What the next 90 days could mean for creators and businesses
January 19, 2025, was a sad day for many creators using the popular platform, TikTok.
Many were posting farewells to their followers. Some reported to have completely abandoned the platform due to the uncertainty surrounding the law passed by Congress. Two hours before midnight, the platform went dark, cutting some off mid-sentence while Live Streaming.
What does this mean for the future of creators on TikTok? The proposed 90-day extension will reportedly give ByteDance a chance to divest TikTok away from a country considered a “foreign adversary”.
TikTok was only fully dysfunctional for about 13 hours before the ability to post resumed, surprising many bracing for at least of week of darkness.
What does this mean for the creator and business owner who has picked TikTok as their platform of choice?
TikTok has become a powerful marketing tool for businesses of all sizes. The platform’s algorithm allows small businesses and startups to reach millions of potential customers organically – a difficult task to accomplish on other platforms that require advertising dollars. A ban or substantial change could mean losing this unique marketing channel.
The go-forward plan should be to focus on alternate forms of social media. It takes time getting used to new things; it took time getting used to TikTok. Not putting “all your eggs in one digital basket” is a hard lesson to learn, but a necessary one.
Pick two or three platforms and start building a following. The future of TikTok may not look and feel the same once the necessary shares are sold off to accommodate the law. By diversifying your strategies and staying informed. You will be ready to thrive no matter what happens.
If you’re feeling unsure about how to navigate this shift or want to develop a strategy for your online presence, I’m here to help. Contact me for personalized business advice and let’s build a plan to keep you ahead of the curve!
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