What the TikTok ban teaches us about brand resilience
Imagine waking up one day to find your primary source of income, your creative expression, and your connection to a global community - gone. That was the reality for countless American influencers on 19 January 2025. When access to TikTok in America was blocked, many influencers came to the sudden realisation that relying on one audience and building your whole persona around it is a risky business. Though it was turned back rather unexpectedly after a mere 12 hours, it left many wondering: “How important is TikTok to my brand” and “Can I start over”?
By François Haylett, Creative Manager, Rothko Brand Partners
Tiktok: Countries with largest audience as of July 2024
Instagram: Countries with largest audience as of July 2024
Don’t rely on a single platform
While the geopolitical reasons behind this digital blackout are complex, the impact on individual creators is undeniable. It underscores a critical question we all face in an increasingly interconnected world: How do we make ourselves outlive any crisis to remain relevant and authentic?
The TikTok ban serves as a stark reminder that relying solely on a single platform is inherently tricky. Just as a business wouldn't put all its eggs in one basket, individuals need to diversify their online presence and build a personal brand that extends beyond the confines of any one platform, be it LinkedIn or elsewhere.
Here's why crafting a robust personal brand is important, particularly in a world where digital landscapes can shift overnight:
Facing uncertainty: When TikTok disappeared from their biggest market, savvy influencers who had built a strong personal brand, however, had a foundation that transcended a specific platform. This is why cross-marketing your audience to your other platforms is key. Knowing what you stand for makes it easy to cultivate a loyal following elsewhere. These users connect with your values, your story, and your expertise – regardless of where you choose to share your content.
Owning your narrative: Platforms like TikTok, while offering incredible reach, ultimately control the algorithms and user experience. Each platform has its uses and benefits and should be seen as more than just a backup account. By curating your presence across multiple social media channels, and engaging with your audience directly, you gain control over how your message is disseminated and perceived.
Cultivating authentic connections: The fleeting nature of viral trends and algorithmic feeds can make genuine connections feel elusive. A personal brand is about building authentic relationships with your audience. It’s about sharing your expertise, engaging in meaningful conversations, and creating a community that values your unique perspective.
TikTok ban was a wake-up call
The sudden gap in American content on the platform ignited a larger conversation about the dominance of global superpowers in the digital realm. Many started to talk about how the content suddenly changed and how we should use the opportunity to reinvent the app’s feed.
TikTok’s trends, challenges, and viral sounds often originated in the US. This diversification of content brought a refreshing change, exposing users to a wider range of cultures and perspectives. It sparked discussions about the importance of fostering digital spaces that prioritize diverse voices and local trends.
As for the Americans, users decided to seek out other platforms. A trend even started in which users as protest against the US government’s view that Chinese-owned TikTok is a risk to national security - joined a more overtly Chinese platform, Xiaohongshu, colloquially known as “Little Red Book” (an homage to the Chairman Mao Tse-tung). The temporary TikTok ban was a wake-up call, reminding us that the digital landscape can shift dramatically overnight. While we can't predict the future of social media, we can take control of our own narratives. By building a strong personal brand across multiple platforms, cultivating authentic connections with our audience, and diversifying our online presence, we can weather any storm and ensure our voices continue to be heard. Don't wait for another crisis; start building yours today.
