By now, you've probably heard of the latter bill approved by the House of Representatives that could potentially implement a ban on the social media platform TikTok within the United States.

Such news is gone 170 million American TikTok users in a state of uncertainty as they face the possibility of losing access to their platform of use and the vibrant community it fosters.

Moreover, it has raised great concerns for creators, small businessesbrands and entrepreneurs who have successfully earned their presence on the platform, with some depending on it as their main source of income.

I'm in the mix as one of them entrepreneurial creators who have nurtured a wonderful online community and used the platform as a starting point for building and growing my business. Thanks to TikTok, I've been able to take bold career steps and explore new streams of income that I would never have dreamed of.

The thought of this possibility being faced by me and my fellow creators and small business owners whose livelihoods depend on the platform is unnerving, but sadly, it's a reality we may have to prepare for.

Connected: TikTok CEO Testifies at House Hearing: We're Building 'Firewall' Around US Data

It's tempting to rush to alternative platforms like YouTube Shorts, Instagram Reels, and Snapchat, but before trying to make the switch, it's essential to stop and strategize carefully. Here are some actionable tips for creators, small businesses, and marketing teams to consider while we wait for further updates:

Creator

Creators need to shift their focus from short-term platform growth to long-term brand development.

• You are the brand: Instead of prioritizing just the next social platform for growth, think about your next step as a brand. Many celebrities and mega-influencers venture into creating their own brands and products because they understand that social buzz can be fleeting and seek to create a lasting legacy beyond their image.
• Create long-term partnerships: Communicate with trusted brand partners and discuss long-term multi-platform packages. Make sure brand partners can still effectively reach their target audience through your content.
• Make money from your knowledge: To provide additional value beyond traditional platform-specific campaigns, consider bidding value added services such as content creation workshops, influencer marketing consulting or social media strategy sessions.
• Growth Team: Consider collaborating with other creators to increase each other's reach on alternative platforms. By leveraging each other's audience and expertise, you can expand your presence and navigate uncertain times more effectively.

Connected: I Made Over $250,000 in a Year as a Content Creator – Here's Why I'll Never Rely on It as My Main Income

Business owners

It's time to evaluate your current database and leverage existing customer data to inform your next steps.

• Identify your super fans: Take a moment to recognize and prioritize the high-value customers who contribute the most to your revenue and brand loyalty. Show appreciation for their loyalty with exclusive benefits, personalized experiences or special offers.
• Re-engage dormant customers: Identify inactive or dormant customers in your database and develop targeted re-engagement campaigns.
• Implement referral programs: Promotion existing customers to refer friends and family through referral programs.

Marketing teams

Don't just throw spaghetti at the wall on a new platform.

• Migrate strategically: Conduct comprehensive research to understand where your target audience is active online and how their behavior may change in response to platform changes.
• Creative adaptation: Adapt creative assets and messaging to resonate with audiences across different platforms. Adapt storytelling techniques and engagement tactics to match the unique characteristics of each platform.
• Digital optimization: Optimize online presence, including websites, bios and social media profiles, to ensure consistency and accessibility. Make it easy for consumers to find relevant information and engage with your brand.

Connected: TikTok's growth rate has dropped. 'Life' may be in the way of its newest users.

General recommendations for everyone

• Backing up content: Ensure the security of your digital assets by offloading all of your content, including user-generated content related to your brand.
• Social Sentiment Analysis: Your comments section contains invaluable insights from your audience. Analyze feedback and adjust your strategies accordingly to optimize growth and sustainability.
• Be vulnerable: You feel anxious about one massive industry change it is natural. Don't hesitate to share your journey and excitement with your audience.
• Don't be dark: Maintain an active social media presence. Constantly share updates, engage with your audience and tell them where to find you next.

While we await further developments regarding the ban or sale of TikTok, it is essential that we remain innovative and connected. As a creator, my heart aches, but as a viral marketer, I understand that this is no time to panic. Instead, it's an opportunity to proactively adapt and recognize true value owning your audience.