Valuable Lessons from the US TikTok Ban

Why Your Business Shouldn’t Rely Solely on Social Media

Many businesses operate exclusively on platforms like TikTok, Instagram, or Facebook, unaware that this could leave them vulnerable. From unexpected bans and account suspensions to algorithm changes affecting visibility, social media dependency exposes businesses to risks beyond their control.

Our article explores these pitfalls and highlights the importance of having a dedicated website as the cornerstone of your digital presence.

A Wake-Up Call for UK Businesses

While TikTok remains operational, and the immediate threat of a ban has receded, the temporary shutdown in the US earlier in the year sent shockwaves through businesses that rely on the platform to reach their audiences. Although the UK never looked close to imposing similar restrictions, the situation highlighted a critical issue: placing all your eggs in one basket.

Many businesses operate exclusively through social media, unaware of the vulnerabilities that come with it. From platform bans to algorithm changes, relying solely on social platforms could expose your business to significant risks. Now’s the time for UK businesses to secure their online future by investing in their own websites and mixing up their digital strategies.

The Rise of Social Media Dependency - lessons from the US TikTok ban

Many small and growing businesses are now choosing to run everything through social media. With the chance for quick visibility, a ready-made audience, and the ability to interact directly with customers, social media seems like an easy and low-cost option. Platforms like Instagram, Facebook, and TikTok allow businesses to set up profiles in minutes, show off their products, and even handle transactions without needing their own website.

For many startups and small businesses, the hesitation around getting a website boils down to perceived cost and complexity. The thought of setup and ongoing maintenance, ranging from a few hundred to thousands of pounds, can be daunting, particularly for startups on a tight budget. For those less tech-inclined, building a website themselves feels overwhelming and time-consuming, making the ease of social media platforms much more attractive. Plus, with limited time and resources, some owners worry about juggling both a website and their social media presence. Many think that their audience is more active on social media, which leads to the belief that a website might not add enough value to justify the effort.

While these may all seem valid reasons to rely solely on social media, this approach carries significant risks that could threaten the stability and growth of your business.

Platform Shutdowns or Bans: Social media platforms are subject to regulatory decisions, as seen with the TikTok ban situation in the US. If a platform is shut down or restricted, businesses dependent on it could lose access to their audience overnight.

Account Loss or Suspension: A hacked, flagged, or suspended account could immediately cut off your connection to customers, with little recourse to recover it.

Algorithm Dependency: Platforms constantly tweak algorithms that determine what content users see. These changes can drastically impact your visibility, making it harder to reach your audience without paid-for ads.

SEO Benefits Belong to the Platform: Any visibility or traffic generated on social media benefits the platform, not your business. Unlike a website, where SEO drives organic search traffic to you, social media redirects users back to itself.

Limited Audience Reach: Not everyone uses social media, and some users avoid specific platforms, so relying solely on social channels risks excluding potential customers who prefer other ways to engage with businesses.

Lack of Ownership: Your social media presence is at the mercy of third-party platforms. You don’t own the content, the audience list, or the data, which means your entire business presence could vanish if the platform changes its policies or fails to meet its users’ needs.

Lessons from the US TikTok Ban

The potential TikTok ban in the United States highlighted the precarious position of businesses that rely solely on the platform. Many small businesses in the US, particularly those in fashion, beauty, and creative industries, have built their sales and marketing strategies around TikTok’s vast and engaged audience.

When the ban threatened to cut off access, they all had to scramble to adapt. Those who previously relied on TikTok to showcase products and drive sales suddenly faced a potentially dramatic drop in revenue. Without access to their followers, these businesses would experience an immediate decline in customer engagement and sales, leaving them to turn to alternative platforms like Instagram and YouTube. However, rebuilding a presence elsewhere is costly and time-consuming. Paid advertising is often required to regain visibility, further straining limited budgets.

If a similar situation were to happen in the UK, small businesses would face the same challenges. UK businesses reliant on a particular platform would need to act fast and redirect their efforts should that platform cease to operate. They would also have to communicate with their customers through alternative channels, which could be challenging without prior preparation.

The TikTok saga should serve as a wake-up call for UK businesses. While social media platforms offer great opportunities, they should not be the sole focus of your digital marketing strategy. A website provides businesses with their own stable base to connect with customers, offering control and long-term resilience that social media alone can’t guarantee.

Why a Website is Essential for Your Business

A website is more than just an online storefront—it’s the foundation of a strong and resilient digital presence. Unlike social media platforms, which are owned and controlled by third parties, a website gives you complete ownership of your content, customer interactions, and digital identity. There are plenty of reasons why having a website is essential for your business:

Ownership and Control: With a website, you are not at the mercy of third-party platforms or their changing policies. You retain complete control over how your business is represented, how customers interact with you, and how your content is displayed.

A Central Hub for Your Business: Your website is the centre of your online presence. It is a place where customers can find everything they need, including product details, contact information, FAQs, and more. Your website creates a professional and trustworthy impression, helping to establish credibility with your audience.

Search Engine Optimisation: Websites allow you to optimise for search engines, driving organic traffic directly to your business. Unlike social media, where visibility benefits the platform, a website ensures that your SEO and content creation efforts directly benefit your brand.

Accessibility to All Audiences: Not everyone uses social media or the same platforms. A website makes your business accessible to all potential customers, regardless of their social media preferences, ensuring you don’t miss out on valuable opportunities.

Resilience Against Platform Disruptions: Social media platforms can alter their algorithms and policies or even halt all operations, as highlighted by the TikTok ban in the US. A website protects your business from these disruptions, ensuring you remain connected to your customers no matter what happens.

Customisable Customer Experience: Your website allows you to create a unique and personalised experience for your audience. From customised layouts to tailored user journeys, a website ensures your business stands out and aligns with your brand’s identity.

Data Ownership and Insights: With a website, you own all the data generated by customer interactions, such as analytics on site visits, behaviours, and purchasing habits. This data is invaluable for refining your marketing strategy and improving customer engagement.

The Power of Diversifying Your Digital Presence

Websites and social media aren’t locked in a battle for attention; instead, they form a powerful partnership at the heart of a successful digital strategy.

Think of your website as your central online home – where you have complete control and can present your back story, products, or services in detail. Social media then acts as your extended network, a dynamic space to amplify your message, connect with your audience on a more personal level, and ultimately guide them back to your foundational website.

Social media excels at driving traffic and boosting your website’s visibility. By sharing engaging snippets of your website content, whether it’s a new blog post, a product launch, or a special promotion, you can entice your social followers to click through and explore further. This constant flow of traffic not only increases potential conversions but also indirectly benefits your website’s SEO. Active social sharing generates backlinks and signals to search engines that your content is valuable, and your brand is engaged, contributing to improved search rankings.

Beyond driving traffic, social media offers invaluable opportunities to give your brand a personality and build genuine connections. Through engaging posts, behind-the-scenes glimpses, and direct interactions, you can showcase your brand’s personality in ways that a static website might not fully capture. Furthermore, a consistently updated social media presence reinforces your credibility, showing potential customers that your business is active and responsive. By strategically using social media’s targeted marketing tools to direct specific audiences to your website, you can effectively turn casual browsers into engaged customers.

Actionable Steps for Starting a Website

For small businesses hesitant to invest in a website, addressing the common concerns head-on can make the process more manageable. Here are some practical steps to help shift the focus to building and maintaining a strong website presence:

Start Simple

A website doesn’t have to be complex or costly. Begin with a basic but professional-looking site that highlights your business’s essential information, such as products or services, contact details, and an “About Us” page. Platforms like WordPress, Wix, or Squarespace offer budget-friendly options for small businesses.

Break the Technical Barrier

If technical inexperience is holding you back, don’t be afraid to ask for help. Partnering with professionals or choosing user-friendly website builders can make the process less intimidating. Many platforms also offer tutorials and customer support to guide you.

Focus on Content That Matters

Instead of overwhelming yourself with excessive content creation, concentrate on what your customers need: clear product descriptions, service details, and an FAQ section. As you grow comfortable with the platform, you can gradually add more content, like blogs or case studies.

Integrate Social Media

Make your website an extension of your social media presence. Embed social feeds or include links to your profiles to maintain your brand’s personality and engagement while giving visitors access to everything you offer.

Prioritise SEO

Invest in basic search engine optimisation to make your site discoverable. Start with relevant keywords and meta descriptions, and ensure your site works on all devices.

Plan for Growth

Design your website with scalability in mind. Choose a platform or service that allows you to add features, such as e-commerce capabilities or a blog, as your business expands.