Forget About TikTok and build a real business

Users in the USA experienced darkness on the TikTok app on January 18, 2025. Ahead of the official TikTok ban in the United States, top creators such as MellowWill who had more than 1 million followers on TikTok were doing livestreams on the platform when everything went dark.

Here’s what I have to say about the matter:

Don’t rely on a platform. Build an audience outside of these platforms such as Instagram, TikTok, Vocal, and Medium. Yes, they are great for building an audience, but you can’t use these platforms are your real business. Use them as a vehicle to drive traffic to your actual online business.

Let this be a wake up call for you

So, here’s what I’d recommend:

Diversify across multiple platforms

Don't put all your eggs in one basket. Spread your content across various platforms like YouTube Shorts, Instagram Reels, RedNote, and others. This reduces the risk of losing your entire audience if one platform shuts down.

Gary Vee, who is one of the most prolific content creators and entprepreneurs out there, always advises creators to post on multiple platforms. Most creators complain that it's too much work to be on every platform however, this is a wake up call for creators who put all their eggs into one TikTok basket.

Now, creators are moving to YouTube, but after this, it's best to post on Instagram, Facebook, and Twitter to safeguard against future bans. Better, still build your own digital space.

Build an owned audience

Focus on growing an email list or SMS subscriber base. These are direct connections to your audience that you control, unlike social media followers.

Create a website or blog

Establish your own online home base where you can showcase your content, sell products or services, and interact with your audience without platform restrictions.

Develop multiple income streams

Don't rely solely on platform monetization. Consider:

• Creating and selling digital products (courses, ebooks, templates)
• Offering services (coaching, consulting, freelancing)
• Affiliate marketing
• Sponsored content deals with brands

Focus on niche expertise

Instead of chasing trends, build authority in a specific niche. This can lead to more loyal followers and better monetization opportunities.

I've done this over the years with multiple niche blogs, and I've built high-level income streams by creating niche-specific content. I like to use platforms such as Vocal to create multi-faceted content however, I've found that building niche blogs and creating niche-specific content across platforms is one of the easiest ways to build topical authority and attract and engaged audience.

Invest in skill development

Continuously improve your content creation, marketing, and business skills to adapt to changes in tech and platforms. You don't need to spend thousands to invest in skill development either. Utilize platforms such as Skillshare, Udemy, Google Learning, Coursera, and YouTube. Also, take advantage of the library, and gain access to thousands of books for free.

Collaborate with other creators

Form partnerships to cross-promote and create joint ventures, expanding your reach and opportunities. Over the years, I've collaborated with hundreds of creators, and it's been the best thing I've ever done to build a strong audience.

Explore emerging platforms

Stay open to new platforms like RedNote or Lemon8, but approach them strategically without over-committing. Many TikTok users have moved over to Chinese social platform RedNote adhead of the TikTok ban, and although it's an alternative, I'd say it's best to focus on building an audience outside social media, and this is the perfect time to do it.

By focusing on building a real business with diverse income streams and owned assets, creators can create a more stable and sustainable online presence that isn't dependent on the whims of any single platform.