Finding Community in the TikTok Era
If you’re anything like me, you probably felt a jolt of anxiety during TikTok’s recent rollercoaster—on the verge of a ban one moment, reinstated the next. It was a moment that made many of us pause and reflect on how much we’ve come to rely on this platform. As someone who loves connecting with people, whether it’s through a heartwarming story or a quick tip on social media, I couldn’t help but think about what losing TikTok would mean for businesses, creators, and communities alike.
Short-form media has truly transformed how we share, market, and engage. Platforms like TikTok, Instagram Reels, and YouTube Shorts have given us an incredible way to reach people quickly and authentically. Small businesses can now tell their stories and showcase their products in ways that feel personal and relatable. I’ve seen businesses in Southwest Kansas grow their audience using nothing more than a smartphone and a clever idea. It’s inspiring, but it’s also a reminder that putting all your eggs in one basket is risky.
The TikTok drama made it clear that we all need to think about diversification. Here are some strategies I’ve found helpful to build a more resilient digital presence:
Spread Out Across Platforms: You don’t have to be everywhere, but being active on a few platforms can make a big difference. Instagram Reels is fantastic for visual storytelling, while YouTube Shorts is perfect for blending short videos with longer, more detailed content. Think about where your audience spends their time and meet them there.
Own Your Audience: Social media is great, but it’s rented space. To truly connect with your audience on your terms, build an email list or set up direct communication channels. An email doesn’t rely on an algorithm—it lands right in someone’s inbox.
Create a Digital Home Base: A website or blog is your online headquarters. It’s where people can learn about you, explore your content, and connect with what you offer. Use it to share detailed insights, like blog posts or resource pages, that complement your social media presence.
Start a Podcast: If you want to deepen your connection with your audience, there’s nothing quite like a podcast. Podcasts let you tell your story in your own voice, share expertise, and build trust over time. They’re a great way to keep your audience engaged while also reaching new people who prefer long-form content. Plus, they’re an amazing tool to cross-promote your social media and website.
Get Involved Locally: Digital strategies are powerful, but there’s no substitute for real-world connections. Hosting events, partnering with local organizations, or simply engaging with your community in person can create meaningful relationships that support your online efforts.
It’s easy to see why short-form media became such a lifeline during the pandemic. Platforms like TikTok brought people together when we were all feeling isolated. They gave small businesses a way to keep going, content creators a way to shine, and everyday people like us a way to laugh, learn, and feel connected. But the potential for disruption is always there. That’s why it’s so important to plan ahead.
At Power Brand Strategies, we’re passionate about helping businesses, nonprofits, and individuals build connections that last. It’s not just about hopping on the latest trend—it’s about creating strategies that adapt to change and help you thrive in the long term. Whether it’s exploring short-form content, launching a podcast, or finding new ways to engage with your local community, we’re here to help you make it happen.
The big takeaway? Diversify, adapt, and connect. By embracing multiple strategies and staying flexible, you’ll not only protect what you’ve built but also discover new opportunities to grow. Let’s take the lessons from short-form media and use them to create deeper, more meaningful connections with our audiences—on every platform and beyond.