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My 9 Bold Social Media Predictions After the TikTok Shutdown ✨
Ok, boss, let’s talk…
I’m pretty sure you’ve heard about the fiasco with TikTok that had everyone in a frenzy. You know, the whole thing where they shut down for a few days in the US.
Now, I’d love to pretend that I was shocked, but the truth is, I knew the big change was coming! While they are currently back up and running, many businesses during that time were left with no access to their content or the followers they had accumulated.
Which, of course, had a direct impact on businesses that were making money from the platform.
Simply put, the shutdown definitely brought things into perspective for content creators and business owners. The reality is that they don’t own or control the content they post on any social media platform, and with a click of a button, 100 to 1,000 hours’ worth of content can be gone just like that. And, my friend, that’s not good.
TikTok, like other social media platforms, is a great tool to go viral quickly, expand your business brand, and make money. However, as mentioned in my blog post “Blogging Vs. Social Media: Which One Is Better For Your Business?“ you don’t own those platforms. The risk versus the reward of having all your eggs in one basket—one you don’t own or control—is just too risky.
Furthermore, my prediction regarding the future of social media for business still stands: social media will probably always be around in some shape or form, BUT the importance of business owners utilizing it as a primary source of marketing is decreasing (minus social search engines like YouTube and Pinterest).
Many businesses will return to fundamental marketing, focusing on offering a high-quality product or service and effectively presenting it to an audience that truly needs or desires what they provide.
First, let’s talk about the shift in businesses focusing more on content ownership and control.
I STRONGLY believe the idea of having your own website as the central hub for your business will increase significantly. While building your SEO and website credibility with search engines may take 6 months to a year, it’s the perfect game plan for content creators and business owners to have full control of their traffic, RSS subscribers, content, and products.
At networking events, it will no longer be ‘here’s my Instagram,’ but ‘here’s my website.’ Business owners and content creators will increasingly rely on their websites—not just for selling products, but for sharing personal highlights and behind-the-scenes content, creating a more authentic connection with their audience on a platform that they own.
Secondly, in the coming years, I don’t believe Social media will be as important in business marketing, especially platforms outside of social search engines like YouTube and Pinterest. More businesses will lean toward organic marketing strategies that build long-term value.
“Thirdly, I believe the focus on other content you own, such as email marketing, will increase whether business owners and content creators charge for it or not. Since social platforms can change their algorithms or shut down without notice, businesses will shift towards building direct relationships with their customers through email lists, SMS marketing, and community-based approaches.”
Fourth, I believe content posted on social media will become more customer-centric. Rather than focusing solely on social media algorithms, businesses will prioritize creating content that genuinely addresses their customers’ needs and desires, fostering loyalty and engagement over time.
The fifth trend I believe will continue to grow is businesses focusing more on website and blog content for their marketing efforts. Platforms like YouTube, which I don’t foresee going anywhere anytime soon, and hosting video content on blogs are gaining traction over the focus on social media content creation.
I say this a lot, I know, but the lifespan of social media content is simply too short. The typical post’s traction lasts anywhere from minutes to a day or so. In contrast, the lifespan of a blog post or YouTube video can last months, even years.
Supporting Statistics:
Additional Insight:
It’s noteworthy that only 40% of businesses own the rights to the content they post on social media platforms, which can pose risks if platforms alter algorithms or shut down without notice demandsage.com
These statistics underscore the growing importance of owned content channels, such as blogs and YouTube, in fostering sustained customer engagement and mitigating reliance on external social platforms.
The sixth thing I believe is going to change is business owners will use social media platforms less as primary marketing tools and more as an extension of their personal brand. The idea is to drive traffic to their website or store, not rely solely on social media engagement for sales.
My seventh prediction, or should I say just a smart move, is that business owners will begin to diversify their marketing. As flashy and cool as social media marketing was back in the day, the truth is times are quickly changing, and there are much easier routes to get in front of your audience. And might I add, more effective ways than posting on social media every day.
Now, of course, I’m not discounting social media marketing, but I’m saying there are easier marketing methods for business owners than creating daily content for a platform that you don’t own and that grows slowly over time. One of those options, I believe, is that businesses will diversify their marketing strategies by combining social media with traditional methods such as SEO, paid ads, and partnerships, to name a few.
The eight thing I see changing is business owners being over the constant social media algorithm changs and layouts which are making it harder for businesses to predict engagement. I believe this inconsistency will push businesses to focus on more stable and predictable methods of driving traffic and generating leads.
Lastly, due to user behavior on social media constantly evolving I believe Some platforms may experience a drop in user engagement, while others rise in popularity. Businesses that want to utilize social media as their primary marketing strategy will need to adapt to these shifts by focusing on where their target audience is most active and engaged.
Statistic: 68% of online adults use Facebook, but engagement has dropped 5% year-over-year, while platforms like TikTok have seen a 70% increase in daily usage in the last year. (Pew Research)
I believe TikTok’s brief shutdown served as a wake-up call to business owners everywhere: relying on social media platforms as your primary marketing tool is a risky game. The future lies in creating content that you own, building direct relationships with your customers, and diversifying your marketing channels. It’s time to take control of your business and start building on your own terms.
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Let me know if you agree or if you think the social media marketing landscape will look completely different in the next few years. I’d love to hear your thoughts!
Alright, until next time!
Your favorite foodie and blogger,
Keesh
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