The Changing Tide in Social Media

The state of Montana has recently introduced a ban on TikTok due to concerns surrounding user privacy. Learn about the potential impact of that decision on brands and creators.

Montana imposes ban on TikTok

The state of Montana has recently introduced a ban on TikTok due to concerns surrounding user privacy. The decision has sparked debate over the extent to which states can regulate online platforms. The ban, which was announced by Montana Governor, Mark Johnson, follows growing concerns about the collection and use of personal data by TikTok. The Chinese-owned app has faced scrutiny from lawmakers who fear that user information could be misused or accessed by foreign entities.

The move has generated mixed reactions, with proponents praising the state's efforts to safeguard privacy, while others criticize it as an overreach of state authority. Some argue that regulating online platforms should be left to the federal government, while others support Montana's initiative, viewing it as a necessary step to protect individuals' privacy rights.

It remains unclear how Montana intends to enforce the ban. The state does not have jurisdiction over app stores, such as the Apple App Store or Google Play Store, which distribute TikTok. Therefore, the ban may rely on internet service providers to block access to the app within state boundaries.

Online privacy concerns are reshaping the internet

This ban adds to the ongoing debate surrounding data privacy and the role of social media platforms in collecting and handling user information. TikTok, with its large user base and viral content, has attracted significant attention and scrutiny from regulators worldwide. 

As technology continues to evolve, the issue of online privacy and data protection is becoming increasingly complex. Governments and policymakers are grappling with finding a balance between protecting individual rights and ensuring national security in an interconnected world.

The ban imposed by Montana on TikTok serves as a reminder of the ongoing challenges in addressing these issues and highlights the need for comprehensive privacy regulations at both the state and federal levels.

Impact on brands and creators

Although, It remains to be seen whether other states will follow suit in imposing similar bans or if federal action will be taken to address privacy concerns associated with TikTok it's clear that the tide is changing in the social media landscape.

Throughout the past 15 years, I've witnessed the evolution of social media, starting from Friendster and Myspace to Facebook, Instagram, Snapchat, TikTok not to forget to mention Vine, Periscope, and Clubhouse. It's an endless pursuit to be the first, rapidly amass a following, and seize monetization opportunities whenever feasible. 

However, time and time again, brands and creators find themselves at a disadvantage due to shifting algorithms, rising distribution costs, or complete platform shutdowns. The truth is, when you cultivate a following on a social media platform, you're essentially constructing a house on someone else's property. Most of the value generated ultimately funnels back to the platform itself.

So what are creators and brands to do? 

Social media platforms are not inherently bad. In fact, they have spawned some of the most immensely profitable businesses in human history. However, it's crucial to recognize the inherent misalignment between your brand and their financial objectives. By all means, establish a presence on platforms like TikTok, but always bear in mind that you do not own it.

Once you've garnered an initial following on a specific platform, it becomes prudent to diversify your reach. Relying massively on a single source of traffic is dangerous. For most brands and creators, diversifying between Instagram and TikTok proves beneficial, while podcasters often find value in Twitter, YouTube, and Spotify.

Furthermore, it's important to understand that, much like trading stocks, only a few individuals can consistently outperform the system. Paid acquisition on any platform tends to converge towards the average, and social media platforms excel at providing you with just enough glimpses of success to encourage continuous spending.

Lastly, prioritize building your own CRM. By owning your customer list and the accompanying data, you no longer have to rely on platforms with their own agendas. In this era of advancing AI technology, data holds even greater value and serves as a significant competitive edge. Before embarking on your life's work, it is crucial to establish a sturdy foundation to build upon.

Ethan