The fate of TikTok shouldn’t keep you up at night. While TikTok can take credit for growing multiple small businesses and personal brands over the years, it doesn’t mean your business is over if TikTok is.

Platforms such as Instagram, Facebook, YouTube, and X still exist, and they are working to make their platforms as creator-friendly as possible.

Plus, think about it this way: even if TikTok goes away, the way people use social media isn’t going to just revert back to how it was a decade ago. If we survived the decline of Vine, then we can survive the decline of TikTok.

With that said, here is what you should do to ensure your brand is prepared for a TikTok-less world.

Don’t Play Hide and Seek With Your Followers

Make it easy for your followers to find you everywhere. This means keeping your bio updated with current content information and links for them to learn more, purchase, or sign up.

You want to be as accessible as possible to your audience. Not everyone is on TikTok, so it is important you have additional ways for them to reach you or follow you if they desire.

Reduce, Reuse, and Recycle Your Content

Repurpose your TikTok videos and use them on other platforms, such as Instagram, Facebook, or YouTube. Don’t let your hard work go to waste!

Build Subscriber Lists Outside of Social Media

While social media is a powerful tool for audience engagement, relying solely on these platforms for audience reach can be risky (as we’ve seen).

Building a subscriber list through email or text directly connects you with your audience. Plus, it is owned by you, so you don’t have to worry about losing them all (unless you accidentally push delete).

You can build these lists through opt-in pages, email updates, or by looking through previous purchases.

Don’t Put All Your Eggs on One Social Media Platform

The title speaks for itself, but all good marketers know you can’t put all your eggs in one social media basket. The best way to gain ultimate visibility is through various channels.

Each platform brings a unique set of users. Think about it, would you consider LinkedIn users to be the same as TikTok users? No, but that doesn’t mean you still can’t find your audience on both.

It is all about adapting your marketing strategy to your target audience.

Remember, in marketing, platforms and trends come and go. It is all about being adaptable and learning as you go.