You’ve no doubt heard by now that the US is planning a ban on TikTok. And unsurprisingly, it’s shocked a huge part of the social media world.

For years, businesses and creators alike have built a following on the platform, with some relying on it as their sole source of income. But with the ban looming, many creators are left asking, "What the f*** do I do now?"

Adding to the chaos, some US users are protesting in a (hilariously) ironic way, by downloading Red Note (or more accurately, Xiaohongshu), an actual Chinese app, with some even posting their personal information online in a dramatic "let’s just get it over with" statement.

Now I don’t have the answer, but I’m certain that this isn’t the way…

Ultimately, the TikTok ban isn’t just about one app. It’s a wake-up call for businesses to realise that your social media audience can disappear in an instant.

Remember who was in your Top 8 on Myspace? I bet you don’t.

Remember when Tumblr updated their T&Cs and died practically overnight? (It’s okay elder Emo’s, I remember too).

Why this is great news for Email Marketing

While platforms like TikTok, can vanish at any moment, and X and Meta do away with fact checking (and human decency), your email list is yours forever.

It’s direct, reliable, and unaffected by algorithms or corporate megalomania.

Here’s why email marketing is essential for your brand:

1. Ownership and Control

   You own your email list. No platform can take it away, ban you, or change how you connect with your audience. If Mailchimp shut down tomorrow, you could import your contacts straight into Klaviyo without missing a beat.

   
   

2. Direct Communication

   Email lets you speak to your audience one-on-one. It's personalised and tailored to their needs, without an algorithm deciding whether you’re “Important” enough to be seen on the platform.

   
   

3. Massive ROI Potential

   With returns of upwards of 3600%, email marketing consistently outperforms other channels in driving sales and engagement. Additionally, 88% of users claim to check their email multiple times a day, with 39% of them checking it 3-5 times daily. This provides you with multiple opportunities to be seen, far more than any Social Media platform.

   
   

4. Stability Amid Change

   Platforms come and go - as does their popularity. Yet email remains a constant source of digital communication. It’s the foundation you can rely on, no matter what happens in the world.

   
   

What Can You Do Now?

If you’ve already built a following on platforms like TikTok or X, now is the time to future-proof your business.

Start converting your audience into email subscribers so you can stay connected, regardless of what the future holds for Social Media.

Whether it’s a pop-up form on your homepage, value-drive lead magnets, or as simple as offering exclusive content to subscribers, building your email list is essential to stay ahead.

Want to stop relying on Social Media to speak with your customers? Contact us today to schedule your free discovery call!