TikTok has emerged as a cultural phenomenon and one of the dominant platforms for content creators. But the app has recently come under fire, facing mounting pressure from US lawmakers. Congress grilled the CEO of ByteDance, the Chinese company that owns TikTok, over the company’s data-handling, and the Biden administration has banned the app from government-issued phones.

What once seemed highly unlikely is starting to feel like it could happen: a total ban of TikTok in the United States.

So, what’s a creator to do? The answer: what smart creators have done as long as the internet has been around — diversify their publishing so they don’t rely on a single platform. Even though TikTok has sparked countless viral trends, chart-topping songs, and widespread memes, it still falls under that golden rule of social media. Relying solely on TikTok to find success can be problematic for any creator. Here’s why, and what to do instead.

The platform is not your friend

Even beyond government bans, there are many reasons not to rely on a single platform for sharing all of your content. First, TikTok's algorithm is notoriously unpredictable. While some creators may strike gold with a viral video that reaches millions, others may struggle to gain traction even though they consistently produce high-quality content. And even if your video does go viral, there’s no guarantee the next one will do the same. The company has been known to unevenly influence the success of certain videos. And the app encourages short, attention-grabbing videos that may not reflect a creator’s creative vision or ability. 

TikTok's fast-paced nature can also make it difficult for creators to build meaningful relationships with their audience. Unlike YouTube or Twitch, where creators can upload longer videos and engage in direct communication with their fans through comments and livestreams, TikTok's short-form format can feel more like a content treadmill than a community.

A content treadmill