I recently spoke with a friend in the US who owns a small business that relies exclusively on TikTok for marketing and sales. Yes, you read that right – her entire business presence is only on TikTok. No website, no email marketing, no offline presence… just TikTok. With the recent ban on TikTok in the US, my friend’s business is now at risk of losing everything: thousands of customers, significant revenue, and her livelihood.
This ban was enacted due to concerns over national security and data privacy, particularly regarding TikTok’s ownership by Chinese company ByteDance. The US government has been investigating TikTok’s data collection practices and potential ties to the Chinese government.
As a result, the Protecting Americans from Foreign Adversary Controlled Applications Act was signed into law in April 2024, requiring ByteDance to divest its interest in TikTok or face a nationwide ban. This ban has significant implications for businesses that rely heavily on TikTok and other social media platforms.
This got me thinking: how many businesses, especially in Nigeria and Africa, are vulnerable to similar disruptions simply because they have not built a strong offline presence?
In today’s digital age, it’s easy to get caught up in the hype of social media and online marketing. However, the TikTok ban in the US serves as a stark reminder of the importance of building a resilient business that can thrive both online and offline.
Having a strong online presence is crucial, but it’s equally important to invest in building a robust offline presence. This includes:
– Developing a loyal customer base through excellent customer service
– Building strategic partnerships with other businesses and organizations
– Investing in traditional marketing channels such as print, radio, and television
– Creating immersive brand experiences through events and activations
By building a strong offline presence, you can reduce your reliance on any one platform or channel and ensure that your business can continue to thrive even in the face of unexpected disruptions.
So, what can you do today to start building a stronger offline presence for your business?
featured image by Stas Knop
