Once again, the TikTok ban deadline has been pushed. So for now, the app lives on and we’re still scrolling, posting, and maybe even doing a little dance or two.

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But if this whole situation has taught us anything, it’s that putting all your eggs in one algorithmic basket isn’t the move. Social platforms are powerful, but they’re also unpredictable.

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If you’re creating content for TikTok, keep it up. But don’t stop there. Repurpose those videos for Instagram Reels, YouTube Shorts, or even LinkedIn if it makes sense for your audience. Casting a wider net helps you stay visible, no matter which platform is in favor.

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And if you’ve got the bandwidth to tailor content to each platform? Even better. Every channel has its own vibe and language, and showing up in a way that feels native to the space helps you connect more authentically with the people there.

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Of course, none of this replaces having a solid foundation. Your website, your email list, your storefront are the places you actually own. Social media should be the nudge that helps people know those places exist. It’s the tool that keeps you top of mind until they’re ready to click, visit, or buy.

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So yes, post on TikTok. But make sure you’re not only showing up there. The goal is to meet people where they are, and gently guide them back to the places that are yours.

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Need help building a smarter, more sustainable social strategy?

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Riparian offers content creation, strategic planning, and workshops that help small businesses grow with intention across all the right channels. Get in touch.

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