Don’t build your business on someone else’s business
This seems to be a conversation I’ve had on a pretty regular basis since around 2007, but it looks like it’s time to have it once more with the looming TikTok ban. The lesson is pretty simple, but often ignored - don’t build your business on someone else’s business.
We’re currently deep in the era of the personal brand. Every profession, from sales to journalism, from manufacturing to music composition seems to hinge on developing your personal brand to sell to a prospective employer or audience. I’ll even shamelessly admit that’s what’s happening right now with this post. And truthfully, as annoying as it sometimes is, that’s fine. The problem arises when you build your brand in a way that’s tied to a particular platform. TikTok or Facebook, Myspace or Vine - it doesn’t matter. If your brand and content is platform dependent you will eventually have a problem. Your platform of choice will be banned (TikTok) or completely change its monetization scheme (YouTube), or be sold off (Vine) and you’ll be left in the wind, trying desperately to find the next hot place to land yourself.
There are, of course, ways to mitigate the harm. There are two main ways to keep your business safe.
Diversify your distribution
If you’re building a content business you need to diversify your distribution. Post as many places as you can. Podcasting is a prime example of this tactic in action. A podcaster records and posts their content in an RSS feed which is then picked up by Apple, Spotify, YouTube, etc… In this instance the content is the key. Diversifying your content distribution has another hidden benefit - you can then earn revenue on each platform that you’re publishing on.Build your own platform
This is less “if you build it, they will come” and more “own the means of production”. The best way to stay resilient in the face of a changing media distribution landscape is to own your own platform. If you look at those that have been successful as influencers they tend to immediately pivot to a more traditional media landscape. Mr. Beast has a Netflix show and a candy line. Michelle Phan pivoted from YouTube to a partnership with L’Oreal and launched her own makeup line. Hell, even Haliey Welch has a reality TV show in the works.
On a simpler level, just having your own website can often be enough to weather the changes in monetization schemes and even just the popularity of whatever social media platform you’re finding success on. At the same time, don’t overlook the value of existing platforms to create that audience. Think of existing platforms not as the foundation of your business, but as springboards for growth. They’re incredible tools to reach new audiences and funnel them toward something you truly own. Your TikTok might be a megaphone to shout your message, your Instagram the glossy front door, but your website or email list? That’s your home base. The key is using platforms strategically. Engage with your audience, build trust, and then invite them to connect with you on your terms. It’s not about abandoning platforms entirely; it’s about balancing dependence with ownership. When done right, the platforms will work for you, not the other way around. Which brings up an important point from a product perspective - your brand is more than your content.
I’m in the process of putting together something a bit more complete around this idea, but essentially it all boils down to this - how people engage with your content is as important as what your content is. And if you control that through a product that you’ve created you can make sure that your audience gets the most out of that content.
Once you’ve accomplished that it won’t matter if the next big social platform is banned or decides to demonetize - because you’re controlling your own destiny. There’s something really wonderful about that.