Lessons from the TikTok Drama on Digital Leasing on Third-Party Platforms.

The recent ban on TikTok has caused a significant uproar among its 170 million users in the United States, especially among business owners and creators who rely on this platform for their commercial activities. Although the service has been restored, this incident highlights the dangers of depending on a third party to build a business, as this type of dependency resembles a form of "digital leasing." This implies operating on a platform controlled by another company, where one lacks absolute control and risks losing access at any moment.

Even if access is not completely shut down, the platform can change its algorithm, potentially impacting the visibility of businesses, sidelining them in favor of competitors. This is not an isolated case; previously, many businesses invested heavily in Facebook Pages when the social network prioritized that type of content. Later on, Facebook shifted its focus, rendering those investments useless. Other companies, like BuzzFeed, built their model around traffic generated from Facebook, only to see their business weaken as that traffic dwindled.

Over the years, Twitter has had API integrations that many startups used to develop applications and businesses. However, Twitter eventually closed those integrations and created competitors for those products, another example of the instability that comes with operating on external platforms.

Building a business on a third-party platform is akin to renting rather than owning. Renting a commercial space poses several risks, such as facing competition, rent increases, or structural changes by the owner. In contrast, owning provides maximum control over the direction of the business. Having a personal website means having control over the creation and distribution of content, marketing, and the long-term projection of the business.

For business owners and creators looking to establish a sustainable online presence, one of the first actions to consider is setting up a website. This ensures a lasting online presence where customers can find information about the business. Using social platforms like TikTok, Instagram, or Facebook is not discouraged; in fact, these can generate crucial visibility for effective growth. However, investing in a website can serve as an important lifeline. Tools like WordPress allow individuals with no technical knowledge to manage and update their pages, and by combining it with a good hosting service like Kinsta, security and performance are ensured.

It is essential for businesses not to concentrate all their efforts solely on social media. A solid presence on a personal website is recommended, linking it in the profiles of various platforms. It is also advisable to invest in an easy-to-remember domain to facilitate access. This way, visitors to the website can sign up for newsletters, allowing the retention of customer data and control over the future of the business.

If access to platforms like TikTok or Facebook is ever lost, customers will still be able to find the website thanks to SEO strategies. Additionally, the website will be visible on search engines, including those using artificial intelligence. This is an investment in the business; while it may not be a high expense, its long-term benefits make it a strategic decision, similar to personal health care.

Having a website also helps define the overall business strategy. It is not the same as a brief clip on TikTok or a reel on Instagram; it can be as simple as a page that allows people to find you, thereby adding credibility to the company. Ultimately, the goal is to establish a long-term online presence that allows control over the brand and messaging, regardless of the circumstances that may arise in the future.