If your social media handler has been a little stressed lately, well, I get it. I have been, too.
The news cycle for social media managers has been on fire over the last week, all started by the status of TikTok. Every few hours there were massive shifts. Movement of content viewers to RedNote, Bluesky and other splintering platforms. The dance of the Supreme Court decision. The possible 11th hour decision of enforcement. Promises by administrations. The actual ban and the un-banning a mere 15 hours later.
It’s been a lot. The last week has felt like a year.
You’d think we might be able to come up for air now, but while the manic nature of the TikTok decision is over (though not entirely out of the woods during these next three months), there are more concerns ahead. The news of Meta’s community guidelines and the general discourse between the changing administrations will change habits and interactions on all social platforms. And the 75-day stay on TikTok isn’t going to slow down the news cycle.
But the evolving situation should flag some reminders for those handling social media accounts and internal leadership who supervise and work with social media managers and content creators. Here are five things to start doing, if you aren’t already:
🚩 1. Diversify Your Content
We preach this to our social clients and incorporate this as part of our client social strategy. No social media outlet is guaranteed to stay around forever, even the most powerful ones or the one with your largest following. Make sure your content is appearing on multiple platforms and is tailored toward that platform’s strengths and audience’s interests. There is no “one-size-fits-all” strategy for social content, and it may take a dedicated person to plan, schedule and push that content. Even if you don’t change the content, changing the social copy goes a long way.
🚩 2. Go Where Your Audience Is
The TikTok ban saw audiences splinter quickly. With TikTok still unavailable in the App Store, RedNote became a top download. And users are still seeking new preferred platforms, claiming the “vibes are off.” What’s critical here is not to jump to a platform because it’s trendy. See where your target audience is moving, and begin to research what makes those platforms interesting to them. And don’t be afraid to prioritize platforms with better engagement over legacy platforms with high follower counts.
🚩 3. Know When To Add Your Voice
There were internal conversations here about when to post something about the TikTok news as late as last Friday, but we felt it was better to wait until the dust settled. Reporting on the ban as it happened didn’t fit our expertise, but this guide adds value for our audience. The news cycle and social conversation will evolve in the next day, week, month and even year, and I anticipate 2025 could see a major shift in social media consumption. Be patient. Jump in when you have the opportunity to add to the conversation with an original perspective. There’s no need to comment on everything, and users will appreciate your insight more when you stay in your wheelhouse.
🚩 4. Monitor Where Your Content Ends Up
While our paid team can’t control what content your followers consume, we know some social platforms are better for brand association because of what other users create. Much like the initial shift in X content by users, we recommend monitoring any change in content on Meta and TikTok. Those platforms are not strangers to having politically-charged, controversial content from their users. But a rise in extreme commentary could lead to your paid ads being alongside content that doesn’t fit your company values or brand image. And if that’s the case, then your audience likely isn’t there.
🚩 5. Know Your Company Values
Social media and brand reputation is part of the long game. Brands take time to build trust and capture audience interests, but bad strategy (or straying from it) can erode that work in an instant. Know your brand identity and company values, and let that guide your social strategy. Liquid Death’s origins came from the underground music scene and Vans Warped Tour. Ben & Jerry’s activism is baked into its core values. Those brands live their values. Be your own brand, even if you take inspiration from others.
Social media is going to change a lot in 2025, but there’s no need to immediately chase the tail. Start making preparations now for what could happen in the coming months, even if it feels like you’re in the clear.
And if you feel lost or your head is spinning from all this, don’t worry. I – and the Elasticity team – can help you navigate your social media plan and how to make sense of the evolving landscape.