seem to be in the news in one way or another. Whether it’s about news being removed from the platforms, children’s safety, censorship, privacy and security, the issues are endless. Let’s face it, any company making money hand over fist is going to face the scrutiny of those in charge at some point.
The discussion of banning social media platforms has been around since they were invented. The desire for people with a message to express themselves freely and directly without a filter is relatively new. There is no middle man anymore. The average person can reach millions without paying a cent in advertising. People will always find a way to communicate with one another. Now it’s just faster and easier.
Why a TikTok Ban is an Opportunity for Small Businesses
TikTok, a platform with a highly addictive algorithm, is just another channel. Who among us hasn’t spent hours scrolling only to be shown more and more relevant content just as you’re about to put your phone down only to continue the mindless activity? Who among us hasn’t laughed, been inspired, even cried over something thought-provoking, entertaining or anguishing on TikTok? There’s literally a community for anyone with any interest in any niche. Of course, you’re going to find your people on TikTok.
TikToK Ban Talk is a Distraction - Here’s Why
The debate around the Tik Tok ban is about politics. The ban is about:
- Legal and Regulatory Non-Compliance
- National Security Concerns
- Influence on Young Users
- Content Censorship and Propaganda
- Cybersecurity Risks
- Data Privacy and Security
If these issues don't directly affect your business, they're nothing more than a distraction.
It’s great to have a hard-earned audience on a platform or across multiple platforms. That takes creativity, and a lot of preparation. But unless you’re capturing that traffic and attention with emails so you can stay in touch with your audience, you’re relying on rented property to run your business. Even if Tik Tok is only one of your marketing channels, relying on it for any amount of your revenue is not strategic. Your ability to reach your followers could disappear overnight with an algorithm update. Unless you’re driving your traffic on any platform, back to your website to capture leads, you might be missing out.
Why Build an Email List?
We now know you don't have control and the threat of the TikTok ban is a harsh reminder of that. You don’t personally control any of the social media platforms you may have built your audience on. Vanity metrics are great for a quick dopamine fix (just as they were designed mwahahahaha) but you cannot build a strong foundation for a sustainable business on rented land.
So what’s the solution?
Behold the email list. The most boring sounding strategy, yet one of the most crucial assets you can build in your business. Why? Because when you collect emails (with permission), you’re invited to contact people who have asked to stay in touch with you, to get updates from you. And that should be treated like the honour it is. The ability to contact these individuals (they are not a group, after all, so please treat your “subscribers” like the individuals they are.)
Staying laser focused on building your list is the only way to keep a sustainable business.
Email Marketing is About Giving Before You Get
When someone opts-in to your email list, that is a highly valued action taken on your website. Most businesses consider it the number one action their ideal customer needs to make as a lead up to making a sale. Remember some people could be on your list for years before they buy from you. But they could become your best customer who just wasn’t ready to buy when they first joined your list.
As long as you take every email you send out whether it’s a simple text-based or a beautifully designed newsletter and you add value to that individual’s day, whether it’s knowledge and expertise, making their day a little more positive or telling a story, you’ll build trust over time and the know, like and trust factor that are the essential components of turning individuals who subscribed to your email list, into lifelong customers.