The Critical Importance of Owning Your Audience: Lessons from TikTok’s Imminent Shutdown

As the CEO of TheRiot Agency and a seasoned marketing leader, I’ve witnessed firsthand how platforms rise to dominate the digital landscape, only for their fortunes—and those of their users—to change in an instant. The imminent shutdown of TikTok in the United States on Sunday, January 19, 2025, serves as a stark reminder of the precarious position many brands find themselves in when they rely solely on rented audiences.

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