E-commerce

Beyond TikTok: How to protect your business from platform disruptions

What would happen to your business if TikTok disappeared tomorrow?

After the controversial TikTok ban in the USA, this question isn’t hypothetical anymore. As business owners, we’ve all become acutely aware of the possibility that our marketing tools of choice could disappear in an instant. The reality is, the business world is incredibly volatile – and it always will be. I bet you still remember how Covid-19 turned the world upside down and forced businesses to adapt to a new normal.

I launched JRNY Digital in 2020, right in the middle of the pandemic. It wasn’t easy. I wasn’t just trying to survive myself – I was trying to help other businesses survive too. That experience taught me one thing: if you’re not ready to adapt, you’re already falling behind.

And that’s exactly what we’re seeing with TikTok.

The TikTok dependency problem

In 2023, TikTok reported generating $15 billion in revenue for over seven million small US businesses. Entire industries, creators and brands are built on TikTok.

But here’s the problem: many of them are all in.

I’ve talked to a few business owners about this and, while the ban hasn’t impacted their budgets yet, they’re worried. And honestly, they should be. Relying on TikTok – or any single platform – is like building a house on sand.

Platforms change. Algorithms shift. Entire strategies can become obsolete overnight. If your business depends entirely on one platform to survive, you’re taking a massive risk.

Short-form video isn’t going anywhere

Here’s the good news: the trend isn’t TikTok – it’s short-form video.

I’ve personally created short-form videos that helped us land clients, attract employees and build awareness. These videos played a big role in growing our business early on, especially when we had no capital.

But here’s what I’ve learned: the best-performing videos aren’t about flashy trends or gimmicks – they’re about authenticity and storytelling.

Sure, we’ve played around with trends too – like the time my team enthusiastically dumped a bucket of water over me for a Reel (surprisingly, that video sparked inquiries from potential clients).

But trends are fleeting. Authenticity and storytelling? They’re timeless. Look at YouTube, Instagram, TV – it’s all the same storytelling principles applied to different media.

People connect with real stories. They don’t just want to see your product – they want to know the why behind it.

The solution? Diversify like a pro

If you’re serious about protecting your business, you need to stop relying on one platform. TikTok isn’t the only option. Instagram Reels, YouTube Shorts and even LinkedIn now offer short-form video capabilities.

Don’t get emotionally attached to a single platform; instead, be platform-agnostic. Your goal isn’t to go viral – it’s to build revenue and relationships. Reverse-engineer everything back to the numbers. If it works, it works. It doesn’t matter where.

If you have a favourite platform, make sure you’re using others as contingencies. You don’t need to abandon TikTok, but you should start exploring alternatives. Think of them as safety nets. If TikTok – or any platform – goes away, you’ll already know how to pivot.

Platforms like Threads, RedNote, Bluesky and others are gaining traction. Don’t stress about jumping onto the next big thing. Instead, focus on diversifying so no single platform holds your business hostage.

Future-proofing your business

If you want to thrive in a volatile digital landscape, you need to balance three types of media:

Earned media: Your followers, likes and shares – they’re powerful, but they’re not yours. TikTok owns that connection, not you.

Owned media: These are assets that are truly yours: email lists, customer contacts and communities. No algorithm can take them away.

Paid media: Invest in ads that deliver consistent results. Done right, paid media gives you the control and predictability that platforms can’t.

Diversify across all three. Earned media gets you attention. Owned media keeps you connected. Paid media drives scalable growth.

It’s not about the platform – it’s about the people

At the end of the day, your customers don’t care which platform you’re on. They care about your product, your message and how you make them feel.

The businesses that win aren’t the ones chasing every new trend – they’re the ones building real connections. Platforms will come and go but authenticity and storytelling will always work. So stop stressing about TikTok. Start focusing on your customers.

Take a step back, look at your business and ask yourself: if TikTok disappeared tomorrow, would you still thrive?

If not, it’s time to make changes. The future of your business shouldn’t depend on one platform. It should depend on you.

About the author: Jason Le is a marketing expert and the owner of JRNY Digital.

This story was originally published on Inside Small Business.