The Short-lived TikTok Ban Was a Wake-Up Call on Why Your Business Needs a Strong Owned Media Strategy

On the Saturday night before Trump’s inauguration, many of us had a near-death experience. That is—we lost TikTok for about 10 hours. 😅 The fourth most downloaded app in the world displayed a message to U.S. users stating that TikTok was working with Trump to reinstate the app.

In the days and weeks leading up to the January 19 ban, users posted about everything they loved about TikTok. Creators shared ways for their followers to connect with them elsewhere, and businesses expressed concerns about the impact TikTok’s absence would have on their marketing and sales. Unsurprisingly, small businesses were especially anxious. In 2023, TikTok generated $14.7 billion for small and medium-sized businesses—and that doesn’t even include indirect sales off the app. [1]

Social media has and will continue to deliver important results for brands. But, especially in the wake of the TikTok scare, we have to accept that relying too heavily on platforms we don’t fully control is risky.

And in case you’re wondering—this is not just a TikTok thing. Algorithms constantly change on Instagram, and Twitter/X’s entire identity changed after being acquired by Musk.

So, if we can’t fully own social media, what do we have control over in digital marketing?

A major component is owned media—the content that a company creates and controls.

Examples of owned media include:

• Website

• Blog

• Case studies

• Podcast

• Newsletter

• Social media content

Let’s say you’ve spent years building a loyal podcast audience. If Elon Musk decides to drastically change X’s algorithm (which has already happened multiple times), you still have your podcast as a way to connect with your audience. Similarly, if you’ve developed a strong email list, your monthly newsletter will continue to reach people—even if TikTok gets banned.

Beyond the unpredictable nature of social media, there are other important reasons to invest in owned media. Diversifying your marketing approach is critical to protecting your brand from inevitable industry shifts. Think about a brand like Coca-Cola in the 1950s. At the time, they were likely investing heavily in newspaper ads. But as print media declined and digital marketing took over, brands that failed to adapt struggled to stay relevant. If Coca-Cola had only invested in newspaper ads, it wouldn’t still be a globally recognized brand today.

The Digital Marketing Trifecta: Paid Media, Owned Media, and Earned Media

We know we can’t rely solely on social media—or any single channel—for marketing. But every part of your digital strategy works together. To grow your podcast audience, for example, you might use a mix of organic social media, paid ads, and word of mouth (earned media). Each piece supports the others, creating a well-rounded approach. That is how a strong marketing strategy works!

Relying on social media alone is like building your business on rented land—it might work for a while, but you never know when the rules will change.

Source: NetStripes

Conclusion

You’d be surprised how many business owners think having a Facebook page is enough to drive sales. 🙃 This couldn’t be further from the truth. Businesses that see significant growth through organic social media alone are the exception, not the rule.

Organic social media (content without ad spend behind it) is primarily for top-of-funnel brand awareness. Of course, there are rare cases where a business’ content goes mega-viral and generates thousands of sales through free exposure—but that’s like hitting the lottery.

So, what I’m saying is this: social media alone is NOT a marketing strategy. And with social media being especially volatile lately, the need to diversify your digital strategy has never been clearer.

I’ve written about Meta’s changes that deprioritized political content. At the time, my then-employer’s social media strategy was heavily political, and we saw a massive drop in reach when that shift happened. Thankfully, the organization had already been fostering relationships with its target audience through owned media channels like its email list. And email is still one of the most effective tools for driving conversions.

Relying on social media alone is like building your business on rented land—it might work for a while, but you never know when the rules will change. Investing in owned media is the best way to create long-term stability and sustainable growth!