Protect your audience: What a looming TikTok shutdown means for small businesses

Breaking news! The future of TikTok’s business in the US is at stake—and with it, so are the many small businesses that are dependent on the platform for revenue and growth. We’re breaking down what’s happening with TikTok, how it impacts small businesses, and the #1 way to protect your business now.

The parent company of TikTok, ByteDance, has announced that it will not sell TikTok’s business in the United States. This decision comes after months of speculation, negotiations, and regulatory scrutiny surrounding the popular short-form video platform.

The uncertainty surrounding TikTok’s US operations highlights the unpredictable nature of social media platforms. With regulatory concerns and geopolitical tensions influencing the fate of platforms like TikTok, businesses must take action to safeguard their audience and online presence—regardless of whether you’re a TikTok user or not.

Relying solely on social media for audience growth and engagement is inherently risky for businesses. While platforms like TikTok offer unparalleled reach and exposure, they also limit your control over content distribution and audience access. Any changes in algorithms, policies, or ownership can have a profound impact on businesses that are dependent on these platforms.

In an era of digital disruption, safeguarding your business against unforeseen changes is paramount—especially if you’re primarily marketing your brand in rented spaces, like social media. The most sustainable businesses have a diversified marketing strategy in place, allowing for continuous audience engagement irrespective of platform shutdowns, algorithm changes, or shifting trends. 

An email list gives businesses a direct line of communication with their audience—no matter which platform they’re built on. Unlike social media platforms, where algorithms dictate content visibility, an email list gives you full control over who sees your content and when. By building an audience you own (like an email list), you can mitigate the risks of platforms like TikTok disappearing and protect your business’s long-term growth. 

A Flodesk Link in bio is the easiest way to turn your social media followers into subscribers and grow your email list. Unlike other link in bio tools, a Flodesk Link in bio places email acquisition at the forefront—giving you the opportunity to capture subscribers without your followers ever needing to leave their social app.

The beautiful templates and full customization features let you put your best foot forward and design a bio that’s refreshingly on-brand. Best of all, a Link in bio integrates with everything else that Flodesk has to offer—so you can grow, nurture, and monetize your email list in one place.

You can create your Link in bio and start growing your email list in just a few minutes. Here’s how.

First, create a Flodesk account or log into your existing one. With Flodesk, you can grow your list completely free with a Link in bio (or any Flodesk forms). And when you’re ready to upgrade to a paid membership and send that first email, enjoy flat-rate pricing as your list grows.

Navigate to Forms and select Link in bio. Choose your favorite template and customize it to match your brand’s look and feel. Add your logo, opt-in fields, social icons, and a personal bio block. 

Then brand it with custom colors, fonts, images, and a link list that drives traffic to your most important touchpoints. Here’s some inspiration to get started.

Pro tip: Ensure your brand shines through in every link you share (and looks great doing it) with a custom bio link. Claim a Flodesk handle and use the toggle feature within Flodesk to set yourbrand.myflodesk.com as your Link in bio’s URL. Learn how.

Once you’ve finished designing your Link in bio, click publish and share your custom link in all of your social profiles. Promote your Link in bio across social channels, drive traffic to your links, and grow your email list from anywhere. 

In a world where small businesses face ever-changing social algorithms and platform changes, email marketing is a powerful equalizer. Unlike other marketing channels, email promises to place your content in front of your audience consistently. Whether you’re a budding entrepreneur or a multibillion-dollar brand, you’ll get the same spot in the inbox.

ByteDance’s decision not to sell TikTok is a stark reminder of the uncertainties of growing your business in rented spaces like social media. By prioritizing the growth of your email list and leveraging tools like Flodesk’s Link in bio, you can future-proof your business and maintain a direct line of communication with your audience. 

Email is and will continue to be essential to building a successful business. Now is the time to embrace the power of email marketing and protect your business by growing, nurturing, and monetizing your email list. Launch your list now—completely free.