How to Prepare Your Business for a Potential TikTok Ban

Latest Updates on the Proposed TikTok Ban

As of December 6, 2024, the U.S. Court of Appeals for the District of Columbia Circuit upheld a federal law mandating that TikTok’s Chinese parent company, ByteDance, divest its U.S. operations by January 19, 2025, to avoid a nationwide ban. This decision stems from national security concerns regarding data access by foreign adversaries.

TikTok plans to appeal to the Supreme Court, which could delay enforcement. With over 170 million active U.S. users, many of whom rely on it for business operations, this legal development underscores the importance for entrepreneurs to prepare for potential disruptions to their TikTok-dependent business models.

If ByteDance is forced to sell TikTok’s U.S. operations, the outcome could go in a few different directions. A U.S.-based company could take over TikTok’s assets, potentially easing some national security concerns and allowing the platform to continue operations under new management. This might lead to changes in the platform’s policies, monetization options, or even the algorithm, as the new owner seeks to align with U.S. regulations and maximize profitability.

However, it could also mean disruptions during the transition, possible rebranding, or alterations to user data policies. Entrepreneurs should stay flexible and be ready to adapt to any changes that might come with new ownership.

I Don’t Get It – Why Are They Being Banned?

One of the key reasons TikTok is under scrutiny is its connection to ByteDance, its parent company based in China. In China, the government requires a stake in every business, effectively making the government a partner or owner. This arrangement gives the Chinese government the legal authority to access company data at any time.

Even though TikTok’s U.S. operations store data on Amazon servers located within the United States, this does not eliminate the possibility of the Chinese government demanding access to that data through ByteDance. These concerns have raised alarms about potential risks to national security and user privacy, as such access could expose sensitive information.

This unique ownership structure—and the lack of safeguards against governmental interference—is a major reason why U.S. lawmakers are considering a ban or forcing ByteDance to sell TikTok so that it no longer has China government ownership. Many people are unaware of this ownership requirement for companies in China, which highlights just how complex the situation truly is.

How Long Might the TikTok Decision Take?

The timeline for resolving TikTok’s future in the U.S. could be lengthy. Legal battles, negotiations, and regulatory reviews might stretch well into 2025, especially with an appeal to the Supreme Court. However, unexpected developments could accelerate the timeline. Entrepreneurs must be proactive; waiting for a definitive resolution could leave you scrambling at the last minute.

By starting now, entrepreneurs can build a strong foundation that will sustain their businesses regardless of the outcome, ensuring they’re ready whenever changes happen.

How Entrepreneurs Are Using TikTok Today

TikTok isn’t just a social media platform; it’s a powerful sales engine, marketing tool, and community builder for entrepreneurs of all sizes and industries. TikTok Live has become one of the fastest growing sales platforms online.

Here are a few ways entrepreneurs are leveraging TikTok today:

TikTok Lives for Real-Time Sales

Many entrepreneurs use TikTok Lives as their primary (or sole) sales channel. They go live to showcase products, interact with viewers, and close sales on the spot. This is particularly popular for small businesses and MLM sellers, where direct, personal connections are key to driving purchases.

Examples:

• Bomb Party: A popular MLM company that sells surprise jewelry. Representatives go live on TikTok to unbox and do a surprise reveal of jewelry, creating excitement and driving sales in real-time. An example is @grimoiregems … this is my niece as a BP rep and I freely admit that it’s fun and addicting to watch (and buy! lol)

• Pink Lily Boutique: A clothing retailer that uses TikTok Lives to showcase new arrivals and engage directly with their audience, converting viewers into buyers.

TikTok Shop for Seamless eCommerce

Many entrepreneurs use TikTok Shop to sell physical products. From handmade crafts and custom goods to dropshipping and reselling, TikTok Shop allows creators to link their products directly within their videos, making it easy for viewers to buy with just a few clicks.

Examples:

• The Painted Poppy Co.: A small business specializing in handmade decor that uses TikTok Shop to link directly to their items, making purchasing straightforward for viewers.

• Fidget Toy Plus: A dropshipping store that uses TikTok Shop to promote and sell their trending fidget toys directly through viral content.

Service-Based Businesses Gaining Clients

Service providers, such as coaches, consultants, or photographers, use TikTok to share tips, showcase their work, and build authority. Their goal is to drive viewers to book appointments, sign up for services, or join email lists.

Examples:

• Jera Foster-Fell: A lifestyle creator who shares motivational content, self-care tips, and relatable advice. She leverages TikTok to build a strong personal brand and directs her audience to resources like workshops and digital products.

• Sorelle Amore: A photographer who uses TikTok to showcase her portfolio and tips, encouraging potential clients to hire her for shoots.

Content Creators Monetizing Engagement

Some creators generate income not from products or services but from TikTok itself. They entertain, educate, or inspire audiences, earning money through TikTok Gifts during Lives or sponsorship deals with brands.

Examples:

• Brittany Broski: Known as the “Kombucha Girl,” she entertains audiences with humor and monetizes her TikTok Lives through viewer gifts and brand sponsorships.

• Nick Cho (Your Korean Dad): A TikTok creator who provides comforting, fatherly advice and earns income through sponsorships and viewer engagement.

Influencers with Multi-Platform Presence

Many influencers started their journey on Instagram or YouTube but have now built massive audiences on TikTok, using it as another platform to monetize their influence through brand deals and sponsorships.

Examples:

• The Kardashians: Members of the Kardashian family leverage TikTok to promote their own brands, including Kylie Cosmetics and Skims, while engaging millions of followers with personal content.

• Charli D’Amelio: Originally known for her dance content on TikTok, Charli has built a significant following across multiple platforms and leverages her TikTok presence for brand partnerships and product promotion.

Multi-Platform Entrepreneurs

Larger businesses and established entrepreneurs often use TikTok as one piece of a larger strategy. They repurpose content for other platforms, drive traffic to their websites, and use TikTok as a discovery tool to bring in new customers.

Examples:

• Duolingo: A language-learning app that leverages TikTok for quirky, humorous content featuring their mascot, driving engagement and downloads across multiple platforms.

• Gymshark: A fitness apparel brand that repurposes TikTok content across multiple platforms to build brand recognition and drive sales through their website.

Omnichannel Marketing by Conglomerates

Some of the largest conglomerate corporations use TikTok as part of an extensive omnichannel marketing strategy. These household names leverage TikTok to tap into its younger demographic and use it to complement their presence across other platforms, TV, and in-store promotions.

Examples:

• Nike: Uses TikTok to engage younger audiences with challenges, athlete partnerships, and behind-the-scenes content, while driving traffic to its online store and physical outlets.

• McDonald’s: Creates TikTok campaigns to promote new products or events, working in tandem with TV commercials, in-app promotions, and partnerships with influencers to create a cohesive brand message.

Each of these use cases depends on TikTok in unique ways, but they all share a vulnerability: the platform’s potential ban could disrupt their income and growth. No matter how you’re using TikTok, preparing a backup plan is essential.

Yet, it’s not a “sales” platform, and we all do well to actually remember that and consider it during our planning. What it’s becoming known for may or may not be what it continues to be known for, especially if the platform requires pivots due to the pending lawsuits – even if it isn’t shut down.

By understanding how TikTok is integrated into various business models—from live selling to influencer partnerships—entrepreneurs can identify vulnerabilities and opportunities. This awareness is the first step in building a diverse and resilient digital presence, ensuring continuity no matter what happens to TikTok.

Steps to Prepare for a Potential TikTok Ban

To ensure your business remains resilient in the face of TikTok’s uncertain future, take the following steps:

1. Assess How Much You Rely on TikTok

Understanding your current reliance on TikTok is crucial to determine how to prepare for any potential disruption. 

Scoring Instructions:
For each question, select the option that best describes your current situation and note the corresponding score. Add your scores together at the end to understand your overall reliance on TikTok.

• What percentage of your sales come from TikTok Shop or Lives?
  • • 1: TikTok accounts for less than 10% of sales (minimal reliance).
  • • 2: TikTok accounts for 10-25% of sales.
  • • 3: TikTok accounts for 26-50% of sales.
  • • 4: TikTok accounts for 51-75% of sales.
  • • 5: TikTok accounts for over 75% of sales (heavy reliance).

• How much of your audience engages with you exclusively on TikTok?
  • • 1: Most of your audience interacts across multiple platforms (minimal reliance).
  • • 2: A small portion of your audience is TikTok-exclusive.
  • • 3: A significant portion of your audience is TikTok-exclusive.
  • • 4: A majority of your audience is TikTok-exclusive.
  • • 5: Nearly all your audience is TikTok-based (heavy reliance).

• Would your current operations survive if TikTok disappeared tomorrow?
  • • 1: Your business would experience minor setbacks (minimal reliance).
  • • 2: Your business would experience moderate disruption but recover quickly.
  • • 3: Your business would struggle significantly but could eventually recover.
  • • 4: Your business would face severe difficulties with uncertain recovery.
  • • 5: Your operations would collapse entirely without TikTok (heavy reliance).

• What other digital presence do you already have that is NOT a third-party platform?
  • • 1: You have a robust website, email list, and other owned assets (minimal reliance on TikTok).
  • • 2: You have a moderately strong independent presence but still rely on TikTok.
  • • 3: You have limited independent assets and depend on TikTok significantly.
  • • 4: You have very few independent assets and rely heavily on TikTok.
  • • 5: You lack independent assets entirely (heavy reliance).

Total Score:
Add up your scores for all four questions: _______

Interpret Your Results:

• • 4–7: Minimal dependency on TikTok. You’re in a strong position but should maintain and improve your independent assets.

• • 8–12: Moderate dependency on TikTok. Begin diversifying your platforms and building independent assets.

• • 13–17: High dependency on TikTok. Focus on strengthening your foundation to mitigate risks.

• • 18–20: Critical dependency on TikTok. Immediate action is required to secure your business’s future.

Evaluating your reliance on TikTok is a critical step in understanding your business’s risk exposure. This scoring system will help you identify which aspects of your operations depend heavily on TikTok and where you should prioritize diversification efforts.

2. Build Your Own Digital Foundation

Two of the very basic marketing pieces that I recommend every entrepreneur have from very early in their journey is an email list that you own and a website that you own. These two things are some of the only content and branding that can be entirely under your control, allowing you to bypass unexpected and potentially business-ending issues of any third-party type of platform.

What is a Third-Party Platform?

A third-party platform is any service where someone else controls your access and also all of the underlying stuff that makes the platform run. 

These platforms not only have the power to remove any or all of your data, revoke your access or ban your account and get to choose whether or not you get it back, and can also completely change their terms or functionality at any time and without warning, leaving you scrambling to adapt. 

This includes ALL social media platforms like TikTok, Instagram, and Linktree, where you don’t own the underlying content or audience. It also includes website and eCommerce platforms such as Shopify, Etsy and Amazon, where entrepreneurs might sell products but rely entirely on the platform’s rules and algorithms to reach customers. If access is restricted or accounts are suspended, sellers often lose years of hard work, as was the case with entrepreneurs I’ve worked with who suddenly lost their entire Etsy store and had their eBay storefronts closed down without recourse.

Start an Email List

An email list is one of the most valuable assets you can have. It’s a direct line to your audience that you fully control, unlike social media platforms or any third-party platforms. It’s very easy to get started building your list, and is therefore the number 1 strategy that I always recommend all entrepreneurs start with. 

Getting started is simple and involves choosing your email marketing platform. Use platforms like Mailchimp (my favorite), ConvertKit, or MailerLite (also used by many of our clients). Each has different features to suit various needs.

But Wait, Vicky … Why Can’t I Just Use My Gmail (or Whatever)?
Using a personal email service like Gmail, Yahoo, or Outlook for your email marketing might seem convenient, and it’s free (or part of what you already pay) but it’s not a viable solution for your business for several reasons:

• Legal Compliance: Personal email accounts are not equipped to handle compliance with anti-spam laws like GDPR or CAN-SPAM. Without documented consent tracking and opt-out features, you risk potentially big fines and legal repercussions. It only takes one complaint.

• Deliverability: Bulk emails sent from personal accounts often get flagged as spam, reducing the chances of reaching your audience. Because of this, most of those programs won’t even let you send bulk emails.

• Lack of Features: Personal email accounts lack automation, segmentation, and analytics—key features for growing and managing an engaged email list.

• Professionalism: Sending marketing emails from a personal account looks less professional and can diminish trust in your brand.

Using an email marketing platform ensures your campaigns are effective, legally compliant, and professional, setting you up for long-term success.

Client Favorite Email Platforms

Mailchimp

• Free Plan: Supports up to 500 subscribers with limited features.

• Paid Plan: Unlocks advanced automation, analytics, and A/B testing.

• Best For: Beginners who want a user-friendly interface and broad integrations with other tools.

• Pros: Easy to use, robust integrations, reliable support.

• Cons: Higher pricing tiers can become expensive as your list grows.

• SMS Integration: Mailchimp offers SMS features, which come with additional costs.

ConvertKit

• Free Plan: Allows up to 1,000 subscribers but has limited automation.

• Paid Plan: Includes advanced automation and tagging features, ideal for creators focusing on content delivery.

• Best For: Content creators and small businesses that need tailored audience segmentation.

• Pros: Excellent for creators, intuitive automation workflows, strong community support.

• Cons: Fewer design options for email templates; basic features on the free plan.

• SMS Integration: ConvertKit offers SMS options through third-party integrations.

MailerLite

• Free Plan: Offers up to 1,000 subscribers and 12,000 monthly email sends.

• Paid Plan: Adds advanced automations, reporting, and premium templates.

• Best For: Growing small to medium-sized businesses looking for affordability and functionality.

• Pros: Affordable pricing, user-friendly design, strong automation features.

• Cons: Limited integrations compared to competitors.

• SMS Integration: MailerLite integrates SMS features via paid plans or third-party tools.

Understanding Anti-Spam Laws: Compliance with laws like GDPR and CAN-SPAM is non-negotiable. These require documented consent when collecting email addresses. Using an email marketing platform ensures you meet these standards.

Asking for Permissions: Always request specific and documented approval when collecting email addresses. The platforms above are designed to collect and store that approval for you. Highlight the benefits of joining your list, such as exclusive offers, early product announcements, or valuable insights. Similarly, while you’re collecting email information, consider collecting phone numbers for SMS marketing – but note that there are separate and more restrictive permissions for text that we will speak about shortly. Non-compliance with these permissions for email and text can result in fines and legal actions.

Engaging Consistently: Begin by sending welcome emails, regular updates, or exclusive content to keep your audience engaged. Ensure every email adds value to build trust and loyalty. Share behind-the-scenes updates, promotions, or useful tips to maintain connection and engagement.

SMS Marketing

While building your email list, since you are already collecting some contact information consider adding SMS marketing to your strategy and collect cellphone numbers (and the required separate permissions). Text messaging often has higher open rates than email, making it a valuable way to reach your audience. 

Remember, SMS marketing requires a similar but distinct set of permissions to remain compliant.

Email and SMS marketing are powerful tools when used together. For example, you can send an email with a detailed product launch teaser, followed by a text message reminder just before the launch goes live. These channels work best when they are integrated into a cohesive strategy, maximizing reach and engagement.

• Costs: Unlike email platforms that often have free tiers, SMS marketing always comes with costs. These can range from $20 to $100 per month, depending on the size of your list and frequency of messages.

• Compliance: Ensure you follow FCC guidelines, which require explicit consent for sending text messages, and this consent is separate from email consent (with it’s own specific requirements). Simply texting from your phone won’t meet these requirements, as documented approvals and opt-out mechanisms are mandatory. Violating these rules can result in significant fines.

Choosing an SMS Platform

Text message marketing is a valuable channel for direct audience engagement. Here are three recommended and client-favorite SMS platforms and their features:

Twilio

• Features: Highly customizable API for SMS, MMS, and even WhatsApp messages.

• Best For: Developers and businesses with technical expertise who need a flexible, scalable solution.

• Pros: Robust API, global reach, integration with various systems.

• Cons: Steeper learning curve and cost for small businesses without technical resources.

Klaviyo

• Features: Combines email and SMS marketing for seamless campaigns.

• Best For: E-commerce businesses that want integrated email and SMS strategies.

• Pros: Easy integration with e-commerce platforms like Shopify and WooCommerce, detailed analytics.

• Cons: Higher pricing for advanced features.

EZ Texting

• Features: User-friendly platform for SMS campaigns, including text-to-join options and scheduling.

• Best For: Small businesses looking for an accessible and straightforward texting solution.

• Pros: Simple interface, quick setup, text automation.

• Cons: Limited customization compared to advanced platforms.

Create a Website

Your website serves as the central hub of your digital presence, offering full control over how you interact with customers. Whether you’re directly selling products, promoting services, or establishing authority in your field, a well-built website is essential.

In addition to an email list, which is easier to immediately implement, having your own website is the second piece that I recommend for all starting entrepreneurs. Keep in mind that it usually takes longer, which is why I recommend you tackle it second.

Having your own website works for any type of entrepreneur:

• Direct Sellers: If you sell your own products, consider using WordPress with WooCommerce to set up an eCommerce store. This combination offers flexibility, scalability, and full ownership over your content and data.

• MLM or Restricted Sellers: Even if you can’t sell directly through your website and are required to make sales through the company’s site, your website can still serve as a vital resource for educating visitors, capturing leads, and showcasing your personal brand. For example, share tips related to your products, testimonials, and redirect visitors to your MLM-provided sales link. There’s also something huge to be said about longevity for your business … if you decide to diversify later or even completely switch companies, your website will still be the same spot for all of your followers, no matter what you do.

• Focus on Ownership: Avoid reliance on third-party platforms like Etsy or Shopify, which can limit your control. A self-hosted WordPress site ensures long-term independence. With WordPress, you can customize your website to meet your specific needs, whether it’s a blog, an informational hub, or a fully-fledged eCommerce store.

• Keep It Simple: Your website doesn’t need to be overly complex. Start with key pages like an About page, Contact page, and a Product or Service Showcase. As your needs grow, expand with a blog or more interactive features. Remember, you own the content and the platform, which reduces the risk of losing access or data.

Plus, did you know that it’s super easy to create your own “link tree” on your own website! This gives you unlimited control over what is included and the design. Plus, all traffic is being sent to your own website – which is good for your own long-term SEO and having your own business get seen by Google, versus just giving all of that “link juice” to a different platform like “LinkTree” … who doesn’t need it.

Avoiding Third-Party Website Platforms

Since this entire article revolves around some of the drawbacks of third-party platforms, it’s important to recognize whether the website platform you’re considering is a third-party platform. 

Here’s how you can tell:

• Ownership: If the platform allows you to customize the layout or colors but still owns the underlying infrastructure, content, and audience data, it’s a third-party platform. For example, Shopify or Etsy might let you adjust the design, but you don’t own the full framework of the site.

• Dependency: If the platform can suspend your account, change its terms, or restrict access to your audience without notice (not including for you not paying your website fees), then you are dependent on their rules and policies.

• Restrictions: Watch for limits on how you can structure your store, and reliance on the platform’s algorithms for visibility—all signs of a third-party setup.

Why I Don’t Recommend Third-Party Website Platforms
While these platforms may seem convenient and easy to set up, they come with significant risks:

• Lack of True Control: Customizing the appearance doesn’t mean you own the site. If the platform changes its rules or shuts down your account, your business is at risk.

• Ownership Issues: Your audience, content, and even reviews can disappear immediately – and possibly never be recovered – if your account is suspended or closed.

• Hidden Costs: Transaction fees and add-ons, on top of whatever the platform itself is costing you, often erode your profits, making them less cost-effective in the long run.

What I Recommend Instead
A self-hosted WordPress website (this is not one on wordpress.com) is the gold standard for business owners, even beginners, who want to maintain full control and scalability. There’s a reason why nearly half of businesses around the globe choose WordPress.

• Complete Ownership: You own the site entirely, including the data, content, and structure. You can export it all and move it to hosting elsewhere. You can store backups on your computer or elsewhere. You can change it at your whim (don’t … but you can).

• Customizability Without Limits: WordPress offers thousands of themes and plugins, so many of them free, allowing you to build exactly what your business needs without being restricted by platform rules.

• Resilience: Your site isn’t subject to the whims of external platforms, ensuring stability and security as your business grows.

If this sounds intimidating, remember that you don’t have to tackle it alone—or even do it yourself. There are step-by-step guides and affordable services that make creating a WordPress site manageable, even for beginners.

You have options. If you’re unsure where to begin, I offer an online DIY website course with complete step-by-step instructions and a 50% discount for readers of this article by using code TIKTOKPIVOT. I walk you through videos of exactly what I do to create a real, live website for clients, starting with the most basic planning you need to do, through setup of the basics and additional optional features, plus access to chat and email support.

Or, rather than spending time struggling (even with a course) with technicalities outside your Zone of Genius, consider hiring experts – like us – to handle tasks like website development or SEO, allowing you to focus on growing your business. It’s the best way to completely take any potential headache completely away.

Relying on TikTok as your primary or sole platform leaves you vulnerable. Diversify your social media presence by establishing a footprint on other platforms like Instagram, YouTube, Facebook, or Pinterest. Here’s how:

Choose the Right Additional Social Platforms

Evaluate your audience and determine where they spend time. Also consider the platforms that you are already using, even if it’s only personally and not for your business.

Consider these factors to help you decide:

• What platforms are you already personally using? Any platform that you regularly use for yourself is easier to implement for your business, since it’s somewhere that you’re already regularly visiting.

• Is live selling important to your business model? If so, prioritize platforms that offer robust live features, such as Instagram Live or Facebook Live.

• Is your product or service visually appealing? Instagram might be the best options for highly visual offerings.

• Does your audience prefer long-form content? YouTube may be ideal for tutorials, reviews, or in-depth discussions.

• Is your target demographic younger or more community-driven? Platforms like Instagram and Snapchat are great for younger audiences, while Facebook is better for building communities with mixed age groups.

Explore Alternative Video Platforms

TikTok might be your primary platform now, but it’s essential to explore and establish a presence on other video platforms that align with your content and audience. Here’s a breakdown of viable alternatives:

Instagram

• How It Works: Short-form video feature within Instagram; Live videos with up to a 4-hour limit, similar to TikTok in format.
• Features Similar to TikTok: Live Shopping (connect a store for direct sales), badges (similar to gifts), question stickers, and polls for audience engagement.
• Pros: Established user base, integration with Instagram’s larger ecosystem (Stories, Feed, Shop).
• Cons: Limited discoverability compared to TikTok; content competes with Instagram’s broader content types.
• Best For: Brands with visual products or those already using Instagram.

YouTube Shorts & Live

• How It Works: Bite-sized videos on YouTube under 60 seconds and long-form live streaming via YouTube Live.
• Features Similar to TikTok: Super Chats and Super Stickers (monetization similar to gifts), memberships (subscriptions), and clickable links in descriptions.
• Pros: Long-term content visibility, monetization opportunities, integration with longer videos.
• Cons: Slower audience growth compared to TikTok; less interactive features for live selling.
• Best For: Creators producing tutorials or evergreen content with live Q&A or product demonstrations.

Snapchat Spotlight

• How It Works: User-generated short-form video content within Snapchat.
• Features Similar to TikTok: While not live, it encourages direct engagement through Story Ads and organic content. No live streaming monetization like TikTok’s gift model.
• Pros: Newer platform with less competition; cash incentives for high-performing videos.
• Cons: Limited analytics and insights for creators; audience skewed younger.
• Best For: Creators targeting Gen Z with casual, trend-based content.

Twitch

• How It Works: A live-streaming platform originally popular for gaming but now widely used for niches like art, cooking, music, and live discussions.
• Features Similar to TikTok: Subscriptions, gifting through bits (similar to TikTok’s virtual gifts), sponsorship opportunities, and in-stream ads.
• Pros: Strong community engagement, robust monetization options (subscriptions, ads, tips), and a highly interactive format.
• Cons: Heavily reliant on live content, making it time-intensive for creators; primarily used by niche audiences.
• Best For: Entrepreneurs focusing on live selling, niche communities, or providing real-time content.

Triller

• How It Works: A music-focused video platform offering auto-editing tools for short-form videos.
• Features Similar to TikTok: Monetization via brand sponsorships and collaborations; lacks built-in live gifting or subscriptions.
• Pros: Partnerships with artists and a strong focus on music content.
• Cons: Smaller audience compared to TikTok or Instagram.
• Best For: Music creators and brands targeting younger audiences.

Likee

• How It Works: A video-sharing platform with advanced effects like face-swap and virtual makeup.
• Features Similar to TikTok: Live streaming with virtual gifting and fan subscriptions.
• Pros: Highly visual and interactive, with a strong recommendation algorithm.
• Cons: Less popular in Western markets, limiting reach.
• Best For: Creators targeting international audiences, particularly in Asia.

Clapper

• How It Works: A TikTok alternative focused on real lives and community engagement.
• Features Similar to TikTok: Live streaming with tipping options but lacks store integrations or gifting systems.
• Pros: No ads or interruptions; promotes authenticity.
• Cons: Smaller user base.
• Best For: Mature audiences seeking an ad-free platform.

Lemon8

• How It Works: A photo and video-sharing platform merging Instagram aesthetics with Pinterest inspiration.
• Features Similar to TikTok: No live streaming or monetization yet but great for visual storytelling and product promotion.
• Pros: Early adoption opportunities for creators.
• Cons: Limited features compared to TikTok.
• Best For: Lifestyle, fashion, and beauty creators.

Favorited

• How It Works: A rising short-form video app emulating TikTok’s style and features.
• Features Similar to TikTok: Similar format but lacks monetization options like gifting and subscriptions.
• Pros: Simple interface and low competition.
• Cons: Smaller audience; no live capabilities yet.
• Best For: Early adopters experimenting with short-form content.

Quick Video Comparison

Platform	Best For	Key Features
Instagram Reels & Live	Visual products, lifestyle	Broad reach, live shopping, badges (gifts), question stickers, polls
YouTube Shorts & Live	Tutorials, evergreen content	Long-term visibility, memberships (subscriptions), Super Chats/Stickies, live Q&A
Pinterest	Inspirational, evergreen ideas	High conversion for products, storytelling through Idea Pins
Clapper	TikTok-like content for niche audiences	Creator-first policies, live streaming with tips, no ads
Lemon8	Lifestyle, fashion, beauty	Combines TikTok’s style with Pinterest’s feel; no live features yet
Snapchat Spotlight	Short, engaging, trend-based videos	Organic video reach, Story Ads; no live streaming
Twitch	Live selling, community building	Subscriptions, gifting through bits, sponsorship opportunities
Likee	International audiences, creative content	Virtual gifting, fan subscriptions, live streaming

3. Repurpose TikTok Content

Adapting your TikTok videos for other platforms is key to maintaining your audience’s interest. Use the following strategies:

• Instagram Reels and Facebook Stories: Trim your TikTok videos to fit the shorter formats and adjust captions to align with the platform’s tone. Focus on eye-catching hooks within the first few seconds to maximize engagement.

• YouTube Shorts: TikTok videos often translate seamlessly into this format, but to stand out, consider prepending or appending additional short footage. For example, add an intro or outro tailored to YouTube’s audience, such as “Don’t forget to subscribe for more tips!”

• Pinterest Idea Pins: Highlight key moments or create step-by-step visual guides based on TikTok content. Pinterest’s format is ideal for showcasing tutorials, recipes, or product features in a structured way.

Pro Tip: Save all TikTok videos with clean, watermark-free versions using tools like SnapTik or Kapwing to make your content look native on each platform. Native-looking content tends to perform better as it aligns with audience expectations on different platforms.

Engage Your Audience

Success on other platforms isn’t just about posting—it’s about fostering meaningful engagement. Here are some ideas:

• Instagram: Use polls, Q&A stickers, and interactive Stories to encourage participation. Create carousel posts that dive deeper into topics or showcase multiple products.

• YouTube: Ask questions in video descriptions and encourage viewers to comment with their opinions or experiences. Responding to comments builds loyalty and signals to the algorithm that your content is engaging.

• Facebook: Create private groups or events to connect with your audience on a more personal level. Use these spaces to host discussions, share updates, or offer exclusive content.

• Pinterest: Encourage followers to create their own Idea Pins inspired by your content. For example, if you’re a fashion retailer, ask followers to Pin their own outfit ideas featuring your products.

Cross-Promote to Bring TikTok Followers Over

Use TikTok while you can to direct your followers to other platforms. Avoid generic CTAs like “Follow me on Instagram for more.” Instead, be specific and enticing:

• “Join my exclusive Facebook group for behind-the-scenes tips and live Q&As!”

• “Subscribe to my YouTube channel for full tutorials, product reviews, and bonus content.”

• “Follow me on Instagram to see daily styling tips, polls, and interact live.”

By tailoring your approach to each platform’s strengths, you’ll not only diversify your audience but also build a stronger and more resilient digital presence.

4. Strengthen Community Engagement

Building a resilient community is crucial in preparing for a post-TikTok scenario. Strengthen your connections by leveraging private groups, email marketing, and personal engagement.

Private Communities

Create spaces where your audience can gather and engage in meaningful interactions. Here are a few platform options, along with their pros and cons:

• Facebook Groups: Great for building large, interactive communities. Facebook’s tools for polls, live sessions, and announcements make it versatile. However, it’s a third-party platform, and you’re subject to their rules and algorithm changes.

• Discord Servers: Ideal for fostering close-knit communities with structured topic channels. While it has a learning curve, Discord offers great customization and control for niche audiences.

• WhatsApp Groups: Best for small, highly engaged groups. It’s personal and direct, but limited in terms of scalability and organization.

• WordPress-Based Forums: A self-hosted option that gives you full ownership of your community right on your own website. While it requires more setup, platforms like bbPress allow you to create forums fully under your control.

Real-Life Example

A small jewelry business transitioned its TikTok followers into a private Facebook Group. They encouraged members to join by offering exclusive discounts and live Q&A sessions. Within months, the group became a thriving community where fans shared photos, provided feedback, and placed custom orders—ensuring the business’s success beyond TikTok.

A beauty brand successfully transitioned its TikTok followers into a private Discord server by offering exclusive product previews and tutorials. This platform became a hub for customer engagement and feedback, solidifying the brand’s community beyond TikTok.

Regardless of the platform, encourage interactions similar to TikTok—like hosting challenges, Q&A sessions, or exclusive sneak peeks—to keep your audience engaged.

Personalized Content

Leverage email marketing to build deeper relationships with your audience. Here’s how:

• Segment Your List: Group your subscribers by their interests or purchase behavior to send more targeted messages.

• Provide Value: Share exclusive content, such as tutorials, behind-the-scenes updates, or special offers. Highlight the benefits of staying connected beyond TikTok.

• Maintain Consistency: Send regular emails to keep your audience engaged. For instance, a monthly newsletter with updates and curated content can reinforce your brand’s presence.

Community Interaction Beyond TikTok

Use your email list and other platforms to drive engagement activities:

• Interactive Content: Host surveys, polls, or voting contests in your emails or on other platforms to encourage participation.

• Exclusive Events: Offer exclusive access to live webinars, workshops, or virtual meet-and-greets for your community members.

• Reward Loyalty: Provide incentives for participation, such as discounts, free resources, or early access to products.

Building and strengthening your community across multiple platforms ensures that your business remains connected with its audience, no matter what happens to TikTok.

Partnership & Collaboration Strategies:

Build partnerships with influencers who have already established audiences on platforms like Instagram, YouTube, or Pinterest. Cross-promoting with them can help diversify your audience and prepare for post-TikTok scenarios.

5. Build a Resilient Content Strategy

Your content should drive your audience across multiple platforms and build a safety net if TikTok disappears. Consider these strategies:

Protect Your Existing Content

Losing access to TikTok could mean losing years of valuable content. Here’s how to safeguard your assets and prepare for the unexpected:

Back Up Your TikTok Videos

• Use tools like SnapTik or MusicallyDown to download videos without watermarks.

• Save videos in organized folders by topic or series to make repurposing easier.

Create a Content Repository

• Establish a central hub for all your content (e.g., a cloud location like Google Drive, Dropbox, or a dedicated external hard drive).

• Include not only videos but also captions, hashtags, and engagement metrics to replicate successful strategies on other platforms.

• It’s okay to use content more than once, even on the same platform. Obviously you won’t want to do this several days in a row, but studies still say that people need to see your message more than once before it ever starts to sink in.

Adapt Content for Longevity

• Transform high-performing TikTok scripts into blog posts, newsletters, or eBooks.

• Create evergreen versions of trendy content to keep it relevant across platforms.

Plan for Platform Transitions

• Keep detailed analytics on what resonates with your audience so you can replicate success on other platforms.

• Develop templates for captions, video descriptions, and thumbnails to maintain consistency across platforms.

Add Evergreen Content

Evergreen content remains relevant over time, driving consistent traffic and engagement. Invest in creating:

• How-to Guides and Tutorials: If you’re an influencer or service provider, create content that answers common questions or solves recurring problems your audience faces. For example, a fitness coach could produce tutorials on proper exercise form, or a reseller could share guides on finding the best deals.

• Inspirational Content: Lifestyle creators and MLM sellers can focus on motivational stories, quotes, or visuals that resonate with their audience and align with their brand identity. For instance, a beauty consultant might share transformational client stories or personal development tips.

• Product Demonstrations: For entrepreneurs selling physical goods—whether handmade items, retail products, or fitness apparel—demonstrate your offerings in ways that remain useful regardless of trends. A jewelry maker could highlight the durability and style of their pieces, while a fitness brand might showcase apparel in action.

• Case Studies or Testimonials: Service-based businesses, like coaches or consultants, can showcase long-term client success stories. This positions your offerings as solutions that deliver consistent, repeatable results over time.

• Educational Explainers: Businesses involved in niche markets, such as tech or specialized services, can break down complex topics into digestible, evergreen content. For example, a tech consultant could explain how to troubleshoot common software issues.

Evergreen content ensures your effort isn’t wasted on fleeting trends and continues to provide value long after publication.

Consistent Cross-Promotion

Take advantage of TikTok while it’s available to guide your audience to other platforms. Effective cross-promotion strategies include:

• Integrated CTAs: End your TikTok videos with clear calls-to-action, such as, “Find the full tutorial on my YouTube channel!” or “Join my email list for exclusive discounts.” While I only recommend one CTA per piece of content, given the nature of any TikTok Live videos, you have ability to sprinkle different requests throughout where they make the most sense; but still end with only one … and if you’re trying to diversify platforms just in case, you want it to be directing them to your own website or email list.

• Platform-Specific Teasers: Share snippets or previews on TikTok with a prompt to view the full content elsewhere, like Instagram Reels or Pinterest boards.

• Engagement Rewards: Encourage followers to engage with you on multiple platforms by offering special incentives, such as giveaways or exclusive content.

Create a Repurposing Workflow

Establish a system to efficiently adapt TikTok content for other channels:

1. Plan for Reuse: When creating a TikTok video, consider how it could be expanded or condensed for use elsewhere.

1. Batch Processing: Dedicate time to edit and repurpose multiple TikTok videos in one session for optimized efficiency. Or outsource when able.

1. Tailor Content to Platforms: Adjust visuals, captions, and hashtags to align with the norms and audience preferences of each platform.

By focusing on these strategies, you’ll build a resilient content strategy that not only safeguards your business against TikTok’s potential disappearance but also strengthens your brand’s presence even if you are able to continue using TikTok forever.

Recommended Tools for Protecting Content

• SnapTik: Download TikTok videos without watermarks.

• Kapwing: Edit and repurpose videos for other platforms.

• Google Drive: Organize your content library for easy access

With a strong foundation of evergreen and repurposable content, the next step is ensuring your audience moves seamlessly through your marketing and sales funnel. This connection transforms interest into action and drives sustainable growth across your platforms.

These strategies align with our concept of Beyond-the-Graph Growth™, emphasizing a business model that thrives not just through metrics but through adaptability and resilience, ensuring long-term success not just for your bottom line but beyond into your life and your deep reasons for becoming an entrepreneur.

6. Optimize Your Marketing/Sales Funnel

Optimizing your sales funnel is crucial to ensure that all the traffic you generate leads to meaningful conversions. A well-structured funnel helps guide your audience from discovery to purchase, regardless of where they first encounter your brand.

Think you don’t already have a funnel? Think again. It’s not any specific software or system that creates your funnel, which a lot of people incorrectly think (primarily due to what the companies that sell those funnel platforms tell you.)  If you have EVER made a sale, you already have a funnel. It just might not be optimized.

Optimizing that “funnel” process is so important that I have an entire article devoted to that at https://vickywu.us/the-art-of-crafting-engaging-marketing-funnels/

To ensure a seamless customer journey, start by mapping out your sales funnel across platforms. Identify where your audience engages most and how they convert to customers. This clarity will help you optimize each stage of the funnel and reduce overreliance on TikTok.

Here are several strategies to optimize your sales funnel and create resilience in your marketing efforts:

Add Your Products to Your Website

For those who can sell directly from your own website, that site becomes the central hub for all traffic and conversions—customers may find you on TikTok or Instagram, but they complete their purchase on your website, where you own the entire experience. As I’ve already mentioned, a WordPress-based solution with WooCommerce is an excellent option for maintaining ownership of your store, reducing vulnerability, and ensuring scalability.

For MLM sellers who may not be able to sell products directly through their own website, having a personal website is still invaluable. It provides a space to share information, build credibility, and guide visitors to the MLM’s sales platform while ensuring you capture potential customer information—like email addresses—for follow-up. In this case, the website fits into the funnel as an information hub that connects prospects to the MLM sales portal while building your personal brand.

Create a Streamlined Multi-Channel Sales Strategy

Develop a cohesive sales strategy that connects customers to your brand across multiple platforms, whether TikTok is still available or not. If TikTok is available, use it to engage directly with your audience through live video selling. Continue leveraging TikTok Lives to showcase products and interact with customers, but always guide viewers to your website for more information, follow-ups, or purchases. This way, you ensure that even if TikTok disappears, your audience knows where to find you and continue their purchasing journey.

For non-TikTok strategies, focus on some of the platforms we have discussed such as Instagram, Facebook, YouTube, and even Pinterest to showcase products, build brand engagement, and ultimately drive traffic back to your main website. Create consistent calls to action that guide followers from those social media channels to the platform you fully control, ensuring you maintain ownership of your customer relationships regardless of what happens to TikTok.

Optimizing Each Stage of the Funnel

Optimizing your sales funnel means looking at every stage and ensuring that the customer experience is smooth and consistent, no matter where they start. Here are key steps to consider:

Awareness: Unified Branding Across Platforms

Ensure your branding is consistent across all channels—same tone, visuals, and messaging. Whether someone finds you on TikTok, Instagram, or YouTube, the brand experience should feel cohesive. This helps build recognition and trust right from the start.

Consideration: Seamless Transitions Between Platforms

Make it easy for customers to move from one platform to another. Use clear calls to action, consistent links, and cohesive product offerings. For instance, during a TikTok Live, mention that viewers can find more detailed information or exclusive content on your website or other social platforms.

Conversion: Cross-Promotions and Drive to Owned Platforms

Guide your audience from social media to your owned platforms, like your website or email list, where you control the experience. Promote your different channels in a way that feels natural, such as mentioning a limited-time website discount on an Instagram post, or driving YouTube viewers to sign up for your email list to receive exclusive offers. Make sure each platform you use encourages viewers to ultimately engage with your core sales channel.

A customized sales funnel ensures your business can scale seamlessly. Mapping out each stage—awareness, engagement, and conversion—helps prevent bottlenecks. This reflects the tailored approach I recommend, where strategies are built to adapt and evolve with your business.

Test Running Ads

Advertising is a powerful tool for driving traffic and sales, but it’s important to be strategic, especially when preparing for a post-TikTok environment. You may feel that you already have a large following on TikTok, but diversifying now will help you maintain your reach and resilience if TikTok suddenly becomes unavailable.

Paid ads can be a quick way to help you push prospects to the platforms of your choosing, not only moving your current followers but picking up new ones along the way. But it’s important do it strategically.

By expanding your advertising efforts to other platforms, you ensure that your customer base isn’t reliant on a single source and can continue to grow in multiple spaces. This strategy will protect your sales funnel and customer relationships, regardless of changes in TikTok’s availability.

Tips for Testing Ads on Other Platforms:

To strengthen your funnel, you should understand how ads can help you reach each stage of the sales process. Here’s how you can do that effectively across different platforms:

• Instagram & Facebook Ads: Start small by testing specific audiences and content types. If you’ve had successful content on TikTok, adapt it for Instagram Reels or Facebook Stories to maximize performance. Instagram and Facebook ads are great for maintaining engagement with your current followers and for re-targeting viewers who interacted with TikTok content before.

• Pinterest Ads: Pinterest works well for product categories like home decor, DIY, or fashion. Test visually appealing Pins linked directly to your eCommerce website. Pinterest can help introduce your products to a broader audience during the awareness stage.

• Google Ads: Run keyword-based ads that drive potential customers to your product pages or blogs that offer value related to your offerings. These ads work well for audiences who are actively searching for solutions, helping drive them into the consideration stage of your funnel.

• A/B Testing: Run A/B tests with different ad creatives, messaging, and calls to action to understand what resonates best with your target audience and delivers results. This is crucial to determine the most effective ads for transitioning people from one stage of your funnel to the next.

Remember, the key to advertising success is to monitor your analytics closely. Track which platforms are driving the most conversions, and adjust your ad spend accordingly. Scaling effectively requires iteration and an ongoing assessment of what’s working. Using ads strategically in each stage of the funnel—from awareness to conversion—will ultimately strengthen your marketing resilience in a post-TikTok environment.

Prepare a Crisis Response Plan

A TikTok ban could happen suddenly, leaving many entrepreneurs scrambling to communicate with their audience. Having a well-thought-out crisis response plan ensures you can maintain trust and continuity. Here’s how:

Draft Communication Materials

• Email Templates: Prepare emails that explain the situation to your audience, inform them where to find you, and encourage them to stay connected on other platforms or through your email list. Get these ready to go now, while you have plenty of time to decide exactly what you want to say.

• Social Media Posts: Create posts for platforms like Instagram, Facebook, and Twitter that redirect followers to your other digital homes. Again, prepare ahead.

• Video Announcements: Record brief, personable video messages addressing the change and guiding your audience to alternative platforms.

Test Existing Links Now

Before an actual crisis occurs, test your redirect systems to ensure they work smoothly. For example, click every link in your bio and confirm it points to the correct destination. Run mock scenarios where a team member pretends to find you after TikTok’s disappearance to identify any gaps or confusion.

Set Up Traffic Redirect Systems

• Update Your Link-in-Bio: Ensure your TikTok bio includes links to your website, email sign-up, and other social platforms that you have chosen.

• Use Redirect Pages: If TikTok shuts down, direct your audience on other platforms to a central landing page (e.g., “Where to Find Me Now”) hosted on your website.

For instance, a client running fitness programs pre-recorded video announcements for sudden platform changes, and placed these videos everywhere online where they still had access including their website, email newsletter, and other social media platforms, guiding their audience to a new hub on Instagram and a dedicated landing page. This proactive measure ensured minimal disruption to their community.

Train Your Team

If you have a team, ensure they know how to respond to customer inquiries or confusion about your transition. This will help maintain professionalism and reduce downtime.

Stay Informed

Staying ahead of the curve ensures you can act swiftly and strategically in response to new developments. Here’s what to do:

Follow Trusted Sources

• News Outlets: Keep an eye on reputable sources like Reuters, Bloomberg, and The Verge for updates on TikTok’s legal status.

• Industry Experts: Follow social media analysts and legal professionals who specialize in digital marketing and technology policies.

Monitor Legislation

• Subscribe to newsletters or alerts from advocacy groups, regulatory agencies, or legal firms that monitor tech and social media policies.

Stay Connected in Communities

• Join forums, Facebook Groups, or Discord servers for entrepreneurs to share insights and strategies related to TikTok or other platforms.

Joining industry-specific forums or communities, like Reddit’s r/socialmedia or marketing-focused Slack groups, or groups like mine, can help you stay informed and connected. These spaces often share breaking news, actionable insights, and support during transitions.

By staying informed and engaging with professional communities, you’ll ensure your business is always ready to pivot when necessary, turning potential setbacks into opportunities for growth.”

Resources

Having access to the right tools and educational materials can make the transition smoother. Here are some recommended resources:

Online Guides

Kapwing’s Content Repurposing Guide: https://www.kapwing.com/resources/ 

Mailchimp’s Guide to SMS Marketing: https://mailchimp.com/sms-marketing/ 

Digital Marketing Diversification Tips: https://example.com/diversify-marketing 

Tools

• Email Marketing: Mailchimp, ConvertKit, MailerLite

• Content Backup: SnapTik, Google Drive, Dropbox

• Website Creation: WordPress, Bluehost, r

• Social Media Management: Buffer, Later, CloudCampaign