The looming TikTok ban in the US has sent shockwaves through the digital world, with creators and businesses scrambling to prepare for a potential shutdown.
As the Supreme Court’s final decision approaches on whether or not to uphold the ban, it’s essential to understand the reasons behind the ban, the lessons it offers and the steps we must take to future-proof our digital ecosystems. This column explores these topics and offers actionable strategies to ensure your digital presence is never platform-dependent.
The writing was on the wall
The TikTok ban didn’t come out of nowhere. Since 2023, discussions about the platform’s potential risks have been widespread.
In April 2024, the US government passed a law requiring ByteDance, TikTok’s parent company, to sell its US operations or face a nationwide ban by January 19.
This law stems from national security concerns, particularly fears that TikTok could share user data with the Chinese government under Chinese law.
The overwhelming support for the ban in Congress highlights the gravity of these concerns.
In March 2024, the US House of Representatives voted 352-65 in favour of the ban, followed by the Senate's approval with a 79-18 majority.
Despite this, many creators and businesses failed to take the warning seriously, relying solely on TikTok as their primary platform.
Why governments are concerned
The US government’s primary concerns include.
· Data privacy: Chinese laws require companies to share data with the government, raising fears of potential misuse of sensitive information like location and browsing habits.
· Espionage risks: TikTok could allegedly be used for spying on the US and its allies, officials, military personnel and critical infrastructure.
· Influence operations: The platform’s algorithm may be leveraged to sway public opinion or suppress content critical of China.
Other countries, including Canada, Australia and members of the EU, are closely watching the US actions and may follow suit if the ban is upheld.
This global ripple effect underscores the need for creators and businesses to diversify their digital presence.
Lessons for businesses and creators
The potential TikTok ban is a stark reminder of the risks of being platform-dependent.
Social media platforms are rented spaces and their rules can change overnight.
To build a resilient digital presence you must focus on creating a brand ecosystem that prioritises owned platforms.
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What is a brand ecosystem?
A brand ecosystem includes.
· Owned platforms: Websites, email lists, SMS lists, podcasts and push notification systems.
· Social media: Platforms like Instagram, YouTube Shorts and Facebook Reels to engage and attract new audiences.
· Content synergy: A strategy that funnels social media traffic back to owned platforms, ensuring you control your audience’s experience.
By diversifying your presence across these channels you can reduce your reliance on any single pl
