Navigating the TikTok Ban: A Guide for Small Businesses

One truth about social media is that it is constantly changing, and one of the biggest headlines in recent news is around a United States TikTok ban. This popular social platform, known for its short, engaging videos, has been a goldmine for small businesses and solopreneurs looking to reach new people and share content promoting their brand.

What Does the TikTok Ban Mean for Businesses?

If you found success using TikTok for business, we know this is a stressful time for you as you try to figure out what to do in the face of a ban. But don’t panic. We know you are good at pivoting and coming up with new strategies — after all, you’re an entrepreneur. We also know entrepreneurs can’t do it all alone. That’s why we created this guide to help you create an action plan in response, and even come out stronger on the other side.

The Value of Owning Your Email List

While TikTok has been a fantastic tool for reaching new audiences, it’s important to remember you don’t own the relationships on social media platforms. Although creators fuel the content, any platform can change its policies at any time.

This can have a significant impact on your business. It’s easy to forget you aren’t really in control when the platform is always there, providing a seemingly endless stream of potential customers. However, the ultimate goal should be to use the platform to get in front of an audience and get interested people to stay connected with you directly. The money is in the list, and the party who owns that list is in control.

With that in mind, it is important to get your TikTok followers on an email or SMS text messaging list so you can communicate with them outside of the app. One immediate step you can take is to create a sign-up landing page. Then, share it in your bio and make sure you tell your followers about it. Another step you can take is to use a survey to better understand each person’s interests before they sign up for your list.

The people who are truly invested in your business will provide their email or phone number, and you will be able to tell them where you are sharing content in the future.

Content is King

Speaking of the future, it is important to remember this one platform is not the only way to reach your audience. While social media is designed to tell stories and build communities, the primary goal of each platform is to keep you on their site for as long as possible. This doesn’t best serve you and your business — it serves the platform. 

Besides your list, where you have control is in the content you make, and content is king. If you have been posting on TikTok, you’ve done most of the hard work already — apps may be banned, but no one can take away the lessons you have learned about engagement and content creation. Apply those lessons to other marketing channels by looking at your best-performing videos and getting creative with how to repurpose them.

• Distill the main ideas of a high-performing video into email content, like a newsletter.
• Upload the videos as other social media content, like Instagram Reels or YouTube shorts.
• Cover the same topics in real-time by live streaming, using an Instagram broadcast channel, or hosting a webinar.

Download our content repurposing guide for more ideas on how you can maximize your existing content.

Your Action Plan

People on your owned list have raised their hand and opted in to hear more from you. Focusing on how to get new and repeat business from existing customers is more important than ever, and now is the time to focus on your list. 

Ask yourself: What would happen if you spent the majority of your time on your email list rather than social media? It’s a powerful question to consider.

Here are a few actionable steps you can take to maximize your owned list and create a different strategy to reach new customers:

1. Reprioritize your time. If you are spending one hour on social media content per day, use that hour to focus on your owned list strategy, whether that be email, SMS, or both.
2. Segment your email list to send more targeted and personalized content. Use the insights you’ve gained from TikTok to create engaging emails that keep your audience interested and connected.
3. Invest in AI tools to analyze your data and make recommendations. These tools can help you identify patterns, optimize your content, and even automate some of your marketing efforts, saving you time and resources. For example, you can create an entire multi-channel marketing campaign in minutes with Constant Contact. This includes email, SMS, and social media like Instagram, Facebook, and LinkedIn.
4. Focus on value over volume. Instead of trying to reach as many people as possible, focus on providing relevant, quality information to your existing audience. This could mean offering exclusive content, early access to new products, or personalized recommendations. The more value you provide, the more likely your audience is to stick with you.

The most important step in your action plan is this: don’t panic. This change is just another period of time where you’re going to have to pivot as a business owner. Recenter your frame of mind around social media. You are on the channels to find your people and bring them to you, not to be on the channel all the time.

By taking these steps, you can not only weather the storm but also come out stronger and more resilient. The key is to adapt, stay connected, and always prioritize the relationships you build with your customers. Your business is so much more than a social media app.