If TikTok vanished tomorrow, would your business survive? With ongoing debates about its future, the real question is: how diversified is your marketing strategy?
Small businesses often rely too heavily on one platform—whether it’s TikTok, Instagram, LinkedIn, or even email marketing. While TikTok’s algorithm has been a game-changer, making it easier than ever for small businesses to go viral, depending on it alone is risky. Let’s explore how to build resilience in your marketing strategy and stay ahead of platform disruptions.
Don’t Put All Your Eggs in One Basket
Whether you’re crushing it on TikTok or LinkedIn, relying solely on one platform creates a fragile business model. If that channel changes—or disappears—you could lose a significant portion of your audience overnight.
Start by identifying where else your audience is active. Platforms like Instagram, YouTube, and even Pinterest might offer new opportunities. Use your platform analytics to understand your audience’s demographics, then research where they spend time online and offline.
Cross-Post Strategically
You don’t have to build content for every platform. If TikTok is your primary platform, consider repurposing that content for YouTube Shorts, Instagram Reels, or Facebook. However, monitor engagement levels—if a platform isn’t resonating with your audience, adjust your approach to avoid harming your brand’s reputation.
And of course, it always pays to go back to the basics.
Own Your Audience
You don’t own your followers—TikTok or otherwise. But you do own your email list. Create content that drives people to sign up for your list and keep them engaged with exclusive offers, updates, and high-value content.
Learn how to nurture your audience beyond social media here: Done-For-You Marketing: The Ultimate Solution for Busy Entrepreneurs
Build a Brand-First Approach
Don’t let platforms dictate your voice. While it’s essential to adapt content for each channel’s algorithm, your brand’s voice and message should remain consistent. Focus on creating brand-led content that resonates with your audience, regardless of platform trends.
Final Thoughts: Diversify Before It’s Too Late
As a small business owner, your job is to ensure your business stays viable. Relying solely on one marketing channel—whether it’s TikTok or any other—leaves you vulnerable. Start diversifying now, before it becomes a problem. Evaluate your channels, build resilience, and position your business for long-term success.
Ready to Future-Proof Your Marketing?
Don’t wait until a platform shuts down to diversify your strategy. Stephanie Scheller helps small businesses build resilient, multi-channel marketing plans designed for real-world impact.