The ongoing discussions about banning TikTok have sent shockwaves through the creator community, highlighting a harsh reality: no platform is guaranteed to be around forever. For authors, this is a critical reminder about the dangers of putting all your eggs in one basket when it comes to marketing and audience building.
Listen, I am not trying to have an “I told you so” moment here. I promise I am not!
Here’s the thing, though– I have been telling authors who rely on Tiktok (specifically BookTok) for YEARS to always be growing their email lists in case TikTok ever shuts down. Some of them have listened to me, and some have not.
And now, here we are, on the verge of a TikTok ban. YIKES.
Why Relying on One Platform Is Risky
1. Platforms Can Disappear Overnight
Social media platforms, no matter how popular, are subject to government regulations, shifting policies, or even bankruptcy. If your primary marketing strategy revolves around one platform, losing access could derail your book sales and communication with readers. Be sure to make a reader magnet to grow your email list!
2. Algorithms Change Constantly
Even if a platform remains operational, its algorithm might shift, making it harder for your content to reach your audience. Authors who’ve built audiences on platforms like Facebook or Instagram have experienced this firsthand.
3. Ownership vs. Dependency
When you rely on a platform like TikTok, you don’t “own” your audience—TikTok does. You’re renting space in their ecosystem, and they control who sees your content. This is a stark contrast to owning an email list or a personal website, where you have direct access to your audience.
Lessons for Authors
1. Diversify Your Marketing Channels
Don’t depend solely on TikTok, Instagram, or Amazon to reach your readers. Explore multiple channels like email marketing, your own website, podcasting, or even physical events.
2. Build an Email List
An email list is one of the most powerful tools for authors. Unlike social media platforms, your email list is something you control, and it allows you to maintain a direct line of communication with your readers.
3. Focus on Your Website
Your author website should serve as the hub for your audience. Use it to showcase your books, blog posts, resources, and updates. Drive traffic from social media back to your website to convert followers into email subscribers.
4. Embrace Other Formats
If you love short video formats like TikTok, consider diversifying into YouTube Shorts or Instagram Reels. If these platforms face disruptions, you’ll already have a foothold elsewhere.
What Authors Can Do Today
1. Audit Your Current Marketing
Ask yourself: If {your primary/ preferred platform] disappeared tomorrow, how would I reach my audience? Use this thought exercise to identify areas where you’re overly reliant on a single platform.
2. Start Diversifying
Build an email list, expand to other platforms, and consider using TikTok as part of your strategy, not the foundation of it.
3. Leverage Content Repurposing
Repurpose your TikTok content for other platforms. For example, turn TikToks into YouTube Shorts, Instagram Reels, or Pinterest Idea Pins. Maximize the value of each piece of content.
4. Encourage Direct Connections
Use TikTok to encourage readers to join your email list, follow your blog, or engage with you on other platforms. Offer incentives like free resources, exclusive chapters, or discounts to entice them.
By looking at the TikTok ban controversy as a case study, authors can future-proof their careers and avoid being overly reliant on any one platform. Remember, platforms may come and go, but a diversified, audience-focused strategy will keep your writing career thriving no matter what changes lie ahead.
