The recent ban of TikTok sent shockwaves through its 170 million U.S. userbase, particularly among business owners and creators who depend on the platform for their business. While service has since been restored, the incident highlights the inherent risks of relying on third-party platforms to build a sustainable business.
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Digital Sharecropping
Building a business on a platform like TikTok means that you are engaging in a practice known as digital sharecropping. This term refers to the situation where you are essentially operating on someone else’s turf without any control over its policies or algorithms. The danger here is clear: the owner of the platform can change the rules at a moment’s notice, leaving you vulnerable.
Even if you aren’t immediately shut down, algorithm changes can significantly impact your visibility and success. For example, businesses that relied heavily on Facebook Pages faced similar challenges when the platform shifted its focus away from them. Companies like BuzzFeed saw their traffic plummet as Facebook changed its distribution model, severely affecting their bottom line.
Renting versus Owning
This scenario is akin to the difference between renting and owning property. When you rent a space, you risk unexpected changes dictated by the landlord, such as increased rent or even eviction. However, owning property gives you the freedom to shape and control your environment—similarly, having your own website allows for maximum control over your brand’s direction and future.
Consider these key benefits of ownership:
- Control: You decide how your content is created and distributed.
- Longevity: Your website remains stable regardless of external platform changes.
- Brand Resilience: Ownership helps you maintain brand integrity and messaging.
By investing in your own website, you secure a foothold in the digital landscape that is less susceptible to the whims of social media giants.
Strong Presence and Control
While social media platforms like TikTok, Instagram, and Facebook are invaluable for driving attention, they should not be your only focus. Using these platforms effectively involves maintaining a robust presence via your own website. This dual approach ensures that you have a reliable lifeline if events take a turn for the worse on these platforms.
To maximize the benefits of your own website, consider the following strategies:
- Link Back: Always link to your website in your social media profiles and posts.
- Domain Name: Invest in a memorable domain name that aligns with your brand.
- Email List: Encourage visitors to sign up for newsletters, allowing you to maintain direct communication.
These actions help ensure that you build a substantial online presence that remains resilient regardless of what happens on platforms like TikTok or Facebook. Factors like effective SEO techniques will enable potential customers to discover your website through search engines.
The Website Advantage
A dedicated website serves as the cornerstone of your business’s digital identity. It can be as simple as a one-page site, providing essential information about your offerings. This level of professionalism grants you legitimacy in the eyes of potential clients and establishes your brand’s credibility.
Ultimately, a well-maintained website gives you the ability to control your brand narrative, your messaging, and customer relationships. Here are some benefits of having your own website:
- Brand Control: Own your narrative and how you engage with customers.
- Data Ownership: Collect and manage data from your audience without third-party interference.
- Long-term Strategy: Design your website to align with your overall business goals.
By prioritizing your website, you invest in a solid foundation for your digital strategy—much like taking care of your health will pay dividends in the long run.
In navigating the ever-changing landscape of digital marketing and social media, establishing an independent online presence through a dedicated website becomes not just beneficial, but essential. This strategic investment assures that your business can weather the uncertainties of reliance on third-party platforms while still capitalizing on the critical traffic those platforms can generate.
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